Title: THE INFLUENCE OF DIGITAL MARKETING ON VISITING DECISIONS AND VISITOR SATISFACTION AS A MEDIATING VARIABLE AT TAMAN MINI INDONESIA INDAH, JAKARTA, INDONESIA
Authors:
Florensia Herienda*, Robiatul Adawiyah, Haryo Wicaksono, Pricilia Johani Sakti and Ervina Taviprawati
Abstract:
Digital marketing has become essential in the tourism industry, including attracting visitors to tourist destinations such as Taman Mini Indonesia Indah. This study aims to analyze the effect of digital marketing on the decision to visit Taman Mini Indonesia Indah, with visitor satisfaction as a mediating variable. The method used in this study is a quantitative approach with path analysis, which allows researchers to test the direct and indirect relationships between the variables studied. The research sample was 150 respondents selected through a questionnaire that measured digital marketing, visiting decisions, and visitor satisfaction using a 5-point Likert scale. The results of the validity and reliability tests showed that all question items in the questionnaire were valid and reliable. The path analysis shows that digital marketing significantly affects visitor satisfaction (t-statistic = 8.142, p-value = 0.000) and visiting decisions (t-statistic = 8.477, p-value = 0.000). In addition, visitor satisfaction acts as a significant mediating variable between digital marketing and visiting decisions (t-statistic = 4.866, p-value = 0.000). These findings suggest that digital marketing influences the decision to see directly and through visitor satisfaction as an intermediary. Based on the study’s results, it is recommended that Taman Mini Indonesia Indah strengthen its digital marketing strategy to increase visitor satisfaction and motivate visitors to return. Further research can explore other factors influencing the decision to visit with a broader sample.
Keywords: Digital marketing, visiting decisions, visitor satisfaction.
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