PENGARUH PROMOSI MEDIA SOSIAL, CITRA DESTINASI DAN FASILITAS TERHADAP MINAT BERKUNJUNG KEMBALI KEBUNRAYA MANGROVE WONOREJO KOTA SURABAYA

Ananda, Kusuma Agung (2025) PENGARUH PROMOSI MEDIA SOSIAL, CITRA DESTINASI DAN FASILITAS TERHADAP MINAT BERKUNJUNG KEMBALI KEBUNRAYA MANGROVE WONOREJO KOTA SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Minat seseorang untuk mengunjungi suatu tempat mencerminkan keinginan mereka untuk kembali atau mengunjungi destinasi tersebut. Dalam konteks ekowisata seperti Kebun Raya Mangrove Wonorejo, minat ini dipengaruhi oleh tiga faktor utama, yaitu Promosi melalui Media Sosial, Citra Destinasi, dan Fasilitas. Kebun Raya Mangrove Wonorejo di Surabaya memiliki potensi yang besar namun menghadapi masalah fluktuasi jumlah pengunjung, yang menunjukkan perlunya meningkatkan minat pengunjung untuk kembali. Oleh karena itu, penelitian ini bertujuan menganalisis dan menguji secara empiris dampak dari Promosi Media Sosial, Citra Destinasi, dan Fasilitas, baik secara individual terhadap Minat Berkunjung Kembali Kebun Raya Mangrove Wonorejo di Surabaya. Penelitian ini menggunakan metode kuantitatif dengan Analisis Regresi Linear Berganda dan melibatkan 100 responden wisatawan sebagai sampel. Pengumpulan data dilakukan melalui kuesioner dengan pengukuran skala Likert, serta data yang diproses melalui uji instrumen, uji asumsi klasik, dan uji hipotesis (uji t dan uji f). Hasil penelitian menunjukkan bahwa Promosi Media Sosial, Citra Destinasi, dan Fasilitas baik secara individual maupun secara bersama-sama, secara signifikan mempengaruhi minat berkunjung Kembali. Kontribusi ketiga variabel independen terhadap minat pengunjung ditunjukkan oleh nilai Adjusted R Square sebesar 72,5%. Temuan ini menekankan perlunya mengoptimalkan promosi digital, membangun citra destinasi yang kuat, serta terus meningkatkan kualitas fasilitas fisik guna mendorong dan mempertahankan minat berkunjung kembali terhadap Kebun Raya Mangrove Wonorejo. Kata Kunci: Promosi Media Sosial, Citra Destinasi, Fasilitas, Minat Berkunjung Kembali, Kebun Raya Mangrove Wonorejo Surabaya

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