THE INFLUENCE OF SOCIAL MEDIA, SERVICE QUALITY, AND INNOVATION ON THE DECISION TO VISIT WITH TOURIST ATTRACTION AS AN INTERVENING VARIABLE IN SUGIH WARAS VILLAGE, TELUK GELAM DISTRICT, OGAN KOMERING ILIR.

Authors

  • Cindi Pramita Universitas Islam Negeri Raden Fatah Palembang, Indonesia Author
  • Maftukhatusolikhah Maftukhatusolikhah Universitas Islam Negeri Raden Fatah Palembang, Indonesia Author
  • Peny Cahaya Azwari Universitas Islam Negeri Raden Fatah Palembang, Indonesia Author

Keywords:

Social Media, Service Quality, Innovation, Decision to Visit, Tourist Attraction

Abstract

This study aims to analyze the extent of the influence of social media, service quality, and innovation on the decision to visit, with tourist attraction as an intervening variable, in Sugih Waras Village, Teluk Gelam District, Ogan Komering Ilir. It also examines whether tourist attraction can mediate the relationship between social media, service quality, and innovation on the decision to visit. The data analysis technique employed is quantitative analysis, using the SmartPLS 3.0 application. The population in this study consists of visitors to Sugih Waras Tourism Village, with a sample size of 190 respondents. The data collection technique used primary data through a questionnaire survey employing a Likert scale. The results show that social media does not influence tourist attraction, but service quality and innovation positively and significantly influence tourist attraction. On the other hand, social media, service quality, and innovation positively and significantly influence the decision to visit. Additionally, tourist attraction does not mediate the effect of social media on the decision to visit, while service quality and innovation successfully mediate the effect of tourist attraction on the decision to visit.

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Published

2024-07-30

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Vol. 1 No. 1 (2024): July

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