PENGARUH PENGEMBANGAN DIGITAL MARKETING DALAM MENINGKATKAN KUNJUNGAN DI TAMAN WISATA ALAM LINGGARJATI KUNINGAN

Nadhifa Azaria Rahma, - and Yudha Munajat Saputra, - and Irena Novarlia, - (2025) PENGARUH PENGEMBANGAN DIGITAL MARKETING DALAM MENINGKATKAN KUNJUNGAN DI TAMAN WISATA ALAM LINGGARJATI KUNINGAN. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pengembangan digital marketing terhadap peningkatan kunjungan wisatawan di Taman Wisata Alam Linggarjati, Kabupaten Kuningan. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik deskriptif asosiatif, menggunakan kuesioner yang disebarkan kepada 358 responden. Digital marketing diukur melalui enam indikator (accessibility, interactivity, entertainment, credibility, irritation, dan informativeness), sedangkan minat berkunjung dianalisis berdasarkan dimensi transaksional, referensial, preferensial, dan eksploratif. Hasil uji normalitas Kolmogorov-Smirnov menunjukkan data tidak berdistribusi normal (sig. 0.000), Uji heteroskedastisitas dengan nilai signifikansi 0,000<0,05 sehingga analisis Regresi Non-Linear koefisien linear b1 = 1,290. Analisis regresi linier sederhana menghasilkan persamaan Y = 9,333 + 0,594X, dengan nilai R² sebesar 0,593 dan signifikansi 0.000, yang berarti digital marketing berpengaruh positif dan signifikan terhadap minat berkunjung. Temuan ini menunjukkan bahwa strategi digital marketing, khususnya melalui media sosial seperti Instagram dan Facebook, sangat efektif dalam meningkatkan minat dan frekuensi kunjungan wisatawan, sehingga perlu dikembangkan secara kreatif dan berkelanjutan. This study aims to analyze the influence of digital marketing development on increasing tourist visits to the Linggarjati Nature Tourism Park in Kuningan Regency. A quantitative approach with a descriptive-associative method was used, involving questionnaires distributed to 358 respondents. Digital marketing was measured using six indicators (accessibility, interactivity, entertainment, credibility, irritation, and informativeness), while visit interest was assessed based on transactional, referential, preferential, and exploratory dimensions. The Kolmogorov-Smirnov test indicated that the data were not normally distributed (sig. 0.000), and the heteroscedasticity test showed a significance value of 0.000 < 0.05, supporting the use of a non-linear regression model with a linear coefficient b₁ = 1.290. Simple linear regression analysis resulted in the equation Y = 9.333 + 0.594X, with an R² value of 0.593 and a significance level of 0.000, confirming that digital marketing has a positive and significant effect on visit interest. These findings indicate that digital marketing strategies, especially through social media platforms such as Instagram and Facebook, are highly effective in enhancing tourist interest and visit frequency, and therefore should be developed creatively and sustainably.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Yudha Munajat Saputra: 6146885 Irena Novarlia: 6784293
Uncontrolled Keywords:	Minat Berkunjung, Media Sosial, Pariwisata Digital, Pemasaran Digital Digital Marketing, Digital Tourism, Social Media, Visit Interest
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Nadhifa Azaria Rahma
Date Deposited:	26 Aug 2025 07:54
Last Modified:	26 Aug 2025 07:54
URI:	http://repository.upi.edu/id/eprint/136340

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