Strategy The Effect of Marketing and Digital Literacy Through Social Media Marketing on Visiting Decisions

Fika  Septiandari; Cipto  Wardoyo; Ludi Wishnu  Wardana3

doi:10.55927/ajma.v3i2.8060

Authors

Fika Septiandari Faculty of Economics and Business, Universitas Negeri Malang
Cipto Wardoyo Faculty of Economics and Business, Universitas Negeri Malang
Ludi Wishnu Wardana3 Faculty of Economics and Business, Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ajma.v3i2.8060

Keywords:

Marketing Strategy, Digital Literacy, Social Media Marketing, Visiting Decision

Abstract

icient in varioThis study aims to determine the significant influence between variables, following the hypothesis in this study. This research has both theoretical and practical benefits to the world of education, especially concerning marketing strategies and visiting decisions in educational tourism. This research uses a quantitative approach with descriptive research methods. The population in this study were all visitors to the Kampung Coklat educational tour whose numbers were not known with certainty while the sample used in this study was 222 respondents. The sampling technique in this study is classified as a non-random / non-probability sampling method with incidental sampling. The results showed that there was a direct and significant positive influence between Marketing Strategy on Visiting Decisions. In addition, there is a direct and significant positive influence between Digital Literacy on Visiting Decisions. The ability to use technology and information from digital devices is very helpful to be more effective and effus tourism marketing contexts that collaborate with YouTube, TikTok, and Instagram. Furthermore, there is a direct and significant positive influence between Marketing Strategy on Social Media Marketing. In addition, there is no influence between Digital Literacy on Media Social Marketing.

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