PENGARUH DESTINATION IMAGE, SOCIAL MEDIA MARKETING, DAN TRAVEL MOTIVATION TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN (STUDI PADA KOTA LAMA SURABAYA)

Abstract

This research aims to analyze the effect of destination image, social media marketing, and innvel motivation on tourist's decision to visit the Surabaya old town area. The research applies quantitative. Furthermore, the data collection technique used non-probability sampling and purposive sampling methods. The respondents were tourists who had visited or were interested in visiting the Surabaya old-town area consisting of 100 samples. Moreover, the date analysis technique used multiple linear regression. The data were primary, which ware collected through a questionnaire. The questionnaires were distributed drough Google Forms. The result indicates that destination image has a positive and significant effect on the tourist's decision to visit because the image of Surabaya's old town area is attractive and suited to the tourists expectations. Likewise, social media marketing has a positive and significant effect on the tourist's decision to visit, since the promotion through social media is effective in attracting their atention Similarly, travel motivation has a positive and significant effect on the tourist's decixion to visit xince tourists are motivated to enjoy the historical, cultural, and unique attractions provided by the Surabaya old-town area.