Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Nursabilla, Resti
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect Of Digital Content Marketing, E-WOM And Viral Marketing On The Interest Of Domestic Tourist Visits With Virtual Emotional Engagement As An Intervening Variable Nursabilla, Resti; Ramadania, Ramadania; Pebrianti, Wenny
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 3 (2025): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i3.7685

Abstract

This study aims to analyze the effect of Digital Content Marketing, electronic word of mouth (E-WOM), and Viral Marketing on the interest of domestic tourist visits in Indonesia with Virtual Emotional Engagement as an intervening variable. The research method uses quantitative approach with SEM-PLS analysis. The Data was collected from 200 active respondents of Tiktok users. The results showed that Digital Content Marketing, E-WOM, and Viral Marketing had a positive and significant effect on Virtual Emotional Engagement, which in turn also significantly influenced the interest of domestic tourist visits. However, the direct influence of E-WOM on the interest of domestic tourist visits is not significant, but E-WOM is more effective in creating emotional engagement, which can ultimately increase the interest of domestic tourist visits indirectly. This finding confirms the importance of social media-based digital marketing strategies to increase the attractiveness of domestic tourist destinations in the digital age. In addition, this study makes a theoretical contribution to understanding the role of emotional engagement in virtual environments as a link between marketing strategies and tourist behavior.
Co-Authors Ramadania Ramadania, Ramadania Wenny Pebrianti