The Role of Social Media Marketing and Service Quality in Improving Decisions and Satisfaction of Tourism at Nirwana Beach, Baubau
Abstract
This study aims to describe and analyze the role of social media marketing and service quality in influencing visiting decisions and tourist satisfaction as a mediating variable of Nirwana Baubau Beach. The population in this study are tourists who visited Nirwana Baubau beach, with a sampling technique using the Lameshow theory so that a sample of 96 respondents was obtained. The data collection method is carried out through the distribution of online questionnaires. Data analysis used the Partial Least Square (PLS) approach with the help of SmartPLS software version 4.0. The results of the study show that Social Media Marketing has a positive and significant effect on tourist satisfaction and decisions to visit Nirwana Baubau Beach. This means that the better the social media marketing strategy that is implemented, the higher the satisfaction of tourists who visit. In addition, the quality of service has a positive and significant effect on tourist satisfaction and the decision to visit Nirwana Baubau Beach. Meanwhile, tourist satisfaction has a positive and significant effect on the decision to visit Nirwana Baubau beach. Tourist satisfaction is proven to mediate the influence of Social Media Marketing on the decision to visit Nirwana Baubau Beach while the results of the mediation of tourist satisfaction are proven, the effect of service quality on the decision to visit Nirwana Baubau Beach. The meaning of the two mediations shows that effective social media marketing first forms tourist satisfaction which in turn encourages the decision to visit and the quality of good service contributes to tourist satisfaction so that this satisfaction then becomes the main driver of the decision to visit.
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