Promosi Digital dan Daya Tarik Destinasi sebagai Prediktor Minat Kunjung Ulang Wisatawan Cipacet
DOI:
https://doi.org/10.63822/n60tt392Keywords:
promosi digital, daya tarik destinasi, minat kunjung ulang, wisata alamAbstract
Penurunan kunjungan Wisata Alam Cipacet dari sekitar 9.800 wisatawan pada 2022 menjadi 8.500 wisatawan pada 2025 menunjukkan perlunya strategi retensi pengunjung yang tidak hanya berorientasi pada akuisisi kunjungan baru. Penelitian ini bertujuan menganalisis promosi digital dan daya tarik destinasi sebagai prediktor minat kunjung ulang wisatawan. Pendekatan kuantitatif digunakan melalui survei potong lintang terhadap 99 wisatawan yang dipilih dengan purposive sampling. Data dikumpulkan menggunakan 24 butir pernyataan berskala Likert dan dianalisis dengan statistik deskriptif, uji reliabilitas, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil menunjukkan bahwa promosi digital, daya tarik destinasi, dan minat kunjung ulang berada pada kecenderungan positif dengan rata-rata masing-masing 3,72; 3,87; dan 3,88. Promosi digital berpengaruh positif terhadap minat kunjung ulang (B = 0,415; beta = 0,385; p < 0,001), sedangkan daya tarik destinasi memiliki pengaruh relatif lebih kuat (B = 0,582; beta = 0,541; p < 0,001). Kedua prediktor secara simultan signifikan (F = 155,427; p < 0,001) dan menjelaskan 76,4% variasi minat kunjung ulang. Temuan menegaskan bahwa promosi digital efektif ketika konsisten dengan pengalaman aktual di destinasi. Prioritas pengelolaan perlu diarahkan pada penguatan keunikan Cipacet, pembaruan atraksi, dan konten digital yang lebih menarik serta informatif.
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