The influence of brand image and digital marketing on the decisions to visit tourists to improve the community's economy in Sayum Sabah
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Jul 3, 2023
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Abstract
This study aimed to determine the effect of Brand Image and Digital Marketing on the decision to visit tourists to improve the economy of the people in Sayum, Sabah. Sayum Sabah village is one of the Sibolangit sub-district villages with beautiful natural scenery and abundant agricultural produce. However, Sayum Sabah village is the poorest village in the Sibolangit area, requiring special attention from various parties to maximize its natural potential in order to improve the welfare of the village population. The sample in this study was 98 tourist visitors. Multiple linear regression and hypothesis testing are the analytical methods used. The results of the study show that brand image has a significant effect on visiting decisions. Digital Marketing influences the decision to visit tourists to improve the people's economy in Sayum, Sabah. Branding is one way that can be used to form an image or uniqueness of a destination to maintain the sustainability of a tourist village through a marketing system. They are branding a function as a differentiator or comparison between brands or products. These results illustrate that Digital Marketing is a determinant of increasing Visit Decisions.
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How to Cite
Segara, S. C., Effendi, I., & Lubis, A. (2023). The influence of brand image and digital marketing on the decisions to visit tourists to improve the community’s economy in Sayum Sabah. Enrichment : Journal of Management, 13(2), 1536-1542. https://doi.org/10.35335/enrichment.v13i2.1505
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Arroyo, C. G., Barbieri, C., & Rich, S. R. (2013). Defining agritourism: A comparative study of stakeholders’ perceptions in Missouri and North Carolina. Tourism Management, 37, 39–47.
Ary Widiastini, N. M. (2015). Strategi Pemasaran Pariwisata Di Kabupaten Buleleng, Bali. Jurnal Ilmu Sosial Dan Humaniora, 1(1), 1–19. https://doi.org/10.23887/jish-undiksha.v1i1.4492
Carlsen, J., & Butler, R. (2011). Island tourism: Sustainable perspectives. CAB International.
Dedy, A., Setyarto, A., Mubarok, A., & others. (2021). Pengaruh brand image dan daya tarik wisata terhadap keputusan berkunjung pada geger bintang matahari gunung putri lembang. Jurnal Sains Manajemen, 3(1), 41–47.
Duwi, Y. H. (2016). Pengaruh City Branding, City Image dan Reference Group Terhadap Keputusan Berkunjung Kembali Wisatawan Di Kota Batu. Jurnal Mahasiswa FEB Universitas Brawijaya, 5(2).
Effendi, I., Ginting, P., Lubis, A. N., & Fachrudin, K. A. (2015). Analysis of consumer behavior of organic food in North Sumatra Province, Indonesia. Journal of Business And Management, 4(1).
Hermawan, H. (2017). Pengaruh daya tarik wisata, keselamatan, dan sarana wisata terhadap kepuasan serta dampaknya terhadap loyalitas wisatawan: studi Community Based Tourism di Gunung Api Purba Nglanggeran. Media Wisata, 15(1).
Irfan, M., & Suryani, A. (2017). Local Wisdom Based Tourist Village Organization in Lombok Tourist Area. International Journal of English Literature and Social Sciences, 2(5), 73–82. https://doi.org/10.24001/ijels.2.5.10
Joshi, P. (2012). A Stakeholder Networking for Sustainable Rural Tourism Development in Konkan Region of Maharashtra State (India). Reseach Paper, 1(9).
Maetzold, J. A. (2002). Nature-based tourism and agritourism trends: unlimited opportunities, beyond the table, future farms 2002: A Supermarket o f ideas. Washington, DC: Kerr Center for Sustainable Agriculture, USDA/NRCS.
Makhasi, G. Y. M., & Sari, S. D. L. (2017). Strategi Branding Pariwisata Indonesia Untuk Pemasaran Mancanegara. ETTISAL: Journal of Communication, 2(2), 31–41.
Marwanti, S. (2015). Pengembangan Agrowisata Berbasis Masyarakat Di Kabupaten Karanganyar. Caraka Tani: Journal of Sustainable Agriculture, 30(2), 48–55.
Musay, F. P. (2013). Pengaruh brand image terhadap keputusan pembelian (survei pada konsumen kfc kawi malang). Brawijaya University.
Nadda, V. K., Dadwal, S. S., & Firdous, A. (2015). Social media marketing. In Handbook of Research on Integrating Social Media into Strategic Marketing (pp. 359–379). IGI Global.
Pertanian, D. (2003). Direktori Profil Agrowisata: Agrowisata Meningkatkan Pendapatan Petani. Dikutip.
Purwanti, I. (2019). Strategi Kelompok Sadar Wisata dalam Penguatan Desa Wisata. JISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 8(3), 101–107. https://publikasi.unitri.ac.id/index.php/fisip/article/view/1792
Rozak, H., Adhiatma, A., Fachrunnisa, O., & Rahayu, T. (2021). Social Media Engagement, Organizational Agility and Digitalization Strategic Plan to Improve SMEs’ Performance. IEEE Transactions on Engineering Management, 1–10. https://doi.org/10.1109/TEM.2021.3085977
Shang, Y., Mehmood, K., Iftikhar, Y., Aziz, A., Tao, X., & Shi, L. (2021). Energizing intention to visit rural destinations: how social media disposition and social media use boost tourism through information publicity. Frontiers in Psychology, 12, 782461.
Siregar, J. R., Ginting, R., & Effendi, I. (2019). Persepsi Kelompok Tani terhadap Peranan Penyuluh Pertanian di Kecamatan Rantau Utara Kabupaten Labuhan Batu. AGRISAINS: Jurnal Ilmiah Magister Agribisnis, 1(2), 129–137. https://doi.org/10.31289/agrisains.v1i2.242
Suansri, P., & others. (2003). Community based tourism handbook. Responsible Ecological Social Tour-REST Bangkok.
Sunaryo, B. (2013). Kebijakan pembangunan destinasi pariwisata: konsep dan aplikasinya di Indonesia. Gava Media.
Syafira, A. Y., Kurniawati, E., & Hadi, N. (2021). Coban Putri Nature Tourism as an Object in Strengthening the Economy of the Tlekung Village Community. Journal of Education, Humaniora and Social Sciences (JEHSS), 4(2), 1105–1112. https://doi.org/10.34007/jehss.v4i2.809
Tobias-Mamina, R. J., Kempen, E., Chinomona, R., & Sly, M. (2020). The influence of instagram advertising on destination visit intention. African Journal of Hospitality, Tourism and Leisure, 9(3), 274–287.
Trihayuningtyas, E., Wulandari, W., Adriani, Y., & Sarasvati, S. (2018). Media sosial sebagai sarana informasi dan promosi pariwisata bagi generasi Z di Kabupaten Garut. Tourism Scientific Journal, 4(1), 1–22.
Warmayana, I. G. A. K. (2018). Pemanfaatan digital marketing dalam promosi pariwisata pada era industri 4.0. Pariwisata Budaya: Jurnal Ilmiah Agama Dan Budaya, 3(2), 81–92.
Wiweka, K., Demolingo, R. H., Karyatun, S., Adnyana, P. P., & Nurfikriyani, I. (2021). TOURIST VILLAGE REJUVENATION AND OVERTOURISM MANAGEMENT : THE DESA WISATA NGLANGGERAN LIFECYCLE EXPERIENCE , YOGYAKARTA , INDONESIA. International Journal of Tourism & Hospitality, 8(1), 1–16.
Yulianah, Y. (2021). Mengembangkan Sumber Daya Manusia Untuk Pariwisata Berbasis Komunitas Di Pedesaan. Komitmen: Jurnal Ilmiah Manajemen, 2(1), 1–9. https://doi.org/10.15575/jim.v2i1.12472