THE EFFECT OF SOCIAL MEDIA PROMOTION AND WORD OF MOUTH ON THE DECISION TO VISIT THE ATTRACTION OF TANJUNG BIAS BEACH, WEST LOMBOK REGENCY

Abstract

This study aims to determine the effect of promotion through social media and word of Mouth on visiting decisions with the control variables of attractiveness and facilities. This research is quantitative research. The population in this study is the Tanjung Bias beach tourists. The sample took as many as 92 respondents. The sampling technique used in this research is simple Random sampling. The data collection technique used a questionnaire that had been tested for validity and reliability. The data analysis technique used to answer the research hypothesis is multiple linear regression. The results of the multiple linear regression analysis obtained the formula Y = -1.985+0.130X1+0.515X2+0.171X3+0.141X4. Based on the simultaneous hypothesis testing, the four independent variables have a significant effect on the decision to visit tourists to Tanjung Bias Beach. Partially, word of mouth (X₂) has a positive and significant effect on the decision to visit tourists; this can be seen from the t-count value of 5.816, greater than the t-table value of 1.995. Social media promotion (X₁), Attraction (X₃) and Facilities (X₄) have no significant effect on tourist visits, and show that the result of the multiple linear determination coefficient (R²) is 0.648, or 65%. This means that the degree of influence of the independent variable (X) on the variable (Y) is 65%.