Pengaruh Social Media Marketing dan Servicescape terhadap Revisit Intention pada Objek Wisata Merci (Studi pada Pengunjung Wisata Merci di Kota Medan-Deli Serdang)

Abstract

The advancement of information technology and social media has significantly impacted the tourism industry in Indonesia. Social media platforms such as Instagram and TikTok have become effective promotional tools to attract potential tourists. Wisata Merci, one of the water tourism destinations in Medan Deli Serdang, has actively utilized social media as part of its digital marketing strategy. Additionally, the physical environment or servicescape plays a crucial role in shaping visitor impressions and comfort, which in turn influences their revisit intention. This study aims to determine the influence of social media marketing and servicescape on revisit intention among visitors to Wisata Merci. The research method used is quantitative with an associative approach. The sample consisted of 100 respondents selected using purposive sampling, based on criteria including residency in Medan-Deli Serdang, a minimum age of 17, ownership of a social media account, and a minimum of two prior visits to Wisata Merci. Data analysis techniques included validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results of the study showes that the servicescape variable had a positive and significant influence on revisit intention, while social media marketing did not show a significant partial influence. However, both variables together had a significant simultaneous influence. The coefficient of determination (R²) value of 0.232 indicates that these two variables explain 23.2% of the variation in revisit intention, while the remaining 76.8% is influenced by other factors not examined in this study.