Pengaruh Promosi Media Online dan Ketersediaan Sarana Prasarana Terhadap Kepuasan Wisatawan yang Berkunjung ke Pulau Kojadoi Kabupaten Sikka

Yulianty, Maria Rosalia
Rangga, Yoseph Darius Purnama
Wisang , Imelda Virgula

Pusat Publikasi Ilmu Manajemen
Vol. 4 No. 3 (2026): Juli: Pusat Publikasi Ilmu Manajemen

Tourism is one of the strategic sectors that plays an important role in promoting regional economic development. The development of tourist destinations is influenced not only by tourist attractions but also by the effectiveness of promotion and the availability of supporting facilities and infrastructure. This study aims to analyze the effect of online media promotion and the availability of facilities and infrastructure on tourist satisfaction among visitors to Kojadoi Island, Sikka Regency, both partially and simultaneously. This study employed a quantitative approach with an associative research design. The research population consisted of 834 domestic tourists who visited Kojadoi Island in 2025. A sample of 90 respondents was determined using the Slovin formula with an accidental sampling technique. Data were collected through observation, interviews, questionnaires, documentation, and literature review. Data analysis was conducted using descriptive analysis, instrument testing, classical assumption tests, multiple linear regression analysis, coefficient of determination, t-test, and F-test with the assistance of SPSS. The results showed that online media promotion was categorized as good, with an average score of 78.9%, the availability of facilities and infrastructure was categorized as good, with an average score of 80.3%, and tourist satisfaction was categorized as very good, with an average score of 85.2%. The regression equation obtained was Y = 15.749 + 0.356X1 + 0.172X2. Online media promotion had a positive and significant effect on tourist satisfaction, with a t-value of 3.959 and a significance value of 0.000. The availability of facilities and infrastructure also had a positive and significant effect on tourist satisfaction, with a t-value of 2.270 and a significance value of 0.026. Simultaneously, online media promotion and the availability of facilities and infrastructure had a significant effect on tourist satisfaction, with an F-value of 31.017 and a significance value of 0.000. The coefficient of determination showed an R Square value of 0.416, indicating that online media promotion and the availability of facilities and infrastructure jointly explained 41.6% of the variation in tourist satisfaction, while the remaining 58.4% was explained by other factors outside the research model.