%L repoupi140179
%A - Lydia Ratna Wulan
%A - Erry Sukriah
%O https://scholar.google.com/citations?hl=en&user=8LlypGgAAAAJ

ID SINTA Dosen Pembimbing:
Erry Sukriah : 6721572
%I Universitas Pendidikan Indonesia
%T PENGARUH PROMOSI MEDIA SOSIAL DAN DAYA TARIK WISATA TERHADAP KEPUTUSAN BERKUNJUNG KE CIWANGUN INDAH CAMP (CIC)
%K Promosi media sosial, daya tarik wisata, keputusan berkunjung, digital marketing.

Social Media Promotion, Tourist Attraction, Visiting Decision, Ciwangun Indah Camp, Digital Marketing
%D 2025
%X Penelitian ini bertujuan untuk menganalisis pengaruh promosi media sosial dan daya tarik wisata terhadap keputusan berkunjung ke Ciwangun Indah Camp (CIC). Promosi media sosial diukur berdasarkan teori digital marketing pada platform Instagram, TikTok, dan Facebook, sedangkan daya tarik wisata dianalisis menggunakan teori 6A’s (Attractions, Accessibility, Amenities, Activities, Ancillary services, Assurance). Keputusan berkunjung mengacu pada teori Kotler dan Keller dalam Chairiyah & Siregar (2024). Metode yang digunakan adalah kuantitatif dengan teknik purposive sampling kepada 100 responden. Data dianalisis menggunakan SPSS versi 31 melalui uji validitas, reliabilitas, asumsi klasik, dan regresi linear berganda. Hasil penelitian menunjukkan bahwa promosi media sosial dan daya tarik wisata secara parsial dan simultan berpengaruh signifikan terhadap keputusan berkunjung, dengan kontribusi sebesar 87,9%. Temuan ini menunjukkan pentingnya strategi promosi digital dan penguatan daya tarik destinasi dalam meningkatkan kunjungan wisatawan ke Ciwangun Indah Camp.

This study aims to analyze the influence of social media promotion and tourist attraction on the decision to visit Ciwangun Indah Camp (CIC). Social media promotion is measured using digital marketing theory across Instagram, TikTok, and Facebook, while tourist attraction is based on the 6A’s theory (Attractions, Accessibility, Amenities, Activities, Ancillary services, Assurance). The decision to visit refers to the theory of Kotler and Keller in Chairiyah & Siregar (2024). This research uses a quantitative method with purposive sampling involving 100 respondents. Data were analyzed using SPSS version 31 through validity, reliability, classical assumption, and multiple linear regression tests. The results show that social media promotion and tourist attraction simultaneously have a significant effect on visit decisions, contributing 87.9%. These findings highlight the importance of digital promotion strategies and strengthening destination appeal to increase tourist visits to Ciwangun Indah Camp.