The Role of Trust in Mediating the Influence of Digital Promotion on Tourists Visiting Decisions: A Study of Guk and Yuk Sidoarjo Tourism Ambassador Community
Keywords:
digital marketing, trust, visiting decision, SOR theory, tourism ambassador communityAbstract
Studi ini meneliti pengaruh promosi digital terhadap keputusan kunjungan wisatawan, dengan kepercayaan sebagai variabel mediasi dalam komunitas duta pariwisata Guk dan Yuk Sidoarjo. Berdasarkan kerangka Stimulus-Organisme-Respons (SOR), promosi digital bertindak sebagai stimulus, kepercayaan sebagai organisme, dan keputusan kunjungan sebagai respons. Desain kausal kuantitatif digunakan, melibatkan 240 responden dari pengikut @gukyuksidoarjo. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan PLS-SEM. Hasil menunjukkan bahwa promosi digital tidak secara langsung memengaruhi keputusan kunjungan. Namun, promosi digital memiliki pengaruh positif yang signifikan terhadap kepercayaan, sementara kepercayaan secara signifikan memengaruhi keputusan kunjungan. Kepercayaan sepenuhnya memediasi hubungan antara promosi digital dan keputusan kunjungan. Temuan ini menunjukkan bahwa efektivitas promosi digital bergantung pada kemampuannya untuk membangun kepercayaan di antara calon pengunjung. Studi ini memperkaya penerapan teori SOR dan menawarkan wawasan praktis bagi pemangku kepentingan pariwisata di Sidoarjo untuk mengembangkan strategi promosi digital yang berorientasi pada kepercayaan.
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