PENGARUH SOSIAL MEDIA MARKETING, CITRA DESTINASI, KEPUASAN PENGUNJUNG TERHADAP KEPUTUSAN BERKUNJUNG ULANG PADA PAHLAWAN STREET CENTER DI KOTA MADIUN

Abstract

The development of a region is one of the things that is highly desired by several parties. This can be based on the arrangement and management carried out by the local government in arranging a region as well as efforts to develop global growth in the Indonesian region in changing the standard of living. This study aims to show empirical data on the impact of visitor satisfaction, destination image, and social media marketing on the decision to revisit. This study uses a quantitative research methodology. With a sample size of 384 respondents, the sampling strategy uses purposive sampling. Questionnaires are used in the data collection process. While SPSS is used for data analysis. The research findings show that: 1) Social media marketing has a positive and significant impact on people's decisions to return to Pahlawan Street Center. Return visits to Pahlawan Street Center are positively and significantly influenced by destination image. 3) The choice to return to Pahlawan Street Center is positively and significantly influenced by visitor satisfaction. 4) The choice to return is positively and significantly influenced by social media marketing, place perception, and visitor pleasure.

Keywords: Social Media Marketing, Destination Image, Visitor Satisfaction, and

Decision to Revisit