Peran Keputusan Berkunjung Dalam Meningkatkan Pengaruh Pemasaran Media Sosial Dan Citra Destinasi Terhadap Kepuasan Wisatawan Di Taman Wisata Alam (TWA) Angke Kapuk
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Abstract
Tourist satisfaction has been extensively discussed in various academic studies owing to its potential to yield managerial benefits while simultaneously upholding the sustainability of tourist destinations. Prior research has yielded varied findings concerning the impact of social media marketing and destination image on tourist satisfaction. Discrepancies in these findings have prompted inquiries into potential mediating variables. This study aims to investigate the direct influence of social media marketing and destination image on tourist satisfaction, as well as the potential mediation by visiting decisions. Data was collected via questionnaires administered to 154 tourists at TWA Angke Kapuk and analyzed using path analysis techniques. The findings revealed that both social media marketing and destination image significantly and positively influenced visiting decisions and tourist satisfaction. Moreover, the impact of social media marketing and destination image on tourist satisfaction was found to be greater when mediated by visiting decisions. Consequently, managers at TWA Angke Kapuk must enhance the utilization of various social media platforms and enrich content to bolster the positive perception of the destination.
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References
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Armal, M., Razak, M., & Hidayat, M. (2023). Pengaruh daya tarik, aksebilitas dan fasilitas terhadap kepuasan wisatawan berkunjung ke pulau karampuang di Mamuju Sulawesi Barat. SJM Sparkling Journal of Management, 1(3), 336–350.
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Azzahra, A., & MH Nainggolan, B. (2022). Pengaruh Media Sosial, E-wom, Citra Merek, Kualitas Pelayanan terhadap Kepuasan Pelanggan di R Hotel Rancamaya. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 481–496. https://doi.org/10.54443/sinomika.v1i3.288
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Beddu, H., Kamase, J., Labbase, I., & Arfah, A. (2022). Pengaruh Citra Toko, Motivasi Hedonis, Bauran Pemasaran, Terhadap Kepuasan Konsumen Berbelanja Online Melalui Keputusan Implusif Di Politeknik Pembangunan Pertanian Gowa Sulawesi Selatan. Jurnal Sosio Sains, 8(1), 39–54.
Bilgin, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image And Brand Loyalty. Business and Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/v6i1.229
Budiono, A. (2020). Pengaruh Kualitas Pelayanan, Harga, Promosi, Dan Citra Merek Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 17(02), 1–15. https://doi.org/10.25134/equi.v17i02.2664
Caroline, C. (2021). Pengaruh Citra Destinasi Terhadap Kepuasan Wisatawan Dan Behavioral Intention. Profit: Jurnal Administrasi Bisnis, 15(2), 72–80.
Carreira, V., González-Rodríguez, M. R., & Díaz-Fernández, M. C. (2022). The relevance of motivation, authenticity and destination image to explain future behavioural intention in a UNESCO World Heritage Site. Current Issues in Tourism, 25(4), 650–673. https://doi.org/10.1080/13683500.2021.1905617
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140(November 2018), 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Cong, L. C. (2021). Perceived risk and destination knowledge in the satisfaction-loyalty intention relationship: An empirical study of european tourists in vietnam. Journal of Outdoor Recreation and Tourism, 33(October 2020), 100343. https://doi.org/10.1016/j.jort.2020.100343
Dewanto, R. F. (2022). Pengaruh Digitalisasi Dan Citra Destinasi Pariwisata Terhadap Tingkat Kepuasan Pengunjung Di Malang. Jurnal Ilmu Ekonomi (JIE), 6(4), 537–552.
Diposumarto, N. S., Purwanto, W., & Ramdan, I. (2015). Analysis of Tourism Destination Image and Promotion through Social Media Towards Purchasing Decision for Bali Tourism Product by Foreign Tourist. Mediterranean Journal of Social Sciences, 6(5), 175–182. https://doi.org/10.5901/mjss.2015.v6n5s5p175
Ester, A., Syarifah, H., & ZA Zainurossalamia Saida. (2020). Pengaruh daya tarik wisata citra destinasi dan sarana wisata terhadap kepuasan wisatawan citra niaga sebagai pusat cerminan budaya khas kota samarinda. Jurnal Manajemen, 12(1), 145–153. http://journal.feb.unmul.ac.id/index.php/JURNALMANAJEMEN
Firmansyah, M. A. (2018). Perilaku konsumen: (sikap dan pemasaran). Yogyakarta : Deepublish.
Fotis, J., Buhalis, D., & Rossides, N. (2012). Information and Communication Technologies in Tourism 2012. Information and Communication Technologies in Tourism 2012, January 2015. https://doi.org/10.1007/978-3-7091-1142-0
https://andi.link/. (2023).
https://kemenparekraf.go.id. (2023).
https://www.kominfo.go.id. (2023).
Izzati, M. C., & Saino. (2013). Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Di Baseball Food Court Universitas Negeri Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 1(3), 1–16.
Joe, J. A. W. (2016). Social Media in Marketing. In Academic Library Management and Collection Development in the Digital Age (pp. 5953–6533). IGI Global. https://doi.org/10.4018/978-1-4666-9589-4.les11
Kadi, D. C. A., Purwanto, H., & Ramadani, L. D. (2021). Pengaruh E-Promotion, E-WOM dan lokasi terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening. Management and Business Review, 5(2), 224–238. https://doi.org/10.21067/mbr.v5i2.5833
Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the Business of Media. JMM International Journal on Media Management, 17(4), 197–199. https://doi.org/10.1080/14241277.2015.1120014
Kristiutami, Y. P. (2017). Pengaruh Keputusan Berkunjung Terhadap Kepuasan Wisatawan Di Museum Geologi Bandung. Jurnal Pariwisata, 4(No.1), 53–62.
Li, C., Cao, M., Wen, X., Zhu, H., Liu, S., Zhang, X., & Zhu, M. (2022). MDIVis: Visual analytics of multiple destination images on tourism user generated content. Visual Informatics, 6(3), 1–10. https://doi.org/10.1016/j.visinf.2022.06.001
Lu, Q., & Atadil, H. A. (2021). Do you dare to travel to China? An examination of China’s destination image amid the COVID-19. Tourism Management Perspectives, 40(August), 100881. https://doi.org/10.1016/j.tmp.2021.100881
Naidoo, P., Ramseook-munhurrun, P., & Ladsawut, J. (2010). Tourist satisfaction with mauritius as a holiday destination. Journal of Business Research, 4(2), 113–124.
Narottama, N., & Moniaga, N. E. P. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar. Jurnal Master Pariwisata (JUMPA), May, 741. https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Ngoc, K. M., & Trinh, N. T. (2015). Factors Affecting Tourists’ Return Intention towards Vung Tau City, Vietnam-A Mediation Analysis of Destination Satisfaction. Journal of Advanced Management Science, 3(4), 292–298. https://doi.org/10.12720/joams.3.4.292-298
Novaliana, I. (2019). Pengaruh Promosi Media Sosial Dan Harga Pada Kepuasan Konsumen Di Merdeka Cafe Nganjuk. Seminar Nasional Manajemen, Ekonomi Dan Akuntasi, 711–720.
Oyza, I., & Edwin, A. M. (2015). Effectiveness of social media networks as a strategic tool for organizational marketing management. Journal of Internet Banking and Commerce, 1(April). https://doi.org/10.4172/1204-5357.S2-006
Paramulia, O. C., Mandey, S. L., & Roring, F. (2019). Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Berkunjung Pada Obyek Wisata Rumah Alam Manado. Jurnal EMBA, 7(3), 2661–2670. https://doi.org/10.32815/jubis.v2i1.445
Puirih, K., Mananeke, L., & Lengkong, V. P. K. (2020). Fenomena Keputusan Pembelian Dan Penggunaan Media Sosial Terhadap Kepuasan Konsumen Tokopedia Di Kota Manado the Phenomenon of Buying Decision and Use of Social Media on Consumer Satisfaction Tokopedia in Manado City. 411 Jurnal EMBA, 8(3), 411–419.
Rofiah, C. (2020). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Berkunjung Dimediasi Oleh Citra Destinasi. JMD : Jurnal Riset Manajemen & Bisnis Dewantara, 3(1), 32–39. https://doi.org/10.26533/jmd.v3i1.527
Roostika, R., & Putri Yumna, T. (2023). The influence of destination awareness, destination image, and perceived quality on Indonesian TikTok users’ visiting intention. International Journal of Business Ecosystem & Strategy (2687-2293), 5(1), 49–59. https://doi.org/10.36096/ijbes.v5i1.393
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