ANALISIS EFEKTIVITAS IKLAN DIGITAL TERHADAP MINAT PEMBELIAN TIKET MASUK PADA KALANGAN GENERASI Y DAN Z DI DESA PENGLIPURAN BANGLI, BALI.

This study aims analyze the Effectiveness of Digital Advertising on Interest in Buying Entrance Tickets among Generations Y and Z, in Penglipuran Village Bangli, Bali. The research uses quantitative methods, the data collection tool uses a survey method with questionnaires as an instrument, the sample is calculated by the Slovin formula to 100 tourists who visitv to the Penglipuran Tourism Village. The data collection technique was carried out using a Likert scale and analyzed using SPSS. The testing technique of this study included a test of the validity of the results which had values in the range of 0.572-0.798 for the variable x and 0.704- 0.924 for the variable y. The reliability test had Cronbach's alpha value for the variable x. is 0.810 and the y variable is 0.912. This study concludes that digital advertising has a positive and significant effect on buying intention and has a significant influence and can attract Generation Y and Z's interest.Then, the most effective promotion in attracting interest on buying entrance tickets to the tourist village of Penglipuran Bangli, Bali are digital advertising on Instagram, YouTube, and online advertising. [ABSTRACT FROM AUTHOR]