Pengaruh Media Sosial dan Citra Merek terhadap Intensi Kunjungan Konsumen ke Rustic Market Tiny Villages Trawas, Kabupaten Mojokerto
DOI:
https://doi.org/10.62383/tamasya.v3i3.1243Keywords:
Brand Image, Social Media, Tourism Marketing, Visit Intention, Visitor MarketAbstract
This study aims to analyze how social media and brand image influence consumer intention to visit the Small Village Market located in Trawas, Mojokerto Regency. This study adopts a quantitative framework with a causal associative approach. The study population consists of visitors to the Small Village Market in Trawas, with an undetermined exact number. A sample of 110 respondents was determined using the Lemeshow algorithm and selected using a Likert scale from 1 to 4. Data study uses multiple linear regression after assessing validity, reliability, and classical assumptions, and continued with t-test, F-test, and coefficient of determination (R²). The study shows that social media has a positive and significant impact on consumer visit intention, with a significance value of p < 0.001. The positive and significant impact of brand image on consumer visit intention is clearly visible, indicated by a significance value of p < 0.001. Simultaneously, social media and brand identity have an important role in shaping consumer visit intention, as evidenced by a significance value of p < 0.001. The coefficient of determination (R²) of 0.806 shows that social media and brand image explain 80.6% of the fluctuation in visit intention, with the remaining 19.4% influenced by variables outside the scope of this study. The study provides implications for Rustic Market Tiny Villages management to strengthen brand image to increase consumer visit intention.
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