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All Journal Media Wisata Yayasan Cita Cendikiawan Al Khwarizmi BEGAWE: Jurnal Pengabdian Masyarakat SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa
Meliawati
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Journal : Media Wisata

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Destination Branding in The Digital Age: Social Media, Brand Equity, And Tourist Loyalty In Batam Meliawati; Sihombing, Dame Afrina; Lily Purwianti
Media Wisata Vol. 23 No. 1 (2025): Media Wisata
Publisher : Sekolah Tinggi Pariwisata AMPTA Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36276/mws.v23i1.779

Abstract

Batam is the largest contributor to the number of foreign tourists to the Riau Islands and has great potential as the main entry point for tourism. This research aims to determine tourist characteristics and the influence of social media communication and brand equity on destination brand loyalty and tourist satisfaction in Batam. This research applies quantitative methods using the population of foreign tourists who come to Batam. Apart from that, the sample used is data on foreign tourists who come to Batam for the purpose of traveling. This research obtained the results that social media communication and brand equity factors influence tourist satisfaction, then tourist satisfaction has a positive influence in mediating these factors on destination brand loyalty. The limitation of this research is the scope of the research which only involves foreign  tourists who travel to Batam.
Co-Authors Aliandrina, Dessy Arita, Peni Ariyanto, Hepy Hefri Aunina, Yusra Jovial Pally Taran Junaida, Rida Kasih, Dar Kwok, Sherly Lily Purwianti Mustaqin, Hidayatul Noviana, Susi Oda Ignatius Besar Hariyanto, Oda Ignatius Besar Piandi Prima, Argo Putra Purba, Hilarius Raditya Priambada Ratih Anggraini, Ratih Sari, Septina Purnama Sihombing, Dame Afrina Sumardi Efendi Ziadi, Fajri