PENGARUH DIGITAL MARKETING DAN ATRIBUT PRODUK WISATA TERHADAP KEPUTUSAN PENGUNJUNG MELALUI MINAT BERKUNJUNG SEBAGAI VARIABEL INTERVENING PADA OBYEK TAMAN WISATA CELOSIA GARDEN KABUPATEN ACEH JAYA

Abstract

This study aims to see the influence of digital marketing and tourism product attributes on visitor decisions through visiting interest as an intervening variable at the Celosia Garden Kab. Aceh Jaya. This research was conducted at the Celosia Garden, Kab. Aceh Jaya. The objects in this study are the tourists at the Celosia Garden tourist park object. The population in this study were all visitors to the Celosia Garden tourism, object while the sample was 119 samples, which was obtained 7 times the number of indicators (17 x 7) = 119 samples. Sampling method using accidental sampling. The data analysis method in this study uses path analysis. Based on the results of digital marketing research, it does not affect the interest in visiting and the decision to visit the Celosia Garden tourist park. Product attribute variables affect the interest in visiting and the decision to visit the Celosia Garden tourism object. Furthermore, the variable of interest in visiting does not mediate the relationship between digital marketing and the decision to visit the Celosia Garden tourism object. The variable of interest in visiting mediates the relationship between product attributes and the decision to visit the Celosia Garden Kab. Aceh Jaya