Pengaruh Digital Marketing dan Word of Mouth terhadap Keputusan Berkunjung (Studi pada Pabrik Susu Berastagi)

Abstract

Tourists' decisions to visit a destination are an important element in the development of the tourism industry. Nature-based tourism is now increasingly in demand and is the main choice for people who want to go on vacation. In an effort to increase interest in visits, tourism destination managers can utilize digital marketing strategies and word of mouth information. This study aims to analyze the influence of digital marketing and word of mouth on the decision to visit the Berastagi Milk Factory tourist attraction. Both variables were tested both partially and simultaneously to determine the extent of their impact on tourist visits. This study uses a quantitative approach with an associative research type. The population in this study were visitors who came to the Berastagi Milk Factory. The sampling technique was carried out by purposive sampling. Primary data were obtained through questionnaire distribution, while secondary data were obtained from literature studies. Data analysis methods include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results of the analysis show that digital marketing and word of mouth have a significant partial influence on the decision to visit. Simultaneously, these two variables are also proven to have a significant influence on tourists' decisions in choosing a destination. The correlation coefficient value shows a very strong relationship between digital marketing and word of mouth on the decision to visit, with an R value of 0.811 or 81%. Meanwhile, the Adjusted R Square value shows that the contribution of the two variables to the decision to visit is 65.1%, and the remaining 34.9% is influenced by other factors not examined in this study.