Pengaruh Pemasaran Digital dan Fasilitas Pariwisata terhadap Minat Kunjung Ulang dengan Kepuasan Wisatawan sebagai Variabel Intervening
Studi Kasus di Objek Wisata Pantai Randusanga Indah
DOI:
https://doi.org/10.55606/cemerlang.v5i4.10457Keywords:
Digital Marketing, Marine Tourism, Revisiting Interest, Tourism Facilities, Tourist SatisfactionAbstract
Randusanga Indah Beach Tourist Attraction faces challenges in increasing tourists’ intention to revisit. The main problem in this study is to examine the influence of digital marketing and tourism facilities on revisit intention, with tourist satisfaction as an intervening variable. This study aims to analyze these relationships to provide effective recommendations for tourism development. The method used is quantitative, with data collected through questionnaires distributed to visitors who have previously visited the site. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationships among digital marketing, tourism facilities, tourist satisfaction, and revisit intention. The results show that digital marketing has a positive and significant effect on tourist satisfaction (coefficient = 0.331; t-statistic = 4.734; p < 0.001) and directly increases revisit intention (coefficient = 0.312; t-statistic = 3.686; p < 0.001). Tourism facilities also have a positive and significant effect on tourist satisfaction (coefficient = 0.269; t-statistic = 3.469; p = 0.001) and revisit intention (coefficient = 0.156; t-statistic = 2.208; p = 0.028). Tourist satisfaction acts as an intervening variable that partially mediates the relationship between digital marketing and tourism facilities with revisit intention.
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