ANALISIS DIGITAL MARKETING TERHADAP REVISIT INTENTION PADA OBJEK WISATA DI KOTA TOMOHON SULAWESI UTARA

Jane Poluan, Silvya Levina Mandey, James D. D. Massie

Abstract


Abstract: Along with the development of the digitalization era, marketing strategies are also increasingly directed at digital marketing by utilizing the power of social media. This study aims to analyze the influence of Influencer Marketing, Content Marketing and e-WOM on Revisit Intention. With a quantitative research approach, this study takes a population of people who have visited tourist attractions in Tomohon City and the total respondents in this study were 100 respondents. Data collection techniques using survey methods by distributing questionnaires to respondents. The results of this study indicate that Influencer Marketing, Content Marketing and e-WOM simultaneously have a significant effect on Revisit Intention and partially Influencer Marketing has a significant effect on Revisit Intention. However, the partially tested Content Marketing and e-WOM variables did not have a significant effect on Revisit Intention. This is because there are other variables that are more influential than the two variables used in this study.

Abstrak: Seiring dengan perkembangan era digitalisasi, strategi pemasaran juga semakin diarahkan pada pemasaran digital dengan memanfaatkan kekuatan media sosial. Penelitian ini bertujuan untuk menganalisis sejauh mana pengaruh Influencer Marketing, Content Marketing dan e-WOM terhadap Revisit Intention. Dengan pendekatan penelitian kuantitatif, penelitian ini mengambil populasi masyarakat yang pernah mengunjungi objek wisata di Kota Tomohon dan total responden dalam penelitian ini sebanyak 100 responden. Teknik pengumpulan data menggunakan metode survei dengan menyebarkan kuesioner kepada responden. Hasil penelitian ini menunjukkan bahwa Influencer Marketing, Content Marketing dan e-WOM secara simultan berpengaruh signifikan terhadap Revisit Intention dan secara parsial Influencer Marketing berpengaruh signifikan terhadap Revisit Intention. Akan tetapi untuk variabel Content Marketing dan e-WOM yang diuji secara parsial ternyata tidak berpengaruh signifikan terhadap Revisit Intention. Hal ini dikarenakan ada variabel lain yang lebih berpengaruh di luar kedua variabel yang dipakai dalam penelitian ini.


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DOI: https://doi.org/10.35794/jmbi.v9i2.43427

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