PENGARUH CITRA MEREK, DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG DI MUSEUM LOKANANTA SOLO - Arum Pinar Cahyani; Alfira Setya Fitriyanti; Nadia Anis Ramadhani; Deni Eka Nurhidayatulloh; Nadiya Fikriyatuz Zakiyah (Procuratio : Jurnal Ilmiah Manajemen, 2025)
This study aims to analyze the influence of Brand Image, Digital Marketing, and Electronic Word of Mouth (e-WOM) on the Visiting Decision at the Lokananta Museum in Solo as a local cultural destination. A quantitative method was employed with purposive sampling involving 40 respondents. Data were analyzed using multiple linear regression and classical assumption tests. The findings reveal that digital marketing has a significant and positive effect on visiting decisions, while brand image and e-WOM have a positive but statistically insignificant influence. The coefficient of determination (R²) of 50.9% indicates that the three variables collectively explain a substantial portion of the variance in visiting decisions. These results highlight the importance of optimizing digital strategies for museum promotion and emphasize the need to strengthen brand image and activate e-WOM as supporting elements. The study contributes theoretically to the development of consumer behavior studies in the cultural tourism sector and opens opportunities for further research with more contextual and exploratory approaches. Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Digital Marketing, dan Electronic Word of Mouth (e‑WOM) terhadap Keputusan Berkunjung ke Museum Lokananta Solo sebagai destinasi budaya lokal. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling terhadap 40 responden, dan analisis data dilakukan melalui uji regresi linear berganda serta uji asumsi klasik. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh signifikan dan positif terhadap keputusan berkunjung, sementara citra Merek dan e‑WOM berpengaruh positif namun tidak signifikan secara statistik. Koefisien determinasi (R²) sebesar 50,9% menunjukkan bahwa ketiga variabel mampu menjelaskan sebagian besar variasi keputusan berkunjung. Temuan ini menekankan pentingnya optimalisasi strategi digital dalam promosi museum, serta perlunya penguatan citra Merek dan aktivasi e‑WOM sebagai elemen pendukung. Penelitian ini memberikan kontribusi teoritis terhadap pengembangan kajian perilaku konsumen di sektor pariwisata budaya, serta membuka ruang bagi penelitian lanjutan dengan pendekatan yang lebih kontekstual dan eksploratif.