MENELUSURI PERAN MEDIA DIGITAL DALAM MEMBENTUK CITRA DESTINASI DAN NIAT KUNJUNGAN ULANG WISATAWAN: STUDI KASUS CANDI BOROBUDUR

MUHAMMAD NABIL, . (2025) MENELUSURI PERAN MEDIA DIGITAL DALAM MEMBENTUK CITRA DESTINASI DAN NIAT KUNJUNGAN ULANG WISATAWAN: STUDI KASUS CANDI BOROBUDUR. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengeksplorasi peran kualitas layanan, pemasaran media sosial, dan citra destinasi dalam memengaruhi niat kunjungan ulang wisatawan ke Daya Tarik Wisata Candi Borobudur, sebuah situs warisan budaya di Asia Tenggara. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) pada data survei dari 327 wisatawan yang pernah berkunjung ke Daya Tarik Wisata Candi Borobudur. Hasil penelitian menunjukkan bahwa kualitas layanan dan pemasaran media sosial berpengaruh positif dan signifikan terhadap citra destinasi dan niat kunjungan ulang. Selain itu, citra destinasi juga berpengaruh positif terhadap niat kunjungan ulang wisatawan. Temuan ini menegaskan pentingnya meningkatkan layanan di lokasi serta memanfaatkan media sosial secara aktif dalam pemasaran destinasi. Secara teoretis, penelitian ini mengintegrasikan praktik pemasaran digital ke dalam kerangka loyalitas wisata berbasis warisan budaya. Rekomendasi strategis ditujukan kepada pembuat kebijakan pariwisata dan pemasar destinasi, yakni perlunya perpaduan antara layanan prima dan interaksi digital yang aktif guna membangun loyalitas wisatawan. Penelitian ini juga menawarkan model empiris yang mendukung pengembangan pariwisata berkelanjutan melalui peningkatan niat kunjungan ulang ke destinasi budaya. Kata Kunci: Kualitas Layanan, E-WOM, Pemasaran Media Sosial, Citra Destinasi, Niat Kunjungan Ulang, Candi Borobudur ***** This study aims to explore the role of service quality, social media marketing, and destination image in influencing tourists’ revisit intention to the Borobudur Temple Tourist Attraction, a cultural heritage site in Southeast Asia. A quantitative approach was employed using Structural Equation Modeling (SEM) on survey data collected from 327 tourists who had previously visited the Borobudur Temple Tourist Attraction. The findings reveal that service quality and social media marketing have a positive and significant influence on both destination image and revisit intention. In addition, destination image also positively affects tourists’ revisit intention. These findings highlight the importance of improving on-site services and actively utilizing social media in destination marketing. Theoretically, this study integrates digital marketing practices into the framework of heritage-based tourism loyalty. Strategic recommendations are addressed to tourism policymakers and destination marketers, emphasizing the need for a combination of excellent service and active digital engagement to build tourist loyalty. This study also offers an empirical model that supports the sustainable development of tourism through enhanced revisit intention to cultural destinations. Keywords: Service Quality, Electronic Word of Mouth (E-WOM), Social Media Marketing, Destination Image, Revisit Intention, Borobudur Temple.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Dr. Christian Wiradendi Wolor, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Muhammad Nabil .
Date Deposited:	01 Aug 2025 08:21
Last Modified:	01 Aug 2025 08:21
URI:	http://repository.unj.ac.id/id/eprint/57289

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