PENGARUH DAYA TARIK EVENT DAN CONTENT MARKETING TERHADAP KEPUTUSAN BERKUNJUNG KE EVENT MEDAN RASA BANGKOK
Keywords:
Kata Kunci: Daya Tarik Event; Content marketing; Keputusan BerkunjungAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik event dan content marketing terhadap keputusan berkunjung pada event Medan Rasa Bangkok 2025, yang merupakan bagian dari Roadshow Kuliner Viral Indonesia. Pengumpulan data dilakukan melalui kuesioner menggunakan Google Form kepada masyarakat yang berusia ≥17 tahun dan telah mengunjungi event tersebut, dengan jumlah responden sebanyak 96 orang. Metode penelitian yang digunakan adalah kuantitatif dengan teknik analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa daya tarik event dan content marketing berpengaruh positif dan signifikan terhadap keputusan berkunjung (p < 0,05), baik secara parsial maupun simultan. Nilai adjusted R² sebesar 0,79 menunjukkan bahwa kedua variabel mampu menjelaskan 79% variasi keputusan berkunjung, sedangkan 21% lainnya dipengaruhi oleh faktor lain di luar penelitian. Kata Kunci: Daya Tarik Event; Content marketing; Keputusan BerkunjungReferences
Arrazi, I. M., & Nugraha, H. S. (2021). Pengaruh Daya Tarik Dan Electronic Word Of Mouth Terhadap Keputusan Berkunjung Pada Kawasan Kota Lama Semarang. Jurnal Ilmu Administrasi Bisnis, 10(1), 890–899. https://doi.org/10.14710/jiab.2021.29886
Damayanti, R. A., & Puspitasari, A. Y. (2024). Kajian Potensi Daya Tarik Wisata Heritage di Indonesia. Jurnal Kajian Ruang, 4(1), 13. https://doi.org/10.30659/jkr.v4i1.36639
Dewi, N. P. W., & Mertayasa, I. G. A. (2023). The Effect of Tourism Attraction , Facilities and Social Media on the Decision to Visit Tourists to Taman Denbukit Camping Ground , Sukasada District , Buleleng Regency , Bali * Corresponding Author : demertayasa1970@gmail.com. 02(01), 33–46.
Hurdawaty, R., & Pusphanjali, P. (2022). Event MICE Sebagai Daya Tarik Pengunjung. Journal of Tourism and Creativity, 6(1), 15. https://doi.org/10.19184/jtc.v6i1.27783
Kuswardani, D. (2020). Model Keputusan Berkunjung Pada Obyek Wisata Di Kota Semarang. Jurnal Industri Pariwisata, 2(2), 130–143. https://doi.org/10.36441/pariwisata.v2i2.39
Lakeisha, D. P. (2024). Suci Utami Wikaningtyas.
Nisa, N. C. (2024). Pengaruh Content Marketing Dan Daya Tarik Wisata Terhadap Keputusan Berkunjung Melalui Minat Berkunjung Wisatawan (Studi Empiris Pada Taman Kreasi Alam Jatimori Ponorogo).
Saliin, E. (2023). Social Media Marketing. In Social Media Analyticsin Predicting Consumer Behavior (Issue September). https://doi.org/10.1201/9781003200154-2
Sari, N., MS, M., & Erlina, E. (2023). Digital Content Marketing Influences People to Visit Tourist Destinations. International Journal of Advances in Social Sciences and Humanities, 2(3), 212–221. https://doi.org/10.56225/ijassh.v2i3.244
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen dan Dinamika Bisnis (JMDB)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- The journal allow the authors to hold the copyright without restrictions and allow the authors to retain publishing rights without restrictions.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution 4.0 International License. Which means you are free to:- Share - copy and redistribute the material in any medium or format
- Adapt - remix, transform, and build upon the material for any purpose, even commercially.
