PENGARUH STRATEGI SOCIAL MEDIA MARKETING TERHADAP MINAT BERKUNJUNG WISATAWAN ANTAPURA DE DJATI

Authors

  • Nurvita Trianasari
  • Apsari Ghinan Pawitri

DOI:

https://doi.org/10.25124/jibr.v2i2.8389

Keywords:

social media marketing, Minat Berkunjung

Abstract

Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh variabel social media marketing (X) secara simultan dan signifikan terhadap variabel Minat Berkunjung (Y) Pada Wisatawan Antapura De Djati. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Pengumpulan data diperoleh melalui penyebaran kuesioner secara online (e-kuesioner) dan peyebaran kuesioner secara langsung pada responden yang telah ditentukan menggunakan teknik non-probability sampling dari followers Instagram Antapura De Djati dengan jumlah responden sebanyak 400 orang. Hasil penelitian menunjukkan bahwa variabel Context (X1), Communication (X2), Collaboration (X3), dan Connection (X4) berpengaruh signifikan positif secara simultan atau bersama-sama terhadap variabel Minat Berkunjung (Y). Dan variabel Context (X1), Communication (X2), Collaboration (X3), dan Connection (X4) berpengaruh signifikan positif secara parsial atau masing-masing terhadap variabel Minat Berkunjung (Y).

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Published

2025-01-13

Issue

Vol. 2 No. 2 (2024): November 2024

Section

Articles

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