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THE INFLUENCE OF DIGITAL MARKETING, TOURIST ATTRACTION, AND SERVICE QUALITY ON VISITOR LOYALTY WITH SATISFACTION AS A MEDIATING VARIABLE Dede Yusuf Sutrisman; Abdul Kodir Djaelani; Ahmad Subhan Mahardani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 8 (2026): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21212776

Abstract

This study analyzes the influence of digital marketing, tourist attraction, and service quality on visitor loyalty at Eco Active Park, Batu City, East Java, with visitor satisfaction as a mediating variable. This research is motivated by the rapid growth of the tourism industry and increasingly intense competition, making visitor loyalty a crucial factor for business sustainability. Furthermore, the instability of visitor numbers reflects that visitor loyalty remains a major challenge that needs to be addressed by destination managers. The study employed a quantitative explanatory approach with a nonprobability sampling technique through purposive sampling involving 100 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results indicate that tourist attraction and visitor satisfaction have a positive and significant influence on visitor loyalty, as indicated by p-value of 0.000 and 0.001, respectively, while digital marketing and service quality do not have a significant direct effect, as indicated by p-value of 0.386 and 0.162. Furthermore, visitor satisfaction is proven to mediate the influence of digital marketing, tourist attraction, and service quality on visitor loyalty, as indicated by p-value of 0.023, 0.004, and 0.011, respectively. These findings affirm that visitor satisfaction is the key factor in building loyalty, which should be the top priority for long-term business sustainability
Co-Authors A. Agus Priyono Abadiah Sholekhah Alsadilla Abd Halim Abd. Hakam Abd. Wahed Abdillah, Mohammad Rifki Abdul Malik Abdullah Syakur Novianto ABS, M Khoirul Achmad Agus Priyono Achmad Rian Abimanyu Adelia, Keysya Adib Lazward Irkhami Aditya Yoga Pratama Adrika Fardisa Maskuna Afi Rachmat Slamet Afi Rahamat Slamet Afi Rahmat Slamet Afi Rahmat Slamet Afifah Ardiyanti Pramesti Agung Sunanto Ahmad C Ahmad Nur fajar Ahmad Nurdin Ahmad Zied Almathori Zohri Aji Achmad Syaifullah Akhmad Muzzaki Al Fani, Fahmiatus Silmiyah Aleria Irma Hatneny Alfiah Alfiah Alfian Budi Primanto Alfrian Nidal Ali, Risa Risanti Alif Taufan Wijaya Alif Wahyu Wicaksana Alvin Mauludi Setiawan Ameirul Widiananda Amin, Muhammad Sirojuddin Amita Rizki Anak Agung Gede Sugianthara Andi Normaladewi Anggraini, Diah Ayu Anggriani, Rini Anindita Cahya Mahadi Anisah Fauziyah Aniyah, Nabila Masrurotul Annisa Sari Arif Irvan Arini Fitri Mustapita Arini Fitria Mustapita Arista Dwi Lestari Ashar Ashar Asifa Imarda Asrori, Mukhamad Sobih Astri Sukma Andini Aulia Firma Hairera Awaludin Awaludin Aziz, Latifatul Hamida Azza, Bilqiis Rihhadatul A’izzatul A’yun Bagas Baskoro Bagus Alisyah Putra Bahris Syamsi Baiq Nurul Liza Basalamah, Muhammad Ridwan Bima Nufrizar Rosyidi Brahmantyo Yudistira Bulgis Bulgis Cyndi Khoryratu Hikmah Dede Yusuf Sutrisman Dharma Yudha Dimas Aditya Eka Wardana Dina Fauzia Nurcholifah Dina, Zakiyatul Rohmah Dinda Yulian Triasa Dinni Mufazatul Himah Dwi Apriliana Edwin Adha Mulia Eka Farida Erik Ibrahim Eris Dianawati Ervita Ayu Astika Etty Saraswati Eva Sulistiana Fahrurrozi Rahman Fahrurrozi Rahman Faiqotul Khumaidah Farandi, Alfin Dafa Hans Fatoni, Muchammad Arif Febi Mulyasari Febytria Nur Imawati Feni Haryati Susilaningsih Gali Styowidodo Hakiki Mufarozi Hanik Uswatul Munawaroh Hardi Pratama Hasin, Muhammad Khoirul Havisfal Alviansyah Hilya Salsabila Ibnu Zakaria Ida Fitriana Ida Ismawati Idrus, M Ifah, Nadrian Ifan Zainul Hasan Iffah Alfi Masruroh Ihwanul Mutaqin Ika Febriana Ike Roudhotul Ulfa Imam Muhtadin Indah Kusuma Wardani Indira Tiara Dewi Lestari N. 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