Octavila, Shinta and Dr. Ir. Fitria Dina Riana,, SP., MP. and Anisa Aprilia,, SP. MP., M.BA (2022) Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Produk terhadap Keputusan Pengunjung (Kasus pada Ekowisata Kampung Blekok Kecamatan Kendit, Kabupaten Situbondo). Sarjana thesis, Universitas Brawijaya.
Abstract
Seiring meningkatnya kebutuhan rekreasi masyarakat menyebabkan semakin beragam dan bertambah jumlah objek wisata. Pembangunan image untuk mendorong persepsi positif dimasyarakat menjadi strategi yang tepat untuk bertahan ditengah persaingan ketat. Selain semakin ketatnya persaingan antar objek wisata, pandemi COVID-19 serta keputusan pemerintah terkait COVID-19 menjadi tantangan baru bagi pengelola objek wisata. Salah satu objek wisata yang terdampak pandemi COVID-19 ialah Ekowisata Kampung Blekok. Upaya yang dilakukan pengelola ekowisata untuk bertahan dalam persaingan pasar dan pandemi COVID-19 yaitu dengan mengadopsi digital marketing. Dilain sisi pemasaran konvensional berupa word of mouth masih sering ditemukan ditengah masyarakat. Pengelola ekowisata berupaya menjaga kualitas produk ekowisata dengan menyesuaikan kebutuhan dan keinginan pengunjung untuk meningkatkan jumlah pengunjung dimasa new normal. Berdasasarkan permasalahan empiris di Ekowisata Kampung Blekok dan belum pernah dilakukan penelitian tentang image dan keputusan pengunjung, maka dilakukan penelitian yang bertujuan, yaitu 1) Mendeskripsikan aktivitas membangun image Ekowisata Kampung Blekok oleh pengelola ekowisata dan 2) Menganalisis pengaruh digital marketing, word of mouth, dan kualitas produk terhadap keputusan pengunjung Ekowisata Kampung Blekok. Hasil penelitian ini diharapkan dapat memberikan saran bagi pengelola Ekowisata Kampung Blekok dalam menerapkan strategi pemasaran untuk meningkatkan jumlah pengunjung dan pengembangan ekowisata. Penelitian ini dilakukan kepada seorang key informant melalui in-depth interview serta 84 pengunjung Ekowisata Kampung Blekok melalui survey online dengan instrument penelitian berupa google form. Data sekunder penelitian diperoleh melalui dokumentasi. Penelitian ini menggunakan metode analisis berupa analisis deskriptif, statistik deskriptif, dan Structural Equation Modelling-Partial Least Square (SEM-PLS) dengan pendekatan WarpPLS. Berdasarkan hasil penelitian diketahui bahwa: 1) Aktivitas membangun image Ekowisata Kampung Blekok oleh pengelola dilakukan dengan menitikeratkan pada unsur attributes, benefits, dan values melalui membangun area ekowisata, memberdayakan sumber daya manusia, dan digital marketing ; 2) Digital marketing berpengaruh positif dan sangat signifikan terhadap keputusan pengunjung, 3) Word of mouth berpengaruh positif dan sangat signifikan terhadap keputusan pengunjung; dan 4) Kualitas produk berpengaruh positif dan sangat signifikan terhadap keputusan pengunjung.
English Abstract
Along with the increasing recreational needs of the community, it causes more variety and an increasing number of tourist objects. Image development to encourage positive perceptions in the community is the right strategy to survive during intense competition. In addition to increasing competition between tourist objects, the COVID-19 pandemic and government decisions related to COVID-19 are new challenges for tourism object managers. One of the attractions affected by the COVID-19 pandemic is Kampung Blekok Ecotourism. The efforts made by ecotourism managers to survive in market competition and the COVID-19 pandemic are by adopting digital marketing. On the other hand, conventional marketing in the form of word of mouth is still often found in the community. Ecotourism managers strive to maintain the quality of ecotourism products by adjusting the needs and desires of visitors to increase the number of visitors in the new normal. Based on empirical problems in Kampung Blekok Ecotourism and no research has been conducted on the image and decisions of visitors, this research aims to: 1) Describe the activities of building the image of Ecotourism in Kampung Blekok by ecotourism managers and 2) Analyze the influence of digital marketing, word of mouth, and product quality on visitor decision in Kampung Blekok Ecotourism. The results of this study are expected to provide suggestions for Ecotourism managers in Kampung Blekok in implementing marketing strategies to increase the number of visitors and develop ecotourism. This research was conducted with a key informant through in-depth interviews and 84 visitors to Kampung Blekok Ecotourism through an online survey with a research instrument is a google form. Secondary research data was obtained through documentation. This study uses analytical methods in the form of descriptive analysis, descriptive statistics, and Structural Equation Modeling-Partial Least Square (SEM-PLS) with the WarpPLS approach. Based on the results of the research, it is known that: 1) The activities of building the Ecotourism image of Kampung Blekok by the manager are carried out by focusing on the elements of attributes, benefits, and values through building ecotourism areas, empowering human resources, and digital marketing; 2) Digital marketing has a positive and very significant effect on visitor decisions, 3) Word of mouth has a positive and very significant effect on visitor decisions, and 4) Product quality has a positive and very significant effect on visitor decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522040642 |
| Uncontrolled Keywords: | Image, Ekowisata, Digital Marketing, Word of Mouth, Kualitas Produk, Keputusan Pengunjung, COVID-19 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 18 Jan 2024 04:53 |
| Last Modified: | 18 Jan 2024 07:24 |
| URI: | http://repository.ub.ac.id/id/eprint/212000 |
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