Anteseden keterlibatan konsumen dalam media sosial dan minat berkunjung ke restoran lokal

Heri Setiawan, Jusmawi Bustan, Rini Rini, Abd Jalaludin Sayuti

Abstract


Media sosial semakin populer di kalangan manajer restoran lokal sebagai platform penting untuk memasarkan fasilitas mereka dan membangun hubungan pelanggan. Menarik untuk dilakukan kajian tentang interaksi antara pengunjung dengan destinasi wisata kuliner. Konsumen yang datang ke restoran lokal berjumlah 176 responden menjadi sampel penelitian dengan pendekatan sampel purposive. Pengujian keterkaitan antar variabel yang diajukan menggunakan persamaan struktural. Studi ini menjelaskan bahwa interaksi sosial dan keterlibatan pengunjung memiliki hubungan positif dan tidak signifikan. Berbagi informasi dan keterlibatan pengunjung mempunyai hubungan positif dan tidak signifikan. Atraksi wisata kuliner dan keterikatan pengunjung memiliki hubungan positif dan signifikan. Keterlibatan pengunjung dan niat kunjungan berhubungan secara positif dan signifikan.

Keywords


Attraction; costumer engagement; culinary; information sharing; visit intention

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DOI: https://doi.org/10.30872/jinv.v18i4.11570

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