Pengaruh Social Media Marketing, Fasilitas Wisata Dan Kualitas Pelayanan Terhadap Minat Berkunjung Wisatawan Pada Destinasi Mikie Funland, Berastagi

Abstract

This study aims to analyze the effect of Social Media Marketing, Tourism Facilities, and Service Quality on Tourist Visiting Interest at the Mikie Funland destination in Berastagi, both partially and simultaneously. The method used in this research is a quantitative approach with a causal-associative research type. Sampling was conducted using a purposive sampling technique with a total of 100 respondents consisting of tourists who have visited or have an interest in visiting Mikie Funland. Data collection was carried out using a Likert-scale questionnaire that had passed validity and reliability tests. The data analysis techniques include descriptive statistics, classical assumption tests, multiple linear regression analysis, and hypothesis testing through the t-test (partial), F-test (simultaneous), and the coefficient of determination ($R^2$) using SPSS.The results of this study indicate that: (1) Social Media Marketing has a positive and significant partial effect on tourist visiting interest, with a $t_{count}$ value of 4.176 and a significance value of 0.000; (2) Tourism Facilities have a positive and significant partial effect on tourist visiting interest, with a $t_{count}$ value of 2.532 and a significance value of 0.013; (3) Service Quality has a positive and significant partial effect on tourist visiting interest, with a $t_{count}$ value of 4.561 and a significance value of 0.000; (4) Simultaneously, Social Media Marketing, Tourism Facilities, and Service Quality have a positive and significant effect on Tourist Visiting Interest, with an $F_{count}$ value of 53.9s33 and a significance value of 0.000. Based on the coefficient of determination ($R^2$), the Adjusted R Square value of 0.616 (or 62.8% based on $R^2$) indicates that the variation in tourist visiting interest can be explained by these three independent variables, while the remaining percentage is influenced by other factors outside this research