TY  - THES
N1  - https://scholar.google.com/citations?view_op=new_profile&hl=en

ID SINTA Dosen Pembimbing:
Yudha Munajat Saputra: 6146885
Irena Novarlia: 6784293
UR  - https://repository.upi.edu/
KW  - Minat Berkunjung
KW  -  Media Sosial
KW  -  Pariwisata Digital
KW  -  Pemasaran Digital

Digital Marketing
KW  -  Digital Tourism
KW  -  Social Media
KW  -  Visit Interest
Y1  - 2025/07/22/
PB  - Universitas Pendidikan Indonesia
A1  - Nadhifa Azaria Rahma, -
A1  - Yudha Munajat Saputra, -
A1  - Irena Novarlia, -
M1  - other
AV  - restricted
N2  - 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 b? = 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.
TI  - PENGARUH PENGEMBANGAN DIGITAL MARKETING DALAM MENINGKATKAN KUNJUNGAN DI TAMAN WISATA ALAM LINGGARJATI KUNINGAN
ID  - repoupi136340
ER  -