PENGARUH DAYA TARIK WISATA, PROMOSI DIGITAL DAN FASILITAS TERHADAP MINAT BERKUNJUNG WISATAWAN DI OBJEK WISATA TAMAN KELAPA PANDAN WANGI LABUHANBATU

MILWAN HASIBUAN, NPM 2101100099 (2025) PENGARUH DAYA TARIK WISATA, PROMOSI DIGITAL DAN FASILITAS TERHADAP MINAT BERKUNJUNG WISATAWAN DI OBJEK WISATA TAMAN KELAPA PANDAN WANGI LABUHANBATU. Tugas_Akhir(Artikel) Jurnal Penelitian Ilmu-Ilmu Sosial, 2 (10). pp. 377-386. ISSN 3025-6704 (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk melihat hasil dari daya tarik, promosi digital, dan fasilitas terhadap minat kunjung wisatawan ke destinasi Taman Kelapa Pandan Wangi di Kabupaten Labuhanbatu. Pendekatan yang digunakan adalah kuantitatif dengan populasi penelitian berjumlah 156 wisatawan, berdasarkan data kunjungan pada Februari 2025. Sampel diambil menggunakan rumus Slovin dengan teknik random sampling, menghasilkan 112 responden. Instrumen utama pengumpulan data adalah kuesioner tertutup dengan skala Likert, didukung dokumentasi dan observasi lapangan. Hasil analisis menunjukkan bahwa secara parsial, variabel daya tarik wisata berpengaruh positif dan signifikan terhadap minat kunjungan. Demikian pula, promosi digital dan fasilitas menunjukkan kontribusi positif dan signifikan dalam meningkatkan minat wisatawan. Uji simultan memperkuat temuan ini, di mana ketiga variabel independen secara bersama-sama memberikan pengaruh yang signifikan terhadap minat wisatawan. Temuan ini menegaskan pentingnya pengelolaan terpadu dalam pengembangan destinasi wisata. Penguatan daya tarik melalui inovasi atraksi, optimalisasi promosi berbasis media digital, serta penyediaan fasilitas yang memadai menjadi elemen strategis untuk meningkatkan daya saing destinasi. Dalam konteks pariwisata lokal, hal ini tidak hanya mendorong peningkatan kunjungan tetapi juga memperkuat loyalitas pengunjung. Strategi pengembangan yang berorientasi pada kualitas pengalaman dan kepuasan wisatawan menjadi landasan penting dalam mendukung keberlanjutan sektor pariwisata daerah secara holistic. Keywords: Wisata, Promosi, Digital, Fasilitas, Minat, Berkunjung ================================================================ This study aims to see the results of the attraction, digital promotion, and facilities on the interest of tourists visiting the Taman Kelapa Pandan Wangi destination in Labuhanbatu Regency. The approach used is quantitative with a research population of 156 tourists, based on visit data in February 2025. The sample was taken using the Slovin formula with a random sampling technique, resulting in 112 respondents. The main instrument for data collection was a closed questionnaire with a Likert scale, supported by documentation and field observations. The results of the analysis show that partially, the tourist attraction variable has a positive and significant effect on interest in visiting. Likewise, digital promotion and facilities show a positive and significant contribution in increasing tourist interest. Simultaneous tests strengthen these findings, where the three independent variables together have a significant effect on tourist interest. These findings emphasize the importance of integrated management in developing tourist destinations. Strengthening the attraction through attraction innovation, optimizing digital media-based promotions, and providing adequate facilities are strategic elements to increase the competitiveness of destinations. In the context of local tourism, this not only encourages increased visits but also strengthens visitor loyalty. A development strategy that is oriented towards the quality of tourist experience and satisfaction is an important foundation in supporting the sustainability of the regional tourism sector holistically. Keywords: Tourism, Promotion, Digital, Facilities, Interest, Visit

Item Type: Article
Uncontrolled Keywords: Wisata, Promosi, Digital, Fasilitas, Minat, Berkunjung=============Tourism, Promotion, Digital, Facilities, Interest, Visit
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HM Sociology
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 23 Dec 2025 09:20
Last Modified: 23 Dec 2025 09:20
URI: http://repository.ulb.ac.id/id/eprint/2049

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