PENGARUH DAYA TARIK WISATA DAN DIGITAL MARKETING TERHADAP KEPUTUSAN BERKUNJUNG KE DESA BUKIT TINGGI, GUNUNGSARI DENGAN FOMO SEBAGAI MEDIASI

Dewi Rispawati, Lale Puspita Kembang, Herawati Khotmi, Wulandari Agustiningsih, Nadia Nuril Firdaus, Mahameru Nur Ikhsan Ramadhan, Emy Husrul Linny

Abstract


This study aims to determine and explain the influence of Tourist Attraction and Digital Marketing on Visit Decisions, mediated by Fear of Missing Out (FoMO), at Bukit Tinggi Tourism Village, Gunungsari District. This study employed an associative quantitative research design. Data were collected through an online survey using a questionnaire distributed via Google Forms. The sample consisted of 100 respondents who had visited Bukit Tinggi Tourism Village. Data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach through SmartPLS 4. The results show that Tourist Attraction has a positive effect on Visit Decisions; Digital Marketing has no significant effect on Visit Decisions; FoMO has a positive and significant effect on Visit Decisions; FoMO positively and significantly mediates the effect of Tourist Attraction on Visit Decisions; and FoMO also positively and significantly mediates the effect of Digital Marketing on Visit Decisions at Bukit Tinggi Tourism Village, Gunungsari District.

 

 


Keywords


Daya Tarik Wisata, Digital Marketing, Keputusan Berkunjung, Desa Bukit Tinggi Kecamatan Gunungsari, FoMO

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DOI: https://doi.org/10.31764/jabb.v7i2.43469

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