Pengaruh Digital Marketing dan Daya Tarik terhadap Keputusan Berkunjung (Wisata Paralayang Matantimali)

https://doi.org/10.35912/sakman.v5i1.4294
Published: Jul 12, 2025

Abstract:

Purpose: The purpose of this research is to determine the impact of digital marketing and attractiveness on visiting decisions (Paragliding tourism in Matantimali Sigi district).

Methodology/approach: This study evaluates the hypothesis and gathers quantitative questionnaire data from respondents for inclusion in the quantitative method. It relies on primary data obtained from questionnaires administered to guests at Matantimali paragliding in Sigi Regency. The sample size consisted of 90 respondents. This study used multiple linear regression analysis for data analysis.

Results/findings: The research findings show that digital marketing and attractiveness significant impact on encouraging tourists' decisions to visit Paragliding Matantimali, Sigi Regency.

Conclusions: Digital marketing and tourist attractions have a significant influence on tourists' decisions to visit Matantimali paragliding, Sigi Regency. Optimizing these two factors can increase tourist visits.

Limitations: This research focuses exclusively on Matantimali paragliding tourism in Sigi Regency; it is suggested that further research expand the number of samples and add other variables such as facilities, accessibility, and price for more comprehensive analysis

Contribution: The findings of this research are expected to be a strategic basis for Matantimali Paragliding managers in optimizing digital marketing, increasing attractiveness, and designing more effective promotions. Therefore, it is intended to provide a more competitive tourism experience.

Keywords:
1. Attractiveness
2. Digital Marketing
3. Visiting Dezcisions
Authors:
1 . Sumiansi Sumiansi
2 . Adfiyani Fadjar
3 . Maskuri Sutomo
4 . Sri Wanti
View PDF
How to Cite
Sumiansi, S., Fadjar, A., Sutomo, M., & Wanti, S. (2025). Pengaruh Digital Marketing dan Daya Tarik terhadap Keputusan Berkunjung (Wisata Paralayang Matantimali). Studi Akuntansi, Keuangan, Dan Manajemen, 5(1), 187–202. https://doi.org/10.35912/sakman.v5i1.4294
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 5 No. 1 (2025): Juli
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Adam, R. P., Suardi, & Lahay, M. (2023). Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022

    Azizi, M., Umiyati, H., Nugroho, L., Utami, A. R., Sudirman, A., Aryani, L., Irwansyah, R., Purbowo, Mardiana, S., Witi, F. L., Pratiwi, C. P., Syahputra, Hanika, I. M., & Johassan, D. M. R. Y. (2020). Effective Digital Marketing. In Suparyanto dan Rosad (2015) (Vol. 5, Issue 3).

    Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03

    Bali, B. P. S. P. (2023). Perkembangan Pariwisata Provinsi Bali. Badan Pusat Statistik Provinsi Bali, 2022(30), 1–5.

    Br Sitepu, C. O., Harahap, K., & Siregar, O. M. (2024). PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG (Studi Pada Air Terjun Sikulikap). Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, 2(4), 443–453. https://doi.org/10.55047/jekombital.v2i4.641

    Bua, A., Mangkawani, A., Mangngasing, N., & Firmansyah, A. M. (2024). Manajemen pengembangan objek wisata paralayang wayu di dinas pariswisata kabupaten sigi. 01(03), 23–32.

    Dixit, S. K. (2021). Tourist Consumption Behavior: An Unsolved Puzzle. International Journal of Hospitality and Tourism Administration, 22(5), 475–480. https://doi.org/10.1080/15256480.2021.1982104

    Erwin, E. dkk. (2023). Digital Marketing?: Penerapan Digital Marketing pada Era Society 5.0 - Google Books. In PT Sonpedia Publishing Indonesia. https://www.google.co.id/books/edition/DIGITAL_MARKETING_Penerapan_Digital_Mark/zF7FEAAAQBAJ?hl=id&gbpv=1&dq=apa+itu+smm+dalam+digital+marketing&pg=PA90&printsec=frontcover

    Examination, A. N., Customer, O. F., Online, T., & Shopping, F. (2022). an Examination of Customer Satisfaction Toward Online Food Shopping During Covid-19 Pandemic. Jurnal Aplikasi Manajemen, 20(2), 231–241. https://doi.org/10.21776/ub.jam.2022.020.02.02

    Fadjar, A., Hartini, S., & Astuti, S. W. (2022). Instagram Usage Behavior: Does It Aim to Look More Attractive? Quality - Access to Success, 23(190), 226–233. https://doi.org/10.47750/qas/23.190.24

    Kotler, P., Kevin, K., & Chernev, A. (2022). Marketing Management. In Pearson.

    Lathifa, N., & Marcillia, S. R. (2021). Kualitas Bangunan Atraksi Wisata Pada Daya Tarik Wisata Budaya Di Kotagede , Yogyakarta. Jurnal Parwisata Dan Budaya Cakra Wisata, 22(2), 11–23.

    Mallick, S. U. (2023). Promoting Tourism Through Digital Marketing. The American Journal of Management and Economics Innovations, 5(10), 62–85. https://doi.org/10.37547/tajmei/volume05issue10-06

    Maskuri, S. (2024). Optimization of Pentahelix Collaboration in Tourism Development Management: Effective Strategies to Overcome Poverty. Jurnal Konsep Bisnis Dan Manajemen, 10(2), 247. https://doi.org/10.31289/jkbm.v10i2.11850

    Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The analysis of forming dimensions of e-service quality for online travel services. International Journal of Data and Network Science, 5(3), 239–244. https://doi.org/10.5267/j.ijdns.2021.6.010

    Pamungkas. V.D, & Wulandari.F. (2022). Journal of Management and Islamic Finance. Journal of Management and Islamic Finance, 2(1), 137–152. https://doi.org/10.22515/jmif.v2i1.5243

    Qadisa Putri Maharani, & Petrus Loo. (2023). The Effect of Digital Marketing and Service Quality on Consumer Decisions to Visit Maimun Palace Tourist Attractions in Medan City. Proceeding International Business and Economics Conference (Ibec), 2(1), 252–263. https://doi.org/10.47663/ibec.v2i1.116

    Rahayu, S., Pembangunan, U., & Budi, P. (2023). Buku Manajemen Pariwisata (Issue April).

    Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand destination loyalty: the antecedents of destination brand experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992

    Samuel, Rahadian, W. R., & Utami, N. R. (2022). Pengaruh Digital Marketing Terhadap Keputusan Berkunjung Wisatawan Ke Kebun Raya Bogor the Effect of Digital Marketing on Visitation Decision To Bogor Botanical Gardens. Bogor Hospitality Journal, 6(2). http://ojs.stpbogor.ac.id

    Santi, I. N., & Setiawan, M. (2015). Ira Nuriya Santi, AJBAS, July Issue, 633-640. 9(July), 633–640.

    Suparman, Sading, Y., Sutomo, M., & Muzakir. (2024). Unveiling Indonesia’s poverty dynamics: Analyzing the structural impact of the tourism sector on poverty depth and severity. Journal of Infrastructure, Policy and Development, 8(5), 1–13. https://doi.org/10.24294/jipd.v8i5.3799

    Syamsuddin, Saharuddin, Yusrizal, Dharmawati, T., Pujisari, Y., & Fatmawati, E. (2024). Utilizing Blockchain Technology in Global Supply Chain Management: An Exploration of Scalable Information Systems. EAI Endorsed Transactions on Scalable Information Systems, 11(1), 1–12. https://doi.org/10.4108/eetsis.4374

    Yusri, A. Z. dan D. (2020). Teori,Metode dan Praktik Penelitian Kualitatif. In Jurnal Ilmu Pendidikan (Vol. 7, Issue 2).

    Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592

    Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. International Journal of Data and Network Science, 5(3), 471–478. https://doi.org/10.5267/j.ijdns.2021.4.001

  1. Adam, R. P., Suardi, & Lahay, M. (2023). Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022
  2. Azizi, M., Umiyati, H., Nugroho, L., Utami, A. R., Sudirman, A., Aryani, L., Irwansyah, R., Purbowo, Mardiana, S., Witi, F. L., Pratiwi, C. P., Syahputra, Hanika, I. M., & Johassan, D. M. R. Y. (2020). Effective Digital Marketing. In Suparyanto dan Rosad (2015) (Vol. 5, Issue 3).
  3. Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
  4. Bali, B. P. S. P. (2023). Perkembangan Pariwisata Provinsi Bali. Badan Pusat Statistik Provinsi Bali, 2022(30), 1–5.
  5. Br Sitepu, C. O., Harahap, K., & Siregar, O. M. (2024). PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG (Studi Pada Air Terjun Sikulikap). Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, 2(4), 443–453. https://doi.org/10.55047/jekombital.v2i4.641
  6. Bua, A., Mangkawani, A., Mangngasing, N., & Firmansyah, A. M. (2024). Manajemen pengembangan objek wisata paralayang wayu di dinas pariswisata kabupaten sigi. 01(03), 23–32.
  7. Dixit, S. K. (2021). Tourist Consumption Behavior: An Unsolved Puzzle. International Journal of Hospitality and Tourism Administration, 22(5), 475–480. https://doi.org/10.1080/15256480.2021.1982104
  8. Erwin, E. dkk. (2023). Digital Marketing?: Penerapan Digital Marketing pada Era Society 5.0 - Google Books. In PT Sonpedia Publishing Indonesia. https://www.google.co.id/books/edition/DIGITAL_MARKETING_Penerapan_Digital_Mark/zF7FEAAAQBAJ?hl=id&gbpv=1&dq=apa+itu+smm+dalam+digital+marketing&pg=PA90&printsec=frontcover
  9. Examination, A. N., Customer, O. F., Online, T., & Shopping, F. (2022). an Examination of Customer Satisfaction Toward Online Food Shopping During Covid-19 Pandemic. Jurnal Aplikasi Manajemen, 20(2), 231–241. https://doi.org/10.21776/ub.jam.2022.020.02.02
  10. Fadjar, A., Hartini, S., & Astuti, S. W. (2022). Instagram Usage Behavior: Does It Aim to Look More Attractive? Quality - Access to Success, 23(190), 226–233. https://doi.org/10.47750/qas/23.190.24
  11. Kotler, P., Kevin, K., & Chernev, A. (2022). Marketing Management. In Pearson.
  12. Lathifa, N., & Marcillia, S. R. (2021). Kualitas Bangunan Atraksi Wisata Pada Daya Tarik Wisata Budaya Di Kotagede , Yogyakarta. Jurnal Parwisata Dan Budaya Cakra Wisata, 22(2), 11–23.
  13. Mallick, S. U. (2023). Promoting Tourism Through Digital Marketing. The American Journal of Management and Economics Innovations, 5(10), 62–85. https://doi.org/10.37547/tajmei/volume05issue10-06
  14. Maskuri, S. (2024). Optimization of Pentahelix Collaboration in Tourism Development Management: Effective Strategies to Overcome Poverty. Jurnal Konsep Bisnis Dan Manajemen, 10(2), 247. https://doi.org/10.31289/jkbm.v10i2.11850
  15. Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The analysis of forming dimensions of e-service quality for online travel services. International Journal of Data and Network Science, 5(3), 239–244. https://doi.org/10.5267/j.ijdns.2021.6.010
  16. Pamungkas. V.D, & Wulandari.F. (2022). Journal of Management and Islamic Finance. Journal of Management and Islamic Finance, 2(1), 137–152. https://doi.org/10.22515/jmif.v2i1.5243
  17. Qadisa Putri Maharani, & Petrus Loo. (2023). The Effect of Digital Marketing and Service Quality on Consumer Decisions to Visit Maimun Palace Tourist Attractions in Medan City. Proceeding International Business and Economics Conference (Ibec), 2(1), 252–263. https://doi.org/10.47663/ibec.v2i1.116
  18. Rahayu, S., Pembangunan, U., & Budi, P. (2023). Buku Manajemen Pariwisata (Issue April).
  19. Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand destination loyalty: the antecedents of destination brand experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992
  20. Samuel, Rahadian, W. R., & Utami, N. R. (2022). Pengaruh Digital Marketing Terhadap Keputusan Berkunjung Wisatawan Ke Kebun Raya Bogor the Effect of Digital Marketing on Visitation Decision To Bogor Botanical Gardens. Bogor Hospitality Journal, 6(2). http://ojs.stpbogor.ac.id
  21. Santi, I. N., & Setiawan, M. (2015). Ira Nuriya Santi, AJBAS, July Issue, 633-640. 9(July), 633–640.
  22. Suparman, Sading, Y., Sutomo, M., & Muzakir. (2024). Unveiling Indonesia’s poverty dynamics: Analyzing the structural impact of the tourism sector on poverty depth and severity. Journal of Infrastructure, Policy and Development, 8(5), 1–13. https://doi.org/10.24294/jipd.v8i5.3799
  23. Syamsuddin, Saharuddin, Yusrizal, Dharmawati, T., Pujisari, Y., & Fatmawati, E. (2024). Utilizing Blockchain Technology in Global Supply Chain Management: An Exploration of Scalable Information Systems. EAI Endorsed Transactions on Scalable Information Systems, 11(1), 1–12. https://doi.org/10.4108/eetsis.4374
  24. Yusri, A. Z. dan D. (2020). Teori,Metode dan Praktik Penelitian Kualitatif. In Jurnal Ilmu Pendidikan (Vol. 7, Issue 2).
  25. Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592
  26. Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. International Journal of Data and Network Science, 5(3), 471–478. https://doi.org/10.5267/j.ijdns.2021.4.001