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All Journal PROSIDING SEMINAR NASIONAL Jurnal Keperawatan Maternitas Agrintech: Jurnal Teknologi Pangan dan Hasil Pertanian Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Pertanian Agros J-MAS (Jurnal Manajemen dan Sains) Menara Ilmu Jurnal Teknodik KIDDO: Jurnal pendidikan Islam Anak Usia Dini International Journal Of Science, Technology & Management (IJSTM) Journal of Holistics and Health Sciences (JHHS) JURNAL AGROTEKNOSAINS International Journal of Public Health Excellence (IJPHE) PERTANIAN TROPIK Gatranusantara Jurnal Multidisiplin Sahombu Indonesian Journal of Midwifery (IJM) Indonesian Journal of Community Empowerment (IJCE) Prosiding Seminar Nasional dan Call For Paper Kebidanan Universitas Ngudi Waluyo El-Adabi: Jurnal Studi Islam Jurnal Akademik Pengabdian Masyarakat Jurnal Intelek Dan Cendikiawan Nusantara Zona Kebidanan : Program Studi Kebidanan Universitas Batam PESHUM Mathematics Education Journal TIFLUN : JURNAL PENDIDIKAN ANAK USIA DINI Jurnal Pelita Manajemen Pendidikan
Rini Susanti
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Journal : Jurnal Multidisiplin Sahombu

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Click, Like, Travel : Social Media Effect on Historical Tourism Engagement–A Case Study of Siti Nurbaya Park Gunung Padang Sari, Windy Della; Meri Ulfa Nely; Rifdatul Husna; Rini Susanti; Siti Permata Pricilla; Zengga, Zengga; Asri Jenita; Lili Miwirdi; Agung Ar Rasyid; Selvia Ananda Wandi
Jurnal Multidisiplin Sahombu Vol. 5 No. 06 (2025): Jurnal Multidisiplin Sahombu, September - October (2025)
Publisher : Sean Institute

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Abstract

This study aims to analyze the influence of social media on tourist engagement and formulate a digital marketing strategy for the development of the historical tourist destination of Siti Nurbaya Park, Gunung Padang, in Padang City. This study uses a mixed methods approach, a combination of quantitative and qualitative methods. The quantitative research design used is explanatory research because it aims to explain the causal relationship between social media (the independent variable) and tourist engagement (the dependent variable). Meanwhile, a qualitative approach is used to deepen the results of the quantitative analysis and formulate a digital marketing strategy for the destination. The quantitative data analysis technique uses simple linear regression analysis to test the relationship between social media variables and tourist engagement. Furthermore, this study also utilizes a SWOT analysis to formulate a digital marketing development strategy for the destination. The results show that social media has a significant influence on tourist engagement, contributing 57.5%. This is reflected in the increased interest in visiting, interactions through digital media, and the tendency of tourists to provide recommendations. Current digital marketing strategies are still limited to the use of Instagram and the official website, supported by short video content. However, limited human resources, digital devices, and minimal community participation hinder optimal promotion. Based on the SWOT analysis, potential strategies include strengthening creative content, expanding the use of digital platforms, collaborating with influencers, and increasing the capacity of local communities in community-based promotion. This research is expected to provide practical contributions to the development of digital marketing strategies for historical tourism destinations, while simultaneously strengthening local cultural identity and regional tourism competitiveness.
Co-Authors -, Bqyulia100499 Abdullah, Abdul Halim Addin Arsyadana Afriani, Astri Afriyani, Luvi Dian Agung Ar Rasyid Ahmad Fauzi Akbari Alif Rahman Habibi Alrefi Amandha Rassya D Ana Puji Astuti Anasa Laila Wiradani Andini Hanif Anif Istianah Anissa Regita Antoni Apriana Aprilani, Andy Ulmi Aprillia, Rika Ari Widiyaningsih Arna Suryani, Arna Asri Jenita Atika Purnama Sari Bela Catur Sakti Rahayu Cahya, Putri Calista Desy R Chichik Nirmasari datuarrang, esther Dede Maysarah Diah Ari Murti Afsari Diah Ayu Ningsih Dwiyanti, Feni Eko Mardiyaningsih Emi Rafita Sari Endang Kartiasih Eni Trisniningtyas Erwin Indrioko Farida Nur Afifah, Farida Nur Finoria Vitoria Firriantin Ayu Widiyanti Fitra Syawal Harahap Fitria Fitria Hadi Wijoyo Hanafi, Nurul Hazreen Hapsari Windayanti Heni Setyowati Ihsanul Hadi Indawan Syahri Irma Fitrilia Isfaizah Isri Nasifah Jatmiko Susilo Jayawarsa, A.A. Ketut Juanna Soehardy Kartika Sari Kartika Sari Khairuddin, Nur Khairina KHOLIFAH Lili Miwirdi Lisdayani, Lisdayani Mahani Mokhtar Maria Matihlda H. Bere Rin Marrusia Inna Mazid, Sukron Meri Ulfa Nely Mila Cholilah Mila Elvi Ekayanti Mohamad Rasol, Nur Izzah Atirah Muhammad Alqamari Mukhtar Yusuf Muspitarini Nanda Azabi Naning Dianasari Ninick Corea Fernandez Novi Udhiyana Nur Ahid Nurhayati Nurliyana Nurmilah Puji Astutik Putri Ayuni Sari Putri Cahya Rambu Anggi Hunga Meha Ria Julita Sari Rifdatul Husna Rika Aprillia Rika Irawan Risnawati Risnawati Risnawati Rizka Fauza Rusdani Rusdani Rusdani Sari, Putri Mustika Sekar Sari Annasiyah Selfa Gita Febrisari Selvia Ananda Wandi Setyowati Sholihun Hakim Silvia Nora, Silvia Siti Aisah Siti Haryani Siti Musarofah Siti Permata Pricilla Siti Waslikhah Sofiyanti, Ida Sovia Puspita Anggraeni Suci Astriani Sudarianti Suhaimee, Nurul Rabiatul Adawiyah Suryani Suryani Tiara Julianti Udhiyana, Novi Umi Nurlistiani UntungKhoiruddin Widayati Widya Wahyu Utami Wilisa Apriana Windy Della Sari Wiwit Vanora Yeni Susanti Yulia Nur Khayati Yuliarni Yusup Dibisono Zahrotussalamah Zakaria, Mohamad Ikram Zengga Zengga