Pengaruh Digital Marketing Terhadap Keputusan Berkunjung Wisatawan Ke Desa Wisata Sindangkasih Garut [The Influence of Digital Marketing on Tourists' Decision to Visit Sindangkasih Tourism Village, Garut]

The Influence of Digital Marketing on Tourists' Decision to Visit Sindangkasih Tourism Village, Garut

Abstract

This study aims to examine the influence of digital marketing on tourists’ decisions to visit Sindangkasih Tourism Village in Garut. Managed by the local community through the Tourism Awareness Group (POKDARWIS), the village utilizes social media platforms such as TikTok and Instagram to attract tourists through engagingvisual content. The study employs multiple linear regression analysis on digital marketing variables: online communities, interaction, content sharing, accessibility, and credibility. The results show that all variables significantly influence tourists' visit decisions, with a contribution rate of 62.5%. Social media is proven effective in increasing tourist interest, although challenges remain in digital content management due to limited human resource capacity. These findings highlight the importance of optimizing digital marketing strategies by improving human resource skills, collaborating with influencers, and emphasizing local identity to enhance the competitiveness of Sindangkasih Tourism Village in the digital era.