Pengaruh Servicescape dan Social Media Marketing Terhadap Minat Berkunjung Kembali pada Objek Wisata Pantai Indah Pandan Kabupaten Tapanuli Tengah

Abstract

Tourism in Indonesia is currently experiencing a very rapid development and has a positive impact on economic growth. One of object that is currently developing in Central Tapanuli District is Indah Pandan beach tourism. This study aims to determine and analyze the servicescape and social media marketing on revisit intention to the Indah Pandan beach tourist attraction, and to determine the factors that impact the interest in revisit intention to Indah Pandan beach, Central Tapanuli District. The population in this study were domestic tourist who had visited the Indah Pandan beach tourist attraction at least twice. The number of samples in this study was 90 respondents with sampling techniques using purposive sampling. The analytical method used is descriptive analysis and multiple linear regression. The research results show that servicescape and social media marketing simultaneously significant effect on revisit intention. Partially, servicescape has a positive and significant effect on revisit intention, and social media marketing has a positive and significant effect on revisit intention.