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J-MAS
Journal of Management and Science, 7(2), October 2022, 831-834
Batanghari University Master of Management Program
ISSN 2541-6243 (Online), ISSN 2541-688X (Print), DOI10.33087/jmas.v7i2.761

ModelInfographic ContentAndBrand Equityin Increasing Interest

Visit the Kerinci Regency Tourism Village, Jambi Province

Ade Perdana Siregar

Jambi University Faculty of Economics and Business,
Email correspondent: ade.perdana@unja.ac.id

Abstract.Submitting information digitally will quickly reach the recipient of the information without limits. Promotion is
currently carried out using digital media using various methods, one of which is by creating infographic content.
Infographics are growing rapidly in mass media after being designed digitally and cannot be told, only in the form of text
and photos. Infographics are a new method of conveying information more effectively. Apart from marketing with
infographics, tourists will be able to confidently convince themselves by seeing the value of a tourism product and the value
of the product can be symbolized bybrand equity.The objectives of this research are: (1) to examine the influence between
brand equityon visitor interest; (2) examine the influence betweenbrand equitytoinfographic content; (3) examine the
influence betweeninfographic contenton visitor interest; (4) reviewing rolesinfographic contentable to mediate influence
brand equityto visitor interest. The population is tourists visiting tourist villages in Kerinci Regency, while the sample is 200
visitors to tourist villages in Kerinci Regency. The method used is measurementStructural Equation Modeling (SEM)which
useSmartPLS software.The research results show thatbrand equitypositive influence oninfographic content,brand equityhas
a positive effect on visitor interest, infographic contentpositive influence on visitor interest,infographic contentable to play a
positive role as a mediating influencebrand equityto visitor interest

Keywords:Brand Equity,Infographic Content, Kerinci Tourism Village

Abstract.Submission of information digitally will quickly reach the recipient of the information without limits. Promotions are
carried out with digital media today with various methods, one of which is by creating infographic content. Infographics are
growing rapidly in mass media after being digitally designed that cannot be told, only in the form of text and photos. Infographics
are a new method of conveying information that is more effective. Besides marketing with infographics, tourists will be able to
confidently convince themselves by seeing the value of a tourism product and the value of the product can be symbolized by brand
equity. The objectives of this study are: (1) to examine the effect of brand equity on visiting interest; (2) examine the effect of brand
equity on infographic content; (3) examine the effect of infographic content on visiting interest; (4) examines the role of infographic
content in being able to mediate the influence of brand equity on visiting interest. The population is tourists visiting tourist villages
in Kerinci Regency while the sample is 200 visitors to tourist villages in Kerinci Regency. The method used is the Structural Equation
Modeling (SEM) measurement using SmartPLS software. The results showed that brand equity has a positive effect on infographic
content, brand equity has a positive effect on visiting interest, infographic content has a positive effect on visiting interest,
infographic content can play a positive role as mediating the influence of brand equity on visiting interest.

Keywords:Brand Equity, Infographic Content, Kerinci Tourism Village

INTRODUCTION
The tourism industry in Indonesia has grown and developed in recent years. Indonesia has an
abundance of tourist attraction capital and is intensively developing tourism. Tourism is one of the largest
foreign exchange suppliers, after the palm oil plantation and coal mining industries. Increasing tourist
visits will improve the regional economy, especially the community economy. One way to increase local
income is through tourism development. According to Eduardo, Santos, Moura, and Girald (2017), with the
development of tourism areas, unemployed residents do not need to look for work outside the area but
can open businesses and absorb labor.
Currently, Jambi Province is intensively developing tourist areas, especially in Kerinci Regency.
Based on data from the Kerinci Regency Tourism and Culture Office, the number of tourists entering
Kerinci Regency from January to November 2020 reached 161,789 people. Tourist attractions in Kerinci
Regency include Lake Kaco, Lake Kerinci, Mount Kerinci, Lake Lingkat, Talang Kemulun Waterfall, Kerinci
Seblat National Park, Khayangan Hill, Puncak Rindu Kayu Aro, Kayu Aro Tea Plantation, Goa Kasah, Lake
Gunung Tujuh, Water Panas Semurup, Pondok Tinggi Grand Mosque, Telun Berasap Waterfall, Pancuran
Rayo Waterfall and the Aroma Peko Area. The uniqueness of each tourist spot makes it have its own
impression after visiting it. According to Irfan and Apriani (2017), rural areas with special and unique
characteristics are called tourist villages. Its uniqueness will arouse interest in tourists before deciding to
visit. According to Chiu (2016) the decision to visit tourist attractions is the result of an evaluation process,
therefore there is a need for promotion in tourist areas.

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Ade Perdana Siregar,Infographic Content and Brand Equity Model in Increasing Interest in Visiting Tourism Villages,
Kerinci Regency, Jambi Province

Technological developments require efforts to increase marketing activities to carry out promotions
digitally. Submitting information digitally will quickly reach the recipient of the information without limits.
Promotion is currently carried out using digital media using various methods, one of which is by creating
infographic content. Infographics are growing rapidly in mass media after being designed digitally and cannot
be told, only in the form of text and photos. Infographics are a new method of conveying information more
effectively. Through visualization techniques, infographics and changing the appearance of data delivery to
make it more attractive. According to Smiciklas, et al (2012), infographics (information graphics) are the
presentation of complex information in the form of data and knowledge information presented in a graphical
representation. Submitting infographics about tourist attractions can attract tourists to visit. Apart from
marketing with infographics, tourists will be able to confidently convince themselves by seeing the value of a
tourism product and the value of the product can be symbolized bybrand equity. According to Widjaja et al.,
(2007), brand equity is a symbol and name that can influence the addition and subtraction of the value of a
product.Brand Equityable to provide value to customers by strengthening information, where the brand in
tourism products can create a superior attraction with the products offered. Brand equity can provide value to
products with the efficiency and effectiveness of marketing activities, prices or profits and competitive
advantages, then by strengtheningbrandswill provide very strong value for tourists. The objectives of this
research are (1) To examine the influence betweenbrand equityon visitor interest; (2) Examining the influence
betweenbrand equity toinfographic content; (3) Examining the influence betweeninfographic contenton visitor
interest; and (4) Assessing rolesinfographic contentable to mediate influencebrand equityto visitor interest.

Literature review
Infographics comes from the wordInfographicsthat is, in English it has the meaning of an abbreviation
Information AndGraphicsnamely a form of data in the form of visualization that is presented with complex
information to make it easier to understand. Infographics are growing rapidly in mass media after being designed
digitally and cannot be told, only in the form of text and photos. Infographics are a new method of conveying
information more effectively. Through visualization techniques, infographics and changing the appearance of data
delivery to make it more attractive. According to Smiciklas (2012), infographics (information graphics) are the
presentation of complex information in the form of data and knowledge information presented in a graphical
representation. Infographics are content presented in graphic form. According to Lankow, Josh (2014:40) infographics
aim to convey information, where the difference in conveying information is determining priorities.
According to Yaros (2006), the media is more important than the content of the message conveyed in
the media, where the core of the problem that occurs is how to understand a media. Media can influence
society, colored by the characters in the media, conclusions drawn on how to understand the media, including
its impact on individuals and the public. Lankow, Josh (2014) explained that in infographic content there are
elements that can influence it, namely (1) attractiveness, which is the attractiveness of a message to be seen,
can be in the form of design,layoutsetc; (2) clarity, where the information presented can be completely
contained in the infographic content and the reader does not feel that there is information that has not been
conveyed; (3) easy to understand, it is hoped that the information is presented in language and wording that
can be understood by anyone, the story conveyed is related to the aims and objectives of conveying the
information.
According to Widjaja et al., (2007),brand equityare symbols and names that can influence
increasing or decreasing the value of a product.Brand Equityable to provide value to customers by
strengthening information, where the brand in tourism products can create a superior attraction with the
products offered.Brand equitycan provide value to products with the efficiency and effectiveness of
marketing activities, prices or profits and competitive advantages, then by strengthening the brand it will
provide very strong value for customers. According to Aaker (2013) definesbrand equityare the assets and
liabilities of a brand that can increase and decrease the value of a product, whether goods or services to
its stakeholders, further explaining thatbrandy equtyhas 4 dimensions, namely: (1) brand awareness(
brand awareness), is the ability of an individual to remember that a product has a brand, where in tourism
products includes visitors can recognize the name of the tourist area, visitors can easily identify the name
of the tourist attraction, visitors will think of the name of the place they will visit to go on a trip, the tourist
spot is easily recognizable compared to other places; (2)brand associations(brand association), is a
memory of a brand, where the tourism product includes attractive views, a comfortable and safe
atmosphere, has a different impression of tourist attractions, has the impression of icons of tourist
attractions, locations not far from where you live; (3)brand quality(brand quality), is a consumer perception
to assess the product overall

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Ade Perdana Siregar,Infographic Content and Brand Equity Model in Increasing Interest in Visiting Tourism Villages,
Kerinci Regency, Jambi Province

overall, where the tourism product includes a pleasant environment, friendly people, friendly employees,
friendly guides, feeling that the food available is clean; (4)brand loyalty(brand loyalty), is the connection
between consumers and brands, where tourism products include visitors not visiting other areas,
providing information to other people about tourist attractions, visiting tourist attractions repeatedly,
feeling loyal to tourist attractions.
Interest in visiting tourism products is the ultimate goal in promoting tourism products, where
tourists get privileges compared to other tourist attractions. Interest in visiting tourist attractions is the
same as the decision to purchase a product. According to Chiu (2016) the decision to visit a tourist
attraction is the result of an evaluation process, in line with Lin at al (2011), where the process of
purchasing an item or using a service is a decision-making process through stages. According to Kotler
and Keller (2009), the individual evaluation process in making a purchase or using a service involves the
process of problem recognition, information search, alternative evaluation, purchasing decisions and post-
purchase behavior.

METHOD
The population is tourists visiting tourist villages in Kerinci Regency, while the sample is 200 visitors to
tourist villages in Kerinci Regency. The data used are primary data and secondary data. Primary data is data
obtained from respondents, data collection through interviews, field observations and distributing
questionnaires, while secondary data is obtained from books, journals and the government. Variables used in
this research: (1)brand equity(X), with brand dimensionsawareness(brand awareness),brand associations(brand
association),brand quality(brand quality),brand loyalty(brand loyalty); (2)infographic content (Y1) with the
dimensions of attractiveness, clarity, easy to understand; (3) visiting interest (Y2) with the dimensions of
problem recognition, information search, alternative evaluation, purchasing decisions and post-purchase
behavior. The method used is measurementStructural Equation Modeling (SEM)which useSmartPLS software.

RESULTS

Table 1
R Square Value
R Square R Square Adjusted
Infographic Content 0.523 0.539
Visit Interest 0.623 0.678
Source: processed data

Table 1 of the R Square score research results shows that the influence between variables meets the requirements,
namely greater than 0.3. Table 2 explains that the R Square results of the influence between variables are declared
significant with a P-Value score of less than 0.05, so in this study each influence between variables has a significant
influence.

Table 2
Relationship between variables

Source: processed data

Variablebrand equityinfluence oninfographic content, this is in accordance with the results of the P value
of 0.007 where the P value is below 0.05. Variablebrand equityconsists of dimensionsbrand awareness (brand
awareness),brand associations(brand association),brand quality(brand quality), andbrand loyalty(brand loyalty)
has a positive effect oninfographic content, this shows that it is getting higherbrand equityso infographic
contentwill get better. Variablebrand equityhas an effect on visiting interest, this is in accordance with the
results of the P value of 0.000 where the P value is below 0.05. Variablebrand equityconsists of dimensions
brand awareness(brand awareness),brand associations(brand association),brand quality(brand quality), and
brand loyalty(brand loyalty) has a positive effect on visitor interest, this shows that it is getting betterbrand
equity then interest in visits will increase.
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Ade Perdana Siregar,Infographic Content and Brand Equity Model in Increasing Interest in Visiting Tourism Villages,
Kerinci Regency, Jambi Province

Variableinfographic contenthas an effect on visiting interest, this is in accordance with the results of the P
value of 0.003 where the P value is below 0.05. Variableinfographic contentconsisting of the dimensions of
attractiveness, clarity and easy to understand have a positive effect on visitor interest, this shows that it is getting
better infographic contentthen interest in visits will increase. Variablebrand equityinfluence the interest of visitors
throughinfographic content, this is in accordance with the results of the P value of 0.000 where the P value is below
0.05. Variablebrand equityconsists of dimensionsbrand awareness(brand awareness),brand associations (brand
association),brand quality(brand quality), andbrand loyalty(brand loyalty) has a positive effect on visitor interest
throughinfographic contentwhich consists of the dimensions of attractiveness, clarity and easy to understand, this
shows that it is getting betterbrand equitythen interest in visitors will increase throughinfographic content.

CONCLUSION
The conclusion of the research results isbrand equitypositive influence oninfographic content,brand
equity has a positive effect on visitor interest, infographic contentpositive influence on visitor interest,
infographic contentable to play a positive role as a mediating influencebrand equityto visitor interest.

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