Articles
PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, GREEN VALUE PERCEPTION, DAN DESTINATION BRANDING TERHADAP REVISIT INTENTION WISATAWAN DI DANAU LINOW TOMOHON
Published 2026-10-28
Keywords
- Social Media Marketing Activities,
- Green Value Perception,
- Destination Branding,
- Revisit Intention,
- Danau Linow Tomohon
How to Cite
PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, GREEN VALUE PERCEPTION, DAN DESTINATION BRANDING TERHADAP REVISIT INTENTION WISATAWAN DI DANAU LINOW TOMOHON. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://doi.cibangsa.org/DOI-2026-663
Abstract
Penelitian ini dilatarbelakangi oleh pentingnya peningkatan Revisit Intention wisatawan di Danau Linow Tomohon melalui aktivitas pemasaran media sosial, persepsi terhadap nilai lingkungan, dan penguatan merek destinasi. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Social Media Marketing Activities, Green Value Perception, dan Destination Branding terhadap Revisit Intention wisatawan di Danau Linow Tomohon. Penelitian menggunakan pendekatan kuantitatif dengan sampel sebanyak 100 responden yang pernah berkunjung ke Danau Linow Tomohon. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda, dengan pengujian validitas, reliabilitas, asumsi klasik, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa Social Media Marketing Activities berpengaruh positif dan signifikan terhadap Revisit Intention dengan koefisien regresi 0,292 dan signifikansi 0,004 < 0,05; Green Value Perception berpengaruh positif dan signifikan dengan koefisien regresi 0,587 dan signifikansi 0,000 < 0,05; serta Destination Branding berpengaruh positif dan signifikan dengan koefisien regresi 0,438 dan signifikansi 0,008 < 0,05. Secara simultan, ketiga variabel tersebut berpengaruh positif dan signifikan terhadap Revisit Intention. Dengan demikian, semakin baik aktivitas pemasaran media sosial, persepsi nilai lingkungan, dan Destination Branding, semakin tinggi pula keinginan wisatawan untuk kembali mengunjungi Danau Linow Tomohon.References
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