Analisis Pengaruh Pemasaran Digital terhadap Daya Saing Destinasi Wisata Lokal UMKM Pariwisata berbasis Structural Equation Modeling
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Abstract
Digitalisasi telah mengubah cara destinasi wisata dipromosikan, diakses, dan dikonsumsi oleh wisatawan. Dalam konteks ini, pemasaran digital menjadi instrumen strategis yang memungkinkan pelaku usaha, khususnya Usaha Mikro, Kecil, dan Menengah (UMKM) pariwisata, untuk meningkatkan visibilitas, memperluas jangkauan pasar, serta membangun interaksi langsung dengan wisatawan melalui berbagai platform digital seperti media sosial, website, dan marketplace perjalanan.. Persaingan destinasi wisata mendorong pengelola untuk mengoptimalkan strategi pemasaran digital guna meningkatkan daya saing destinasi. Penelitian ini bertujuan menganalisis pengaruh Digital Marketing terhadap Destination Image, Brand Awareness, dan Destination Competitiveness menggunakan pendekatan Covariance-Based Structural Equation Modeling (CB-SEM). Data diperoleh melalui survei terhadap 345 responden dan dianalisis menggunakan Jamovi dengan modul SEMLj. Hasil penelitian menunjukkan bahwa model memiliki tingkat kesesuaian yang baik. Seluruh konstruk memenuhi kriteria reliabilitas, sedangkan validitas konvergen dan validitas diskriminan secara umum terpenuhi. Model struktural menunjukkan bahwa Digital Marketing berkontribusi terhadap Destination Image dan Brand Awareness, yang selanjutnya mendukung Destination Competitiveness. Temuan ini menegaskan bahwa optimalisasi pemasaran digital menjadi strategi penting dalam meningkatkan citra, kesadaran merek, dan daya saing destinasi wisata.
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