Pengaruh Digitalisasi dan Citra Destinasi Pariwisata Terhadap Tingkat Kepuasan Pengunjung di Malang
DOI:
https://doi.org/10.22219/jie.v6i4.22278Keywords:
SmartPLS, OuterModel, InnerModel, DigitizationAbstract
The purpose of this study was to analyze the effect of digitization and destination image on visitor satisfaction in Malang. The research method used is SmartPLS. PLS is used to confirm the theory and explain whether there is a relationship between latent variables, besides calculating the moderator variables directly. PLS can be used even if the data distribution is very skewed or not normally distributed because it uses a bootstrapping method and can be used for research with small samples. The results of the study based on the SmartPLS analysis tool found that the digitization and image of the destination played an important role in the development of the tourism sektor. The results of the analysis of the Path Coeffecient show that the digitization and destination image variables have a positive effect on the visitor satisfaction variable.
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh digitalisasi dan citra destinasi terhadap kepuasan pengunjung di Kota Malang. Metode penelitian yang digunakan adalah SmartPLS. PLS digunakan untuk mengkonfirmasi teori dan menjelaskan apakah ada hubungan antara variabel laten, selain menghitung variabel moderator secara langsung. PLS dapat digunakan walaupun sebaran data sangat miring atau tidak berdistribusi normal karena menggunakan metode bootstrap dan dapat digunakan untuk penelitian dengan sampel yang kecil. Hasil kajian berdasarkan alat analisis SmartPLS menemukan bahwa digitalisasi dan citra destinasi berperan penting dalam pengembangan sektor pariwisata. Hasil analisis Path Coeffecient menunjukkan bahwa variabel digitalisasi dan citra destinasi berpengaruh positif terhadap variabel kepuasan pengunjung.
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