PENGARUH DAYA TARIK WISATA DAN DIGITAL MARKETING TERHADAP KEPUTUSAN BERKUNJUNG KE DESA BUKIT TINGGI, GUNUNGSARI DENGAN FOMO SEBAGAI MEDIASI

Dewi Rispawati (Universitas Mataram)
Lale Puspita Kembang (Universitas Mataram)
Herawati Khotmi (Universitas Mataram)
Wulandari Agustiningsih (Universitas Mataram)
Nadia Nuril Firdaus (Universitas Mataram)
Mahameru Nur Ikhsan Ramadhan (Universitas Mataram)
Emy Husrul Linny (Universitas Mataram)

Jurnal of Applied Business and Banking (JABB)
Vol 7, No 2 (2026): November

This study aims to determine and explain the influence of Tourist Attraction and Digital Marketing on Visit Decisions, mediated by Fear of Missing Out (FoMO), at Bukit Tinggi Tourism Village, Gunungsari District. This study employed an associative quantitative research design. Data were collected through an online survey using a questionnaire distributed via Google Forms. The sample consisted of 100 respondents who had visited Bukit Tinggi Tourism Village. Data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach through SmartPLS 4. The results show that Tourist Attraction has a positive effect on Visit Decisions; Digital Marketing has no significant effect on Visit Decisions; FoMO has a positive and significant effect on Visit Decisions; FoMO positively and significantly mediates the effect of Tourist Attraction on Visit Decisions; and FoMO also positively and significantly mediates the effect of Digital Marketing on Visit Decisions at Bukit Tinggi Tourism Village, Gunungsari District.