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All Journal E-Journal of Tourism Jurnal Ilmu Sosial dan Humaniora Journal of Indonesian Tourism and Development Studies Jurnal Pariwisata Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi At-Tadbir : jurnal ilmiah manajemen FIRM: Journal of Management Studies Jurnal Pendidikan dan Keluarga Jurnal Manajemen Perhotelan dan Pariwisata Media Bina Ilmiah
Rahmat Ingkadijaya
Sekolah Tinggi Pariwisata Trisakti
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ANALISIS PENGARUH CITRA DESTINASI TERHADAP MINAT KUNJUNGAN ULANG WISATAWAN MUDA KE THE LODGE MARIBAYA, BANDUNG Julita Julita; Derizal Derizal; Budy Suyanto; Arafah Willy; Rahmat Ingkadijaya; Himawan Brahmantyo; S. Pantja DJati
Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Vol 12, No 1 (2023)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/equili.v12i1.1400

Abstract

AbstrakMeningkatnya kunjungan wisatawan merupakan salah satu tingkat keberhasilan suatu daerah/negara karena akan mampu meningkatkan pendapatan daerah/Negara. Wisatawan muda lebih banyak berkunjung ke suatu daerah dan diharapkan adanya kunjungan ulang ke objek wisata. Penelitian ini menganalisis pengaruh citra destinasi terhadap minat kunjungan ulang wisatawan muda ke The Lodge Maribaya. Citra destinasi dilihat dari dua aspek yaitu cognitive image dan affective image. Metode yang digunakan adalah  pendekatan Partial Least Square (PLS)  yang memanfaatkan PLS-SEM atau Structural Equation Modelling untuk mengukur dan menganalisis hubungan antar variabel. Dari 12 indikator yang digunakan diperoleh 60 responden minimal yang digunakan dan diambil 126 responden untuk mengurangi kesalahan terjadi. Teknik pengambilan sampel adalah teknik non-probability sampling dengan convenience sampling dengan kriteria wisatawan muda yang pernah berkunjung ke The Lodge Maribaya.  Hasil menunjukkan bahwa sebesar 73,8% variabel citra destinasi signifikan mempengaruhi minat kunjungan ulang wisatawan muda ke The Lodge Maribaya. Cognitive image maupun affective image pada citra destinasi The Lodge Maribaya signifikan berpengaruh terhadap minat kunjungan ulang wisatawan muda yang ditandai dari nilai t-hitung lebih besar dari t tabel.Kata Kunci: citra destinasi, cognitive image, affective image, minat kunjungan ulang AbstractIncreasing tourist visits is one of the success rates of a region/country because it will be able to increase regional/country income. Young tourists visit an area more and it is hoped that there will be repeat visits to tourist objects. This study analyzes the effect of destination image on the interest of young tourists to revisit The Lodge Maribaya. Destination image is seen from two aspects, namely cognitive image and affective image. The method used is the Partial Least Square (PLS) approach which utilizes PLS-SEM or Structural Equation Modeling to measure and analyze the relationships between variables. The number of respondents is 126 respondents based on non-probability sampling technique with convenience sampling. The results show that 73.8% of the destination image variable significantly influences the interest of youth travelers to revisit The Lodge Maribaya. Cognitive image and affective image on the destination image of The Lodge Maribaya has a significant effect on the interest of young tourists to revisit as indicated by the t-count value which is greater than t table.Kata Kunci: citra destinasi, cognitive image, affective image, minat kunjungan ulang
PENGARUH CONTENT MARKETING DAN USER-GENERATED CONTENT INSTAGRAM TERHADAP BRAND EQUITY PADA KONSULTAN PARIWISATA DESMA CENTER Firra Kholisha Mustika; Rahmat Ingkadijaya; Adhi Trirachmadi Mumin
Media Bina Ilmiah Vol. 17 No. 12: Juli 2023
Publisher : LPSDI Bina Patria

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Abstract

The development of technology has led to a shift in marketing trends in tourism from conventional (offline) to digital (online) channels using social media platforms. Instagram is one of the platforms that can be used to market products. Two-way communication on digital marketing on Instagram with soft selling techniques can make consumers more interested. Content marketing strategy is one of the techniques to attract consumer engagement with the aim of introducing the brand. This study aims to analyze the effect of content marketing and user-generated content Instagram on brand equity at DESMA Center tourism consultants. Using quantitative-descriptive methods with primary and secondary collection techniques. There are 3 research variables with 13 indicators in this study. The number of respondents was 100 people. Data processing techniques using Structural Equation Modeling-Partial Least Square (SEM PLS) with the help (software), by SmartPLS. After analyzing the Respondent Achievement Rate (TCR) of the three variables has a very good value with a score> 81%, content marketing variable is 85.8%, user-generated content variable is 88.2%, and the brand equity variable is 85.1%. The research results obtained are; there is an influence of content marketing variables on brand equity, there is an influence of content marketing variables on user-generated content and there is no influence of user-generated content variables on brand equity.
Co-Authors Adhi Trirachmadi Mumin Adinoto Nursiana Aditya Nova Putra Alda Chairani Amrullah Amrullah Arafah Willy Azzira Koesoema Zuleika Budi Supriyanto Budy Suyanto Derizal Derizal Desy Azulmi Dhiny Irena Sari Diena Mutiara Lemy Febby Salam Firra Kholisha Mustika Hariani, Dina Hengky Hermantoro Heny Ratnaningtyas Himawan Brahmantyo - STP Trisakti Jakarta, Himawan Julita Julita Linda Desafitri RB Maidar Simanihuruk Meinita Dewi Sulistian Mochamad Achmadi Myrza Rahmanita Poppy Wira Pertiwi Purwanti Dyah Pramanik Putri Rizkiyah R. Nirmalasari Nurlaila Rangga Anggara Rilla Rianty S. Pantja Djati Saptarining Wulan, Saptarining Tassya Yuliani Simasima Triana Rosalina Dewi Vitria Ariani