Pengaruh Aktivitas Pemasaran Media Sosial  terhadap Niat Berkunjung Kembali melalui Kepuasan Wisatawan  Pantai Lon Malang Kabupaten Sampang

Firnanda Noeria Rizkiana; Deykha Aguilika; M. Ersya Faraby

doi:10.32493/drb.v8i6.54630

Authors

Firnanda Noeria Rizkiana Fakultas Ekonomi dan Bisnis, Universitas Trunojoyo Madura
Deykha Aguilika Fakultas Ekonomi dan Bisnis, Universitas Trunojoyo Madura
M. Ersya Faraby Fakultas Ekonomi dan Bisnis, Universitas Trunojoyo Madura

DOI:

https://doi.org/10.32493/drb.v8i6.54630

Keywords:

Aktivitas Pemasaran Media Sosial; Niat Berkunjung Kembali; Kepuasan Wisatawan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap niat berkunjung kembali melalui kepuasan wisatawan di Pantai Lon Malang, Sampang. Metode yang digunakan adalah pendekatan kuantitatif dengan 100 responden yang dipilih melalui purposive sampling. Data primer dikumpulkan melalui kuesioner dan dianalisis menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial memiliki pengaruh yang sangat kuat terhadap kepuasan wisatawan, dibuktikan dengan nilai t-statistik sebesar 16,805. Aktivitas pemasaran media sosial juga berpengaruh langsung terhadap niat berkunjung kembali, dengan nilai t-statistik 4,340. Selain itu, kepuasan wisatawan turut memberikan kontribusi signifikan dalam meningkatkan niat berkunjung kembali, ditunjukkan oleh nilai t-statistik 4,489. Pengaruh tidak langsung melalui kepuasan wisatawan juga terbukti signifikan, tercermin dari nilai t-statistik 4,320. Nilai R² sebesar 0,570 untuk kepuasan wisatawan dan 0,699 untuk niat berkunjung kembali juga menunjukkan bahwa model memiliki kemampuan prediktif yang kuat. Temuan didukung oleh teori Stimulus Organism Response (SOR) yang menjelaskan bahwa pengaruh digital melalui aktivitas pemasaran media sosial mampu membentuk reaksi psikologis berupa kepuasan, yang kemudian meningkatkan respon perilaku berupa niat berkunjung kembali.

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