PENGARUH PROMOSI MEDIA SOSIAL DAN CITRA DESTINASI TERHADAP MINAT BERKUNJUNG KE AIR SANIH, BULELENG

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh promosi media sosial dan citra destinasi secara parsial dan simultan terhadap minat berkunjung. Penelitian ini dilakukan di Air Sanih, Buleleng. Sampel yang digunakan adalah pernah berkunjung atau ingin berkunjung ke Air Sanih, Buleleng sebanyak 50 responden. Teknik analisis data menggunakan Uji Validitas, Uji Reabilitas, Uji Asumsi Klasik, Anaisis Regresi Linier Berganda, Analisis Korelasi Parsial, Analisis Korelasi Berganda, Uji Koefisien Determinasi, Uji F dan Uji t. Dari hasil penelitian dapat dilihat bahwa promosi media sosial berpengaruh positif dan signifikan terhadap minat berkunjung, dengan nilai thitung  2,498 > ttabel 1,677 dan signifikannya sebesar 0,000 < 0,05, citra destinasi berpengaruh positif signifikan terhadap minat berkunjung, dengan nilai thitung 5,450 > ttabel 1,677 dan sebesar 0,000 <0,05, dan secara simultan promosi media sosial dan citra destinasi berpengaruh signfikan terhadap minat berkunjung, dimana Fhitung 119,768 > Ftabel 3,25, dan signifikannya sebesar 0,000 < 0,05 maka. Saran yang dapat diberikan peneliti adalah Air Sanih Buleleng diharapkan meningkatkan intensits promosi pada media sosial dan membangun citra destinasi yang baik, agar nantinya dapat meningkatkan niat kunjungan, meningkatkan intensitas dalam menggunggah video atau foto promosi di media sosial, seperti rutin setiap hari mengunggah aktivitas di area tempat wisatawa, seminggu 1 atau 2 kali mempostik video atau foto promosi tentang fasilitas maupun promo-promo menarik dan memperbaharui fasilitas yang sudah tidak layak dugunakan, serta meningkatkan kualitas kebersihan fasilitas agar selalu dapat memberikan fasilitas yang berkualitas.

This study aims to determine the partial and simultaneous effects of social media promotion and destination image on visiting intention. The study was conducted at Air Sanih, Buleleng. The sample consisted of 50 respondents who had previously visited or intended to visit Air Sanih, Buleleng. Data were analyzed using validity and reliability tests, tests of classical assumptions, multiple linear regression analysis, partial correlation analysis, multiple correlation analysis, coefficient of determination analysis, and t- and F-tests. The results showed that social media promotion had a positive and significant effect on visiting intention, with a calculated t-value of 2.498, which was greater than the critical t-value of 1.677, and a significance value of 0.000 < 0.05. Destination image also had a positive and significant effect on visiting intention, with a calculated t-value of 5.450, which was greater than the critical t-value of 1.677, and a significance value of 0.000 < 0.05. Simultaneously, social media promotion and destination image had a significant effect on visiting intention, with a calculated F-value of 119.768, which was greater than the critical F-value of 3.25, and a significance value of 0.000 < 0.05. It is recommended that Air Sanih, Buleleng, increase the intensity of its social media promotions and build a positive destination image to increase visitors' intention to visit. The destination should also increase the frequency of uploading promotional videos and photos on social media, such as regularly posting daily updates about activities in the tourist area, uploading promotional videos or photos featuring facilities and attractive promotional offers once or twice a week, updating or replacing facilities that are no longer fit for use, and improving the cleanliness of the facilities to ensure that visitors are consistently provided with quality facilities