SKRIPSI MBS

PENGARUH MEDIA SOSIAL INSTAGRAM DAN CITRA DESTINASI TERHADAP MINAT KUNJUNGAN ULANG UMBUL SUSUHAN DENGAN KEPUASAN PENGUNJUNG SEBAGAI VARIABEL INTERVENING

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ABSTRACT

The development of social media platforms encourages tourist attraction
actors to develop marketing strategies and improve the destination image of tourist
attractions. One strategy is to use content or posts on social media. This research
was conducted to determine the influence of Instagram social media and destination
image on repeat visit interest with visitor satisfaction as an intervening variable.
This research used a non-probability sampling technique through a questionnaire
as a data collection tool with 150 respondents who had Instagram accounts and
had visited at least once or twice at the Umbul Susuhan tourist attraction with ages
17 - 40 years old. Data analysis in this research is a structural equation model
based on partial least squares (PLS) using SmartPLS 3 software.
The results of this research show that there is a significant positive influence
from social media Instagram and destination image on interest in repeat visits with
visitor satisfaction as an intervening variable. The magnitude of the influence of
visitor satisfaction on interest in repeat visits with a result of 0.426 and social media
Instagram has an indirect effect on interest in repeat visits with visitor satisfaction
as an intervening variable with a result of 0.142, giving the conclusion that social
media can increase the number of tourists who make repeat visits because tourists
feel satisfied with the information. which corresponds to the original condition of
the tourist attraction from social media.
This research is useful for helping tourist attractions in increasing the
number of tourist visits, tourist satisfaction using social media and destination
image.
Keywords: Social Media, Instagram, Destination Image, Visitor Satisfaction,
Interest in Repeat Visits

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 HEN p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 102 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Hendra Mukti Aryadi

Versi lain/terkait

Lampiran Berkas

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