The Influence Of Social Media Marketing On Decisions To Visit Puncak Ndona Aikepa Tourist Objects

Abstrak

The Ndona Aekipa is a tourist attraction that is currently viral, located in Ndona District, Ende Regency. The wide popularity of this tourist attraction cannot be separated from the role of social media in conveying information conveyed by visitors who have visited this location. The visitors immortalized their travel moments on their social media, including via Facebook, Instagram, TikTok and status on the WhatsApp application. The natural beauty and supportive atmosphere make this tourist attraction busy with visitors, from teenagers, adults to the elderly who want to enjoy the city of Ende from the top of Ndona. It cannot be denied that social media is a medium that has a very big role in introducing a tourist attraction to other tourists and making the tourist attraction viral and having an impact on the level of tourist visits. This aims to determine the influence of social media marketing on tourists' decisions to visit the Aekipa tourist attraction in Ndona District, Ende Regency. This research uses a quantitative descriptive approach, with data collection techniques using questionnaires. The respondents in the research were tourists who were visiting the Aekipa tourist attraction, totaling 100 respondents. The research results show that social media marketing influences tourists' visiting decisions with a test effect of 31.9%, while the rest is influenced by other variables not examined in this research