Pengaruh Sosial Media Marketing, Ekuitas Merek, dan Citra Destinasi Terhadap Keputusan Berkunjunng Ke Wisata Desa Lembah Mbencirang Gondang

Abstract

decision to visit Desa Lembah Mbencirang Gondang tour. This type of research uses a quantitative approach.Probability samplingis a sampling technique that provides equal opportunities for each element (member) of the population to be selected as a member of the sample, using a questionnaire. The sample amounted to 350 consumer respondents who visited the Mhatrang Valley Village Tourism. Data collection techniques using a questionnaire based on the results of validity and reliability. And using multiple linear regression analysis Social media marketing variable (X1) has a positive and significant effect on the visiting decision variable (Y) with a significance value of 0.000 <0.05. Brand equity variable (X2) has a positive effect and significant to the visiting decision variable (Y) with a significance value of 0.000 <0.05. The destination image variable has no positive and significant effect on the visiting decision variable (Y) with a significance value of 0.906 > 0.05. where the significance is greater than 0.05 But on the F test that the significance value is 0.000, it is smaller than 0.05.