Dampak Pemasaran Digital terhadap Keputusan Berkunjung Wisatawan di Kawasan Cisema

Della Maghfira Napu, Wildan Nurhidayat, Fitria Novianti, Ika Maelani, Nadhifa Azaria Rahma

Abstract


Digital marketing is a type of promotion that is currently widely used by the public to support the various needs and needs that they carry out. The utilization of information gathering and promotion techniques through digital marketing can encourage someone to visit a tourist attraction or even to complete a transaction. This study aims to examine the impact of digital marketing on tourists' visiting decisions in the Cisema area. The research we use is of an exploratory type. This research was conducted at the Cisema tourist attraction, Sumedang district, to produce respondent data from 100 respondents. Using a nonprobability sampling method and also using a purposive sampling technique. Data was taken by distributing questionnaires and literature studies by processing data using SPSS version 25.0 through the stages of validity, reliability, coefficient of determination test, F-test table, T-test table, and also using path analysis techniques. From the results of this research, it can be concluded that digital marketing has a significant influence on the decision to visit tourists. It is hoped that the promotion and participation of the community and the government will be further enhanced and the government can facilitate the internet for the community and the government together to carry out promotions regarding tourist attractions in the Cisema area


Keywords


Digital Marketing; Visit Decision; Tourism

Full Text:

PDF

References


Ati Mustikasari, S. W. (2016). The Influence of e-WOM on the Decision Comes To The Tourism in Bandung. Jurnal Manajemen Indonesia, 16(2), 95–103.

Ayu, J. P. (2021). Pengaruh Pemasaran Digital dan Citra Destinasi Terhadap Keputusan Berkunjung Pada Wisata Bahari di Kepulauan Seribu. Jurnal Ilmiah Pariwisata, 26(3), 223–232.

Charli, C. O., & Putri, D. A. (2021). Pengaruh Social Media Marketing, Fasilitas Wisata Dan Citra Destinasi Wisata Terhadap Minat Wisatawan Berkunjung. Jurnal Ekobistek, 9(2), 40–48.https://doi.org/10.35134/ekobistek.v9i2.75

Fitroh, Syakir Kamil Ainul Hamid, D., & Hakim, L. (2017). Pengaruh Atraksi Wisata dan Motivasi Wisatawan terhadap Keputusan Berkunjung. Administrasi Bisnis, 42(2), 18–25.

Lestari, P., & Saifuddin, M. (2020). Implementasi Strategi Promosi Produk Dalam Proses Keputusan Pembelian Melalui Digital Marketing Saat Pandemi Covid’19. Jurnal Manajemen Dan Inovasi (MANOVA), 3(2), 23–31. https://doi.org/10.15642/manova.v3i2.301

Mahendrayani, I. G. A. P. S., & Suryawan, I. B. (2018). Strategi Pemasaran Daya Tarik Wisata Untuk Meningkatkan Jumlah Kunjungan Wisatawan Ke Daya Tarik Wisata Sangeh Kabupaten Badung Provinsi Bali. Jurnal Destinasi Pariwisata, 5(2), 240. https://doi.org/10.24843/jdepar.2017.v05.i02.p09

Malisti, R. F., Wahyudi, P., & Hastari, S. (2019). Pengaruh Atribut Produk Wisata Terhadap Keputusan Berkunjung Pada Pemandian Wisata Alam Banyubiru. Jurnal EMA, 4(1), 23–29. https://doi.org/10.47335/ema.v4i1.35

Mewoh, F. M., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis, 9(1), 35. https://doi.org/10.35797/jab.9.1.2019.23529.35-42

Naimah, J. (2018). Pengaruh Digital Marketing , Produk Wisata , Dan Word of Mouth Terhadap Keputusan Berkunjung Wisatawan. Jurnal Ilmiah Mahasisiwa FEB UB, 5, 1–12.

Prabainastu, H. (2020). Pengaruh City Branding dan City Image Terhadap Keputusan Berkunjung Wisatawan ke Kota Denpasar. Jurnal Destinasi Pariwisata, 8(2), 184. https://doi.org/10.24843/jdepar.2020.v08.i02.p03

Pratama, A. (2021). Daya Tarik Wisata, Promosi Online, Dan Transportasi Terhadap Keputusan Berkunjung Wisatawan. (JEMS) Jurnal Entrepreneur Dan Manajemen Sains, 2(2), 273–292. https://doi.org/10.36085/jems.v2i2.1598

Priatmoko, S. (2017). Jurnal Khasanah Ilmu – Volume 8 No. 1 – 2017 – khasanah.bsi.ac.id. 8(1), 20–31.

Rimbawati, Y. E. (2020). Pengaruh Periklanan Terhadap Kunjungan Wisatawan Pada Destinasi Wisata Ladang Budaya Tenggarong. Jurnal Administrasi Bisnis Fisipol Unmul, 8(1), 92. https://doi.org/10.54144/jadbis.v8i1.3227

Safitri, I., Ramdan, A. M., & Sunarya, E. (2020). Peran Produk Wisata dan Citra Destinasi terhadap Keputusan Berkunjung Wisatawan. Jurnal Ilmu Manajemen, 8(3), 734. https://doi.org/10.26740/jim.v8n3.p734-741

Sopiyan, P. (2022). Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057

V.A.R.Barao, R.C.Coata, J.A.Shibli, M.Bertolini, & J.G.S.Souza. (2022). No ????????????????????? ?????????????????Title. Braz Dent J., 33(1), 1–12.

Warmayana, I. G. A. K. (2018). Pemanfaatan Digital Marketing dalam Promosi Pariwisata pada Era Industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81.

https://doi.org/10.25078/pba.v3i2.649

Widagdyo, K. G. (2017). Pemasaran, Daya Tarik Ekowisata, dan Minat Berkunjung Wisatawan. Esensi: Jurnal Bisnis Dan Manajemen, 7(2), 261–276. https://doi.org/10.15408/ess.v7i2.5411




DOI: https://doi.org/10.32502/jimn.v13i2.6121

Refbacks

  • There are currently no refbacks.


Creative Commons License
Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

INDEXED / ABSTRACTED

     BASE Logo      logo