Pengaruh Viral Marketing di Tiktok dan Harga Tiket terhadap Keputusan Berkunjung Wisatawan ke Istana Maimun di Kota Medan

Abstract

Tourism has become a socio-economic activity, and also on a large scale the industry has produced economic growth. This growth can be seen from tourism activities that involve transportation and accommodation economically which have an impact on changes in people's income levels. Supported by current technological developments, where all information will be very easily known by the wider community, such as the application that is being widely used today, namely the TikTok application. Maimun Palace is the most beautiful palace in Indonesia, with a very strong Islamic nuance based on a blend of Malay traditions, European culture and Islamic architecture. Disseminating broader information and setting relatively affordable ticket prices through the TikTok application will be able to increase tourists’ decision to visit.. This study aims to test and determine the effect of viral marketing on TikTok and ticket prices on tourists' decision to visit Maimun Palace in the city of Medan. The variables in this research are viral marketing and ticket prices as independent variables and as the decision to visit dependent variable. This study used a quantitative method with a questionnaire as data collection material. The sample in this study used 100 respondents to Maimun Palace visitors using a sampling technique, namely purposive sampling. The data analysis used is validity test, reliability test, classic assumption test, multiple linear regression analysis, T test, F test, and determinant coefficient test processed with SPSS software. The results of this study indicate that viral marketing and ticket prices have a positive and significant effect on decision to visit, with regression coefficient values of 0.365 and 0.296 respectively and a sig value of 0.01 <0.05. The results of the F test show that the two independent variables simultaneously influence the decision to visit Maimun Palace tourists by 41,8%.