PENGARUH SALURAN INFORMASI DIGITAL TERHADAP KESADARAN DESTINASI DENGAN KETERLIBATAN PERJALANAN SEBAGAI VARIABEL MEDIASI

Veline Velicia Manek; Surya  Setyawan

doi:10.31539/549dy309

Authors

Veline Velicia Manek Universitas Kristen Maranatha
Surya Setyawan Universitas Kristen Maranatha

DOI:

https://doi.org/10.31539/549dy309

Keywords:

Saluran Informasi Digital, Keterlibatan Perjalanan, Kesadaran Destinasi

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh saluran informasi digital terhadap kesadaran destinasi dengan keterlibatan perjalanan sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode kausal. Data dikumpulkan melalui kuesioner terhadap 180 responden yang merupakan pengguna aktif media sosial dan pernah mencari informasi wisata dalam enam bulan terakhir. Analisis data dilakukan menggunakan Structural Equation Modelling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa saluran informasi digital berpengaruh positif dan signifikan terhadap kesadaran destinasi dan keterlibatan perjalanan. Keterlibatan perjalanan juga terbukti berpengaruh positif terhadap kesadaran destinasi serta berperan sebagai variabel mediasi dalam hubungan tersebut. Hal ini menunjukkan bahwa penggunaan saluran informasi digital yang efektif dapat meningkatkan kesadaran destinasi secara langsung maupun tidak langsung melalui peningkatan keterlibatan wisatawan. Penelitian ini memberikan implikasi bahwa pengelola destinasi perlu mengoptimalkan strategi komunikasi digital untuk meningkatkan keterlibatan dan kesadaran wisatawan.

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