Dampak Media Sosial, Citra Destinasi, dan Suvenir pada Revisit melalui Kepuasan di Cimory Dairyland Gowa

Andi Nurzakiah Amin; Andi Amiruddin Tawe; Andi Annisa Sulolipu; Andi Mustika Amin

doi:10.31004/riggs.v4i4.4069

Authors

Andi Nurzakiah Amin Universitas Negeri Makassar
Andi Amiruddin Tawe Universitas Negeri Makassar
Andi Annisa Sulolipu Universitas Negeri Makassar
Andi Mustika Amin Universitas Negeri Makassar

DOI:

https://doi.org/10.31004/riggs.v4i4.4069

Keywords:

Media Sosial Marketing, Citra Destinasi, Souvenir Shopping, Kepuasan Wisatawan, Revisit Intention

Abstract

Penelitian ini bertujuan menganalisis pengaruh media sosial marketing, citra destinasi, dan pengalaman berbelanja suvenir terhadap revisit intention melalui kepuasan wisatawan di Cimory Dairyland Gowa. Pendekatan kuantitatif digunakan dengan 200 responden yang dipilih melalui purposive sampling, sementara analisis data dilakukan menggunakan PLS-SEM berbantuan SmartPLS. Hasil penelitian menunjukkan seluruh indikator dinyatakan valid dan reliabel, dengan nilai AVE > 0,50 dan loading factor > 0,70. Model struktural menghasilkan R² sebesar 0,740 untuk kepuasan wisatawan dan 0,695 untuk revisit intention, yang menunjukkan kemampuan prediksi kuat. Secara empiris, citra destinasi merupakan prediktor paling dominan terhadap kepuasan wisatawan (β = 0,341; p = 0,001), diikuti souvenir shopping (β = 0,298; p = 0,007) dan media sosial marketing (β = 0,274; p = 0,004). Kepuasan wisatawan terbukti menjadi faktor paling berpengaruh terhadap revisit intention (β = 0,425; p = 0,000). Efek langsung media sosial marketing terhadap revisit intention signifikan, sedangkan pengaruh langsung citra destinasi dan souvenir shopping tidak signifikan. Namun, ketiga variabel tersebut memberikan pengaruh tidak langsung signifikan melalui kepuasan wisatawan sebagai mediator, sehingga menjadikan kepuasan sebagai kunci pembentukan loyalitas kunjungan. Temuan ini menegaskan bahwa strategi pengelolaan destinasi harus terintegrasi, mencakup optimalisasi konten media sosial, konsistensi kualitas fasilitas dan layanan, serta pengembangan produk suvenir yang bermakna untuk memaksimalkan kepuasan dan mendorong kunjungan ulang wisatawan.

Downloads

Download data is not yet available.

References

H. Hadiwijaya, “The Effect of Destination Image on Revisit Intention with Visitor Satisfaction as an Intervening Variable at Balaputra Dewa Museum,” Bina Bangsa International Journal of Business and Management (BBIJBM, vol. 4, no. 1, pp. 134–145, 2024, doi: 10.46306/bbijbm.v4i1.85.

E. K. Utama Dewayani, F. H. Nahar, and T. Nugroho, “Unveiling the Social Media Revolution in Tourism,” Advances in Tourism Studies, vol. 1, no. 2, pp. 58–64, Jun. 2023, doi: 10.47492/ats.v1i2.15.

W. Wilopo and I. P. Nuralam, “An investigating the influence of social media marketing activities on revisit intention among Indonesian international tourists,” Cogent Business and Management, vol. 12, no. 1, 2025, doi: 10.1080/23311975.2024.2440626.

U. Udayana, “LITERATUR REVIEW: DESTINATION IMAGE AND REVISIT INTENTION I Made Ngurah Oka Mahardika.”

A. Bondan Widiantoro, R. Eka Ardiansyah, and A. Tae Ferdinand, “The Effect of Social Media Marketing on Intention to Visit Through Local Wisdom”.

S. Rohania Sari and D. Aguilika, “Pengaruh Social Media Marketing Activities dan Perceived value Terhadap Revisit Intention,” Jurnal Cendekia Ilmiah, vol. 4, no. 1, 2024.

C. Aditya Kusuma, Y. L. Ismail, F. Hariyanti, U. Negeri Gorontalo, and K. Gorontalo, “TOURISM DESTINATION PROMOTION THROUGH SOCIAL MEDIA : A CONTENT STUDY OF DMO GORONTALO,” Jurnal Ilmiah MEA, vol. 9, no. 1, p. 2025, 2025.

Meliawati, D. A. Sihombing, and Lily Purwianti, “Influence of Social Media Communication and Brand Equity on Destination Brand Loyalty and Tourist Satisfaction in Batam,” Media Wisata, vol. 23, no. 1, pp. 130–147, May 2025, doi: 10.36276/mws.v23i1.779.

P. Mauliza et al., “ANALISIS SOCIAL MEDIA PROMOTION, PERCEIVED VALUE, DAN CUSTOMER SATISFACTION TERHADAP REVISIT INTENTION WISATAWAN PADA SAWAH LUKIS BINJAI”.

W. Bahari, “SKRIPSI PENGARUH SOCIAL MEDIA, CUSTOMER EXPERIENCE DAN SERVICESCAPE TERHADAP REVISIT INTENTION PADA OBJEK.”

B. Ajar et al., METODE PENELITIAN KUANTITATIF. 2021.

M. Nusrang, M. Fahmuddin, and H. Hafid, “PROSIDING SEMINAR NASIONAL PENERAPAN METODE STRUCTURAL EQUATION MODELLING-PARTIAL LEAST SQUARES (SEM-PLS) DALAM MENGEVALUASI FAKTOR-FAKTOR YANG MEMPENGARUHI PDRB DI INDONESIA”, [Online]. Available: https://journal.unm.ac.id/index.php/Semnasdies62/index

D. Achjari, “PARTIAL LEAST SQUARES: ANOTHER METHOD OF STRUCTURAL EQUATION MODELING ANALYSIS,” 2004.

S. Nurhalizah, G. Kholijah, and Z. Gusmanely, “Analisis Structural Equation Modeling Partial Least Square pada Kinerja Pegawai PT. Bank Pembangunan Daerah Jambi,” Indonesian Journal of Applied Statistics, vol. 6, no. 2, p. 125, Apr. 2024, doi: 10.13057/ijas.v6i2.78921.

S. Mahfudhotin and I. Nurdiana Nurfarida Candra Wahyu Hidayat, “ANALISIS PENGARUH CITRA DESTINASI, LOKASI DAN MEDIA SOSIAL TERHADAP MINAT BERKUNJUNG KEMBALI DI OBJEK WISATA KAMPOENG HERITAGE KAJOETANGAN MALANG.” [Online]. Available: http://ejournal.unikama.ac.id

G. Kurniasih and Z. Zaenudin, “Pengaruh Media Sosial dan Citra Destinasi Terhadap Kepuasan Pengunjung Melalui Keputusan Berkunjung Pada Objek Wisata Lembah Asri Serang Kabupaten Purbalingga,” eCo-Buss, vol. 8, no. 1, pp. 155–166, Aug. 2025, doi: 10.32877/eb.v8i1.2448.

T. Widarmanti and M. Rakha Nugraha, “THE INFLUENCE OF SOCIAL MEDIA MARKETING ON DESTINATION IMAGE AND INTENTION TO VISIT TOURIST DESTINATIONS (STUDY ON BELITAR SEBERANG TOURISM VILLAGE),” JHSS (Journal of Humanities and Social Studies), vol. 07, pp. 799–803, 2023, doi: 10.33751/jhss.v7i3.8818.

G. Kurniasih and Z. Zaenudin, “Pengaruh Media Sosial dan Citra Destinasi Terhadap Kepuasan Pengunjung Melalui Keputusan Berkunjung Pada Objek Wisata Lembah Asri Serang Kabupaten Purbalingga,” eCo-Buss, vol. 8, no. 1, pp. 155–166, Aug. 2025, doi: 10.32877/eb.v8i1.2448.

A. Faliq Munir, “The Influence of Product Image, Product Quality, and Promotion on Repurchase Intention: The of Brand Image as an Intervening Variable on Cimory Yogurt Products”.

“THE IMPACT OF SOCIAL MEDIA ON THE TRAVEL AND TOURISM INDUSTRY: A COMPREHENSIVE ANALYSIS,” International Journal of Progressive Research in Engineering Management and Science, Aug. 2025, doi: 10.58257/ijprems43314.

N. R. Putri et al., “Analisis Pengaruh Citra Destinasi Wisata, Social Media Marketing dan Fasilitas Wisata terhadap Minat Mengunjungi Wisata di Indonesia,” vol. 5, p. 3906, 2024.

A. H. Sinaga, E. S. Rini, and H. Harahap, “Enhancing Revisit Intentions: The Role of Perceived Value, Brand Experience, and Tourist Satisfaction in Bukit Lawang Ecotourism,” Formosa Journal of Multidisciplinary Research, vol. 4, no. 1, pp. 431–444, Jan. 2025, doi: 10.55927/fjmr.v4i1.12771.

S. Mahfudhotin and I. Nurdiana Nurfarida Candra Wahyu Hidayat, “ANALISIS PENGARUH CITRA DESTINASI, LOKASI DAN MEDIA SOSIAL TERHADAP MINAT BERKUNJUNG KEMBALI DI OBJEK WISATA KAMPOENG HERITAGE KAJOETANGAN MALANG.” [Online]. Available: http://ejournal.unikama.ac.id

H. Hadiwijaya, T. Yustini, and M. L. Annisa, “Effect of destination image, amenities on revisit intention with visitor satisfaction,” Journal of Sustainable Tourism and Entrepreneurship, vol. 6, no. 3, pp. 281–293, Jun. 2025, doi: 10.35912/joste.v6i3.2173.

R. Amalia, N. Wibisono, and M. Elliott-White, “Increasing Tourist Revisit Intention in Garut Tourist Attractions: The Role of Destination Image and Tourist Satisfaction,” Journal of Marketing Innovation (JMI), vol. 3, no. 2, Sep. 2023, doi: 10.35313/jmi.v3i2.74.

P. Sebalang et al., “Peran Mediasi Tourist Satisfaction of Memorable Tourism Experience Dan Citra Destinasi Revisit Intention Wisatawan Peran Mediasi Tourist Satisfaction of Memorable Tourism Experience Dan Citra Destinasi Revisit Intention Wisatawan Pantai Sebalang Lampung Selatan,” 2024.

N. R. Putri et al., “Analisis Pengaruh Citra Destinasi Wisata, Social Media Marketing dan Fasilitas Wisata terhadap Minat Mengunjungi Wisata di Indonesia,” vol. 5, p. 3906, 2024.

I. Rahmawati, K. Fadhli, atul Fahimah, and F. Setyo Budi, “Memorable Tourist Experience and Tourist Satisfaction: Implications for Revisit Intention in Kota Lama Surabaya Heritage Tourism”, doi: 10.32815/jibek.

M. R. Ramdan, M. Al Musadieq, E. Yulianto, and E. Pangestuti, “The Impact of E-WOM Social Media in Influencing Destination Image and Visit Intention in the Context of Tourism Industry: An Empirical Investigation of Social Media Enterprise Instagram Followers in Malang Raya, East Java,” Formosa Journal of Multidisciplinary Research, vol. 4, no. 3, pp. 1257–1272, Mar. 2025, doi: 10.55927/fjmr.v4i3.117.