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Deykha Aguilika
Faculty of Economics and Bussiness, Universitas Trunojoyo Madura; Bangkalan, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Effect of Social Media Marketing and e-WOM on Interest in Visiting Lon Beach Lusy Rahmawati; Deykha Aguilika
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 6 (2024): JIMKES Edisi November 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i6.2986

Abstract

This study aims to analyze the influence of Social Media Marketing (SMM) and electronic word of mouth (e-WOM) on interest in visiting Lon Beach, Malang. The research sample consisted of 100 respondents determined using purposive sampling technique. Data were collected through a questionnaire measured using a Likert scale and analyzed using multiple linear regression with SPSS version 25. The results showed that SMM and e-WOM significantly influenced interest in visiting, both partially and simultaneously. The Adjusted R Square value of 0.617 indicates that 61.7% of the variation in interest in visiting can be explained by SMM and e-WOM, while the remaining 38.3% is influenced by other factors. The results of the hypothesis test show that SMM has a positive and significant influence on interest in visiting with a regression coefficient value of 0.496. Similar things were found in e-WOM with a coefficient value of 0.558. Simultaneously, these two variables have a mutually supportive relationship in increasing interest in visiting, as evidenced by the calculated F value of 80.603. This study confirms that effective social media marketing strategies and positive reviews from e-WOM can significantly increase public awareness and interest in visiting Lon Beach, Malang. These results provide important implications for tourism managers in designing digital-based marketing strategies.
Co-Authors Lusy Rahmawati