PENGARUH SOCIAL MEDIA MARKETING, USER-GENERATED CONTENT, DESTINATION IMAGE TERHADAP VISIT INTENTION DI DESA WISATA WAE REBO
DOI:
https://doi.org/10.22437/jmk.v14i2.46535Abstract
Transformasi digital telah merevolusi industri pariwisata dengan memperkuat peran media sosial sebagai sarana utama promosi destinasi dan pengambilan keputusan wisata. Penelitian ini bertujuan untuk menguji pengaruh Social Media Marketing (SMM) dan User-Generated Content (UGC) terhadap Visit Intention, dengan Destination Image sebagai variabel mediasi, dalam konteks Desa Wisata Wae Rebo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei online kepada 390 responden yang merupakan pengikut akun Instagram @waerebo.official namun belum pernah mengunjungi destinasi tersebut secara langsung. Analisis data dilakukan dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4.1.Hasil penelitian menunjukkan bahwa SMM berpengaruh positif dan signifikan terhadap Destination Image dan Visit Intention, baik secara langsung maupun tidak langsung (parsial). Sementara itu, UGC hanya berpengaruh signifikan terhadap Visit Intention secara tidak langsung, melalui mediasi penuh oleh Destination Image. Temuan ini menegaskan pentingnya membangun citra destinasi yang kuat sebagai jembatan antara stimulus digital dengan niat kunjungan wisatawan, sesuai kerangka teori Stimulus–Organism–Response (S-O-R). Secara praktis, hasil penelitian ini merekomendasikan agar pengelola destinasi tidak hanya fokus pada promosi resmi, tetapi juga mendorong penciptaan UGC yang otentik dan emosional. Strategi komunikasi digital yang memadukan aspek informatif dan afektif terbukti lebih efektif dalam membentuk persepsi destinasi dan meningkatkan minat kunjungan.
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