MENGUJI NIAT TURIS MENGUNJUNGI TAMAN NASIONAL KARIMUNJAWA: BAGAIMANA PERAN SOCIAL MEDIA MARKETING?

MUHAMAD RAFI IBNU FAJRI, . (2025) MENGUJI NIAT TURIS MENGUNJUNGI TAMAN NASIONAL KARIMUNJAWA: BAGAIMANA PERAN SOCIAL MEDIA MARKETING? Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini, yang dilakukan dari September hingga Desember 2024, meneliti dampak social media marketing, destination image, destination awareness, dan destination trust terhadap visit intention ke Taman Nasional Karimunjawa, sebuah destinasi yang menghadapi tantangan keberlanjutan lingkungan serta meningkatnya persaingan di sektor pariwisata. Dengan pendekatan penelitian kuantitatif, studi ini dilaksanakan di Jakarta dan melibatkan 241 responden yang dipilih menggunakan metode purposive sampling. Data dikumpulkan melalui kuesioner daring terstruktur dan dianalisis menggunakan analisis faktor eksploratori dan konfirmatori, serta Structure Equation Modeling (SEM) dengan perangkat lunak SPSS dan AMOS versi 29.0. Hasil penelitian menunjukkan bahwa social media marketing secara signifikan memengaruhi destination image dan destination awareness, yang selanjutnya berdampak positif pada destination trust. Selain itu, destination image, destination awareness, dan destination trust terbukti secara signifikan mendorong visit intention ke Karimunjawa. Temuan ini juga menekankan pentingnya strategi media sosial yang terintegrasi, termasuk konten visual berkualitas tinggi, narasi yang mempromosikan konservasi lingkungan, dan keterlibatan aktif dengan calon wisatawan. Penelitian ini memberikan wawasan berharga tentang peran media sosial dalam mempromosikan destinasi ekowisata. Secara praktis, temuan ini dapat menjadi panduan bagi praktisi pariwisata dan pembuat kebijakan dalam merancang strategi pemasaran yang efektif dan berkelanjutan untuk mengatasi tantangan lingkungan dan persaingan, sekaligus menarik lebih banyak pengunjung. Secara teoretis, penelitian ini memperluas pemahaman tentang pariwisata berbasis digital dengan menekankan interaksi antara pemasaran media sosial dan perilaku wisatawan dalam konteks pariwisata. Rekomendasi untuk pengelolaan destinasi yang berkelanjutan juga disajikan untuk memastikan manfaat jangka panjang bagi lingkungan dan industri pariwisata. ***** The current research, which was carried out between September and December 2024, examines how social media marketing, destination image, destination awareness, and destination trust affect the intentions of tourists to visit Karimunjawa National Park, a place that is dealing with issues related to environmental sustainability and growing competition in the travel industry. 241 respondents were identified with purposive sampling for the study, which used a quantitative research methodology and was conducted in Jakarta. A structured online questionnaire was used to gather the data, and SPSS and AMOS version 29.0 were used for exploratory and confirmatory factor analysis as well as structural Equation Modeling (SEM). The results show that social media marketing has a major impact on destination awareness and image, which in turn has a positive impact on destination trust. Additionally, destination image, awareness, and trust significantly contribute to the intention to visit Karimunjawa. The findings also highlight the importance of an integrated social media strategy, including high-quality visual content, storytelling promoting environmental conservation, and active engagement with potential visitors. This study offers insightful information about how social media could potentially used to promote ecological destinations. Practically, the findings can guide tourism practitioners and policymakers in designing effective and sustainable marketing strategies that address environmental and competitive challenges while attracting more visitors. Theoretically, this research advances the understanding of digital-based tourism, emphasizing the interplay between social media marketing and tourist behavior in tourism contexts. Recommendations for sustainable destination management are also presented to ensure long-term benefits for the environment and the tourism industry.

Item Type:	Thesis (Magister)
Additional Information:	1) Prof. Usep Suhud, M.Si., Ph.D.; 2) Dr. Christian Wiradendi Wolor, SE., MM.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Users 26218 not found.
Date Deposited:	13 Feb 2025 06:33
Last Modified:	13 Feb 2025 06:33
URI:	http://repository.unj.ac.id/id/eprint/52800

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