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All Journal Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Manajemen Kesatuan Journal of Social Research
Diah Natalisa, Diah
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Digital Marketing, Attractions, and Services as Drivers of Tourist Satisfaction and Loyalty: Evidence from Mount Dempo, South Sumatra Elvera, Elvera; Natalisa, Diah; Mico, Sastra; Utami, Nisa Rahmaniyah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3719

Abstract

This study examines the effects of digital marketing, tourist attractions, and tourism services on tourist satisfaction, loyalty, and word of mouth, with brand trust as a mediating variable. A survey of 255 visitors to Mount Dempo, South Sumatra, was conducted using a quantitative approach and analyzed with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that digital marketing, attractions, and services significantly influence brand trust and satisfaction, which in turn drive loyalty and positive word of mouth. Furthermore, brand trust mediates the relationship between the three exogenous variables and the outcome variables, highlighting its strategic role in building long-term tourist loyalty. These findings support the Expectancy–Disconfirmation Theory, emphasizing the importance of aligning digital narratives with on-site experiences. The study contributes to both theory and practice by demonstrating the integrated role of digital promotion, attraction development, and service quality in fostering trust-based sustainable tourism. Keywords: Digital marketing, tourist attractions, tourism services, brand trust, satisfaction, loyalty, word of mouth, SEM-PLS
The Effect Of Endorsements, Online Promotions On Social Media And Word Of Mouth On Buying Interest In Culinary Businesses In Palembang City Azra, Annisa Auliya; Natalisa, Diah; Rosa, Aslamia; Widiyanti, Marlina
Journal of Social Research Vol. 3 No. 11 (2024): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v3i11.2282

Abstract

This research was conducted with the aim of determining the influence of endorsements, online promotions on social media and word of mouth on buying interest in culinary businesses in the city of Palembang. The number of samples used in this study was as many as 125 respondents who were included in the sample with a homogeneous population type or the entire population in the same area by purchasing products of the same type or brand using the purposive sampling method. The results of multiple linear regression analysis show that endorsement, online promotion on social media and word of mouth have a positive and significant effect on buying interest. Endorsement, it is hoped that you can choose a foodvlooger who has a good image in the community, has quite a lot of followers on social media, a way to do food reviews that attract consumer interest. Promotions, it is hoped that MSMEs often provide promo prices by collaborating with several merchants such as e-wallets or banks that often provide discounts. Word of mouth, it is hoped that MSME culinary business actors in the city of Palembang can take advantage of the role of social media in promotional events.
PENGELOLAAN KEUANGAN UNTUK MODAL USAHA DAN PEMANFAATAN TEKNOLOGI UNTUK PROMOSI DIGITAL PADA UMKM DI DESA BURAI, OGAN ILIR, SUMATERA SELATAN Widiyanti, Marlina; Adam, Mohammad; Natalisa, Diah; Wahab, Zakaria
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 8, No 4 (2025): MARTABE : JURNAL PENGABDIAN KEPADA MASYARAKAT
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v8i4.1577-1582

Abstract

Penelitian ini dilakukan bertujuan untuk memberikan pengetahuan dan pemahaman kepada pelaku UMKM dalam pemaparan dan pelatihan cara pengelolaan keuangan untuk modal kerja bagi pelaku UMK Desa Burai Kecamatan Tanjung Batu, Kabupaten Ogan Ilir, Provinsi Sumatera Selatan serta memberikan praktek pemanfaatan digital untuk meningkatkan penjualan produk UMKM di Desa Burai Kecamatan Tanjung Batu, Kabupaten Ogan Ilir, Provinsi Sumatera Selatan. Bentuk kegiatan dalam penelitian ini dengan visitasi selama 3 bulan. Metode pelaksanaan dengan presentasi dan praktek. Khalayak sasaran dalam penelitian ini dengan minimal 25 orang masyarakat pelaku UMKM di Desa Burai. Output dalam kegiatan ini adalah meningkatnya pengetahuan masyarakat dalam melakukan pengelolaan keuangan serta pemanfaatan teknologi untuk promosi digital bagi pelaku UMKM di Desa Burai Kecamatan Tanjung Batu, Kabupaten Ogan Ilir, Provinsi Sumatera Selatan.
Co-Authors Aslamia Rosa Azra, Annisa Auliya Dian Eka, Dian Elvera, Elvera Hendrianto Hendrianto, Hendrianto Marlina Widiyanti, Marlina Mico, Sastra mohammad adam, mohammad Nisa Rahmaniyah Utami Zakaria Wahab, Zakaria