THE INFLUENCE OF DIGITAL MARKETING, TOURIST ATTRACTION, AND SERVICE QUALITY ON VISITOR LOYALTY WITH SATISFACTION AS A MEDIATING VARIABLE
DOI:
10.5281/zenodo.21212776Published:
2026-07-06Downloads
Abstract
This study analyzes the influence of digital marketing, tourist attraction, and service quality on visitor loyalty at Eco Active Park, Batu City, East Java, with visitor satisfaction as a mediating variable. This research is motivated by the rapid growth of the tourism industry and increasingly intense competition, making visitor loyalty a crucial factor for business sustainability. Furthermore, the instability of visitor numbers reflects that visitor loyalty remains a major challenge that needs to be addressed by destination managers. The study employed a quantitative explanatory approach with a nonprobability sampling technique through purposive sampling involving 100 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results indicate that tourist attraction and visitor satisfaction have a positive and significant influence on visitor loyalty, as indicated by p-value of 0.000 and 0.001, respectively, while digital marketing and service quality do not have a significant direct effect, as indicated by p-value of 0.386 and 0.162. Furthermore, visitor satisfaction is proven to mediate the influence of digital marketing, tourist attraction, and service quality on visitor loyalty, as indicated by p-value of 0.023, 0.004, and 0.011, respectively. These findings affirm that visitor satisfaction is the key factor in building loyalty, which should be the top priority for long-term business sustainability
Keywords:
Digital Marketing Tourist Attraction Service Quality Visitor Satisfaction Visitor LoyaltyReferences
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Astuti, N. S., & Dewi, L. (2022). Analysis of service quality and tourism destination parts on visitor satisfaction at Taman Mini Indonesia Indah. Tourism Research Journal, 6(1), 140–151. https://doi.org/10.30647/trj.v6i1.142
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Badan Pusat Statistik. (2022). Kota Batu dalam Angka 2022.
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Bursan, R. (2024). The impact of tourist destination image and satisfaction on tourist loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1933–1940. https://doi.org/10.37641/jimkes.v12i5.2532
Dileep Kumar, M., Govindarajo, N. S., & Khen, M. H. S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty–Practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism, and Hospitality Research, 14(1), 83–101. https://doi.org/10.1108/IJCTHR-04-2019-0066
Elvera, Natalisa, D., Mico, S., & Utami, N. R. (2025). Digital marketing, attractions, and services as drivers of tourist satisfaction and loyalty: Evidence from Mount Dempo, South Sumatra. Jurnal Ilmiah Manajemen Kesatuan, 13(4). https://doi.org/10.37641/jimkes.v13i4.3305
Hadi, P., & Johan, A. (2023). Greening the tourists: Analyzing the drivers of environmentally responsible tourism behavior. Jurnal Aplikasi Manajemen, 21(3), 704–717. https://doi.org/10.21776/ub.jam.2022.021.03.11
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning, EMEA.
Hakim, M. A. A., Azizah, Z., & Runtiningsih, S. (2025). Tourism and economic growth on employment in Central Java: A panel data regression analysis. Efficient: Indonesian Journal of Development Economics, 8(2), 161–168. https://doi.org/10.15294/y57rnq25
Huddin, M. N., Kurnia, D., Deviyantoro, D., & Nafiudin, N. (2024). The relationship between customer experience, customer satisfaction, customer trust, and customer loyalty in tourism destination. Diponegoro International Journal of Business, 6(2), 142–154. https://doi.org/10.14710/dijb.6.2.2023.142-154
Ismail, T., & Rohman, F. (2019). The role of attraction, accessibility, amenities, and ancillary on visitor satisfaction and visitor attitudinal loyalty of Gili Ketapang Beach. Jurnal Manajemen Teori dan Terapan, 12(2), 149–165.
Khalid, J. (2023). The analysis of visitor satisfaction influenced by tourist attractions and service quality through tourism image in Kawung Tilu, Cikarang Timur, Bekasi Regency. Ilomata International Journal of Management, 4(3), 401–418. https://doi.org/10.52728/ijjm.v4i3.824
Kanom. (2023). Pengembangan Wana Wisata Rowo Bayu Banyuwangi. Altasia, 5(1), 69–83. https://doi.org/10.37253/altasia.v5i1.7283
Mahiru, A. R., Hariyanto, R., & Risfandini, A. (2024). The effect of tourist destination attractiveness, customer experience, and service form on return visit interest using tourist satisfaction in Pujon Kidul tourist village. Jurnal Pariwisata Pesona, 9(2), 243–249. https://doi.org/10.26905/jpp.v9i2.14572
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. M.I.T Press.
Musyaffi, A. M., K, H., & R, D. K. (2022). Konsep dasar structural equation model partial least square (SEM-PLS) menggunakan SmartPLS. Penerbit Pascal Books.
Pratama, H. F. (2016). Pengaruh kualitas pelayanan petugas terhadap kepuasan pengunjung di objek wisata sejarah Benteng Marlborough di Kota Bengkulu. EKOMBIS Review: Jurnal Ilmiah Ekonomi dan Bisnis, 4(1), 24–35.
Rahadi, D. R. (2023). Pengantar partial least squares structural equation model (PLS-SEM). CV Lentera Ilmu Madani.
Risfandini, A., Thoyib, A., Noermijati, N., & Mugiono, M. (2023). The determinant factors of tourism destination competitiveness and destination management: A case study from Malang City. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-008-4_110
Setiabudhi, H., Suwono, Setiawan, Y. A., & Karim, S. (2025). Analisis data kuantitatif dengan Smart PLS 4. Borneo Novelty Publishing.
Seyidov, J., & Adomaitienė, R. (2016). Factors influencing local tourists’ decision-making on choosing a destination: A case of Azerbaijan. Ekonomika, 95(3), 112–127.
Simorangkir, C. O., Ramadhan, G., Sukran, M. A., & Manalu, T. (2024). Tourism development impact on economic growth and poverty alleviation in West Java. Jurnal Kepariwisataan Indonesia, 18(2), 175–196. https://doi.org/10.47608/jki.v18i22024.175-196
Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan R&D (19th ed.). Alfabeta.
Sulistyowati, E., & Maliyan, S. (2015). Pengaruh kualitas layanan terhadap loyalitas wisatawan nusantara dengan kepuasan wisatawan nusantara sebagai variabel intervening. Jurnal Maksipreneur, 4(2), 24–45. https://doi.org/10.30588/jmp.v5i1.143
Sumarni, I., Baskara, I., & Fadli, J. A. (2024). The effect of service quality and destination image on return visit intention through tourist satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2309–2336. https://doi.org/10.37641/jimkes.v12i6.2861
Surahman, I. G. N., Putu Ngurah Suyatna Yasa, & Wahyun, N. M. (2020). The effect of service quality on customer loyalty mediated by customer satisfaction in tourism villages in Badung Regency. Jurnal Ekonomi dan Bisnis Jagaditha, 7(1), 46–52. https://doi.org/10.37676/jambd.v3i2.8982
Taherdoost, H. (2021). Data collection methods and tools for research: A step-by-step guide to choose data collection technique for academic and business research projects. International Journal of Academic Research in Management, 10(1), 10–38.
Utomo, S. B., Risdwiyanto, A., & Judijanto, L. (2024). Pemasaran digital: Strategi dan taktik. PT Sanskara Karya Internasional.
Wayan, N., Kurniadevi, A., & Liestiandre, H. K. (2022). Pengaruh experiential marketing terhadap loyalitas pengunjung di Bali Safari & Marine Park, Gianyar. Jurnal Kepariwisataan, 21(2), 99–112. https://doi.org/10.52352/jpar.v21i2.850
Wiyana, T., Lusia, E., Khrisnanto, I., & Yuniarso, A. (2020). The impact of tourist attractions on visitor loyalty: Evidence from Taman Mini Indonesia Indah. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(7), 2440–2450.
Alfaredo, R., Yuliviona, R., Rosha, Z., Kamener, D., & Yuhelmi. (2024). The influence of service quality and destination image on interest in revisiting visitor satisfaction as a mediation variable. E-Jurnal Apresiasi Ekonomi, 12(3), 701–710. https://doi.org/10.31846/jae.v12i3
Andini, R. D., Nurfarida, I. N., & Rusno. (2024). Efek digital marketing terhadap keputusan berkunjung ke obyek wisata dimediasi oleh minat berkunjung. Management and Business Review, 8(1), 62–73. https://doi.org/10.21067/mbr.v8i1.10283
Arifda, J., Nugraha, A., & Rizal, E. (2025). Tourism marketing communication strategy to increase tourist interest in visiting Pananjung Nature Tourism Park, Pangandaran. International Journal of Science and Society, 7(3), 66–77. https://doi.org/10.54783/ijsoc.v7i3.1479
Astuti, N. S., & Dewi, L. (2022). Analysis of service quality and tourism destination parts on visitor satisfaction at Taman Mini Indonesia Indah. Tourism Research Journal, 6(1), 140–151. https://doi.org/10.30647/trj.v6i1.142
Badan Pusat Statistik. (2021). Kota Batu dalam Angka 2021.
Badan Pusat Statistik. (2022). Kota Batu dalam Angka 2022.
Badan Pusat Statistik. (2023). Kota Batu dalam Angka 2023.
Badan Pusat Statistik. (2024). Kota Batu dalam Angka 2024.
Badan Pusat Statistik. (2025). Kota Batu dalam Angka 2025.
Bursan, R. (2024). The impact of tourist destination image and satisfaction on tourist loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1933–1940. https://doi.org/10.37641/jimkes.v12i5.2532
Dileep Kumar, M., Govindarajo, N. S., & Khen, M. H. S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty–Practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism, and Hospitality Research, 14(1), 83–101. https://doi.org/10.1108/IJCTHR-04-2019-0066
Elvera, Natalisa, D., Mico, S., & Utami, N. R. (2025). Digital marketing, attractions, and services as drivers of tourist satisfaction and loyalty: Evidence from Mount Dempo, South Sumatra. Jurnal Ilmiah Manajemen Kesatuan, 13(4). https://doi.org/10.37641/jimkes.v13i4.3305
Hadi, P., & Johan, A. (2023). Greening the tourists: Analyzing the drivers of environmentally responsible tourism behavior. Jurnal Aplikasi Manajemen, 21(3), 704–717. https://doi.org/10.21776/ub.jam.2022.021.03.11
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning, EMEA.
Hakim, M. A. A., Azizah, Z., & Runtiningsih, S. (2025). Tourism and economic growth on employment in Central Java: A panel data regression analysis. Efficient: Indonesian Journal of Development Economics, 8(2), 161–168. https://doi.org/10.15294/y57rnq25
Huddin, M. N., Kurnia, D., Deviyantoro, D., & Nafiudin, N. (2024). The relationship between customer experience, customer satisfaction, customer trust, and customer loyalty in tourism destination. Diponegoro International Journal of Business, 6(2), 142–154. https://doi.org/10.14710/dijb.6.2.2023.142-154
Ismail, T., & Rohman, F. (2019). The role of attraction, accessibility, amenities, and ancillary on visitor satisfaction and visitor attitudinal loyalty of Gili Ketapang Beach. Jurnal Manajemen Teori dan Terapan, 12(2), 149–165.
Khalid, J. (2023). The analysis of visitor satisfaction influenced by tourist attractions and service quality through tourism image in Kawung Tilu, Cikarang Timur, Bekasi Regency. Ilomata International Journal of Management, 4(3), 401–418. https://doi.org/10.52728/ijjm.v4i3.824
Kanom. (2023). Pengembangan Wana Wisata Rowo Bayu Banyuwangi. Altasia, 5(1), 69–83. https://doi.org/10.37253/altasia.v5i1.7283
Mahiru, A. R., Hariyanto, R., & Risfandini, A. (2024). The effect of tourist destination attractiveness, customer experience, and service form on return visit interest using tourist satisfaction in Pujon Kidul tourist village. Jurnal Pariwisata Pesona, 9(2), 243–249. https://doi.org/10.26905/jpp.v9i2.14572
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. M.I.T Press.
Musyaffi, A. M., K, H., & R, D. K. (2022). Konsep dasar structural equation model partial least square (SEM-PLS) menggunakan SmartPLS. Penerbit Pascal Books.
Pratama, H. F. (2016). Pengaruh kualitas pelayanan petugas terhadap kepuasan pengunjung di objek wisata sejarah Benteng Marlborough di Kota Bengkulu. EKOMBIS Review: Jurnal Ilmiah Ekonomi dan Bisnis, 4(1), 24–35.
Rahadi, D. R. (2023). Pengantar partial least squares structural equation model (PLS-SEM). CV Lentera Ilmu Madani.
Risfandini, A., Thoyib, A., Noermijati, N., & Mugiono, M. (2023). The determinant factors of tourism destination competitiveness and destination management: A case study from Malang City. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-008-4_110
Setiabudhi, H., Suwono, Setiawan, Y. A., & Karim, S. (2025). Analisis data kuantitatif dengan Smart PLS 4. Borneo Novelty Publishing.
Seyidov, J., & Adomaitienė, R. (2016). Factors influencing local tourists’ decision-making on choosing a destination: A case of Azerbaijan. Ekonomika, 95(3), 112–127.
Simorangkir, C. O., Ramadhan, G., Sukran, M. A., & Manalu, T. (2024). Tourism development impact on economic growth and poverty alleviation in West Java. Jurnal Kepariwisataan Indonesia, 18(2), 175–196. https://doi.org/10.47608/jki.v18i22024.175-196
Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan R&D (19th ed.). Alfabeta.
Sulistyowati, E., & Maliyan, S. (2015). Pengaruh kualitas layanan terhadap loyalitas wisatawan nusantara dengan kepuasan wisatawan nusantara sebagai variabel intervening. Jurnal Maksipreneur, 4(2), 24–45. https://doi.org/10.30588/jmp.v5i1.143
Sumarni, I., Baskara, I., & Fadli, J. A. (2024). The effect of service quality and destination image on return visit intention through tourist satisfaction. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2309–2336. https://doi.org/10.37641/jimkes.v12i6.2861
Surahman, I. G. N., Putu Ngurah Suyatna Yasa, & Wahyun, N. M. (2020). The effect of service quality on customer loyalty mediated by customer satisfaction in tourism villages in Badung Regency. Jurnal Ekonomi dan Bisnis Jagaditha, 7(1), 46–52. https://doi.org/10.37676/jambd.v3i2.8982
Taherdoost, H. (2021). Data collection methods and tools for research: A step-by-step guide to choose data collection technique for academic and business research projects. International Journal of Academic Research in Management, 10(1), 10–38.
Utomo, S. B., Risdwiyanto, A., & Judijanto, L. (2024). Pemasaran digital: Strategi dan taktik. PT Sanskara Karya Internasional.
Wayan, N., Kurniadevi, A., & Liestiandre, H. K. (2022). Pengaruh experiential marketing terhadap loyalitas pengunjung di Bali Safari & Marine Park, Gianyar. Jurnal Kepariwisataan, 21(2), 99–112. https://doi.org/10.52352/jpar.v21i2.850
Wiyana, T., Lusia, E., Khrisnanto, I., & Yuniarso, A. (2020). The impact of tourist attractions on visitor loyalty: Evidence from Taman Mini Indonesia Indah. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(7), 2440–2450.
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