Analysis Of Tourism Product Quality And Digital Marketing Effectiveness On Tourists' Interest In Visiting Living Lab Glugur Rimbun
Abstract
The purpose of this study is to analyze the influence of Tourism Product Quality and the Effectiveness of Digital Marketing on Tourist Visiting Interest to Living Lab Glugur Rimbun. This research consists of two independent variables, namely Tourism Product Quality (X1) and Digital Marketing Effectiveness (X2), and one dependent variable, Tourist Visiting Interest (Y). The population comprises all active academic community members at Universitas Pembangunan Panca Budi totaling 2,866 respondents, with a sample size of 131 respondents. The respondents were selected using a Non-probability Sampling method, specifically Purposive Sampling, and data were collected using a questionnaire. The data analysis techniques used include descriptive analysis to determine respondent characteristics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis consisting of the coefficient of determination test, F-test, and t-test, processed using SPSS 26. The results show that Tourism Product Quality (X1) partially has a significant effect on Visiting Interest, with a t-value greater than the t-table value, namely 7.771 > 1.978, and a significance value of 0.000. Digital Marketing Effectiveness (X2), however, does not partially affect Tourist Visiting Interest (Y), with a t-value lower than the t-table value, namely 1.925 < 1.978, and a significance value of 0.056. Simultaneously, the independent variables Tourism Product Quality and Digital Marketing Effectiveness have a positive and significant effect on Tourist Visiting Interest, with an F-value greater than the F-table value, namely 222.954 > 3.070.
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