PENGARUH PROMOSI DIGITAL TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI BALAI TAMAN NASIONAL KEPULAUAN SERIBU

    Marcel Viergiano Maryonoputra, - (2024) PENGARUH PROMOSI DIGITAL TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI BALAI TAMAN NASIONAL KEPULAUAN SERIBU. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Abstrak
    Taman Nasional Kepulauan Seribu memiliki website dan media sosial Instagram untuk
    menyediakan berbagai kebutuhan wisatawan maupun Masyarakat yang masih belum optimal
    dalam beberapa bentuk penyajian informasi dan akses fitur digital, seperti tidak adanya fitur
    pemesanan jasa travel untuk keperluan wisatawan secara online pada website, data-data statistik
    seperti data kunjungan wisatawan yang tidak lengkap, tidak adanya informasi peta/petunjuk,
    dan penyajian informasi yang tidak terbaru. Tujuan dari penelitian ini adalah untuk
    menganalisis dan mendeskripsikan pengaruh promosi digital terhadap Keputusan berkunjung
    wisatawan Taman Nasional Kepulauan Seribu. Penelitian ini dilakukan di Kawasan yang
    mencakup Kawasan wisata Taman Nasional Kepulauan Seribu. menggunakan metode
    kuantitatif, dengan data utama yaitu kuesioner dan data pendukung penelitian kepustakaan.
    Sampel yang digunakan dalam penelitian ini berjumlah 100 dengan kriteria tertentu dan
    menggunakan Teknik pengambilan sampel Purposive Sampling. Analisis data utama penelitian
    menggunakan Analisis Regresi Sederhana. Hasil penelitian menunjukan bahwa promosi digital
    memberikan pengaruh yang signifkan terhadap Keputusan berkunjung wisatawan secara
    simultan dan parsial. Hal tersebut mengindikasikan bahwa promosi digital memegang peranan
    yang penting terhadap Keputusan berkunjung wisatawan di Balai Taman Nasional Kepulauan
    Seribu. Berdasarkan penelitian ini, didapatkan Kesimpulan bahwa sebagian besar Dimensi
    Promosi Digital (Cost and Transaction, Interactive, Incentive, & Site Design) perpengaruh
    secara simultan dan parsial terhadap Keputusan berkunjung wisatawan Balai Taman Nasional
    Kepulauan Seribu.

    Abstract
    Thousand Islands National Park Digital Marketing has a website and Instagram social media
    presence intended to provide to the needs of both tourists and the community. However, these
    platforms currently fall short in several aspects of information delivery and digital feature
    accessibility. For instance, the website lacks online booking services for travel needs, visitor
    statistics are incomplete, there is a lack of map or directional information, and updates to
    information are not consistently provided. The aim of this study is to analyze and describe the
    role of digital promotion in influencing tourists' decisions to visit the Thousand Islands National
    Park. The research was conducted within the park's tourism area, utilizing a quantitative method
    with primary data collected through questionnaires and supported by literature review data. The
    study sample consisted of 100 respondents selected via purposive sampling techniques based
    on specific criteria. Primary data analysis employed descriptive analysis techniques. The
    research findings indicate that digital promotion significantly influences tourists' decisions to
    visit the park both simultaneously and partially. This underscores the critical role digital
    promotion plays in influencing tourist decisions at the Thousand Islands National Park. Based
    on the study, it is concluded that the majority of the Digital Promotion Dimensions (Cost and
    Transaction, Interactive, Incentive, & Site Design) have simultaneous and partial effects on
    tourists' decisions to visit the Thousand Islands National Park

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA dosen pembimbing : Tedi Supriyadi : 5993317 Gilang Pratama Putra : 6786959
    Uncontrolled Keywords: Promosi digital, analisis regresi sederhana, keputusan berkunjung Digital marketing, Analysis regression, Visiting Decision
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Marcel Viergiano Maryonoputra
    Date Deposited: 18 Sep 2024 02:41
    Last Modified: 18 Sep 2024 02:41
    URI: http://repository.upi.edu/id/eprint/121189

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