Pengaruh Digital Marketing dan Word of Mouth terhadap Keputusan Berkunjung (Studi pada Air Terjun Sikulikap)

Abstract

The decision to visit tourists is an important factor in tourism development. Nowadays, nature tourism is often the goal of people when they want to travel. To increase visiting decisions, tourist attraction managers can utilize digital marketing and word of mouth promotions. This study aims to analyze the effect of digital marketing and word of mouth on the decision to visit Sikulikap Waterfall. The influence of digital marketing and word of mouth will be tested partially and simultaneously on visiting decisions. The research method used in this research is quantitative research with an associative approach. The population in this study were visitors to Sikulikap Waterfall. Sampling was carried out using purposive sampling technique. The data collection method used in this study was primary data obtained by distributing questionnaires while secondary data was obtained through library research. The analytical method used is validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results of the research conducted show that the digital branding and word of mouth variables have a partial and significant effect on the decision to visit. Digital marketing and word of mouth variables also have a simultaneous and significant effect on decision making. The coefficient value also shows the relationship between digital marketing and word of mouth on visiting decisions is very strong with an R value of 0.710 or 71%. Adjusted R Square value is also known that digital marketing and word of mouth on visiting decisions is 49.4% while the remaining 50.6% is influenced by other variables not discussed in this study