Integrated Marketing Communication Strategies to Increase Tourist Visits to Lembang, West Bandung Regency
DOI:
https://doi.org/10.58812/jmws.v5i05.3665Kata Kunci:
Komunikasi Pemasaran Terpadu, Electronic Word of Mouth, Kunjungan Wisatawan, Pemasaran Pariwisata, Pariwisata LembangAbstrak
Pariwisata memainkan peran strategis dalam pembangunan ekonomi daerah dan daya saing destinasi. Sebagai salah satu destinasi wisata terkemuka di Jawa Barat, Lembang menghadapi persaingan yang semakin ketat, sehingga strategi pemasaran yang efektif menjadi sangat penting untuk menarik pengunjung. Penelitian ini mengkaji pengaruh Komunikasi Pemasaran Terpadu (IMC) dan Electronic Word of Mouth (e-WOM) terhadap Kunjungan Wisatawan di Lembang, Kabupaten Bandung Barat. Pendekatan kuantitatif diterapkan dengan menggunakan survei terhadap 185 wisatawan yang dipilih melalui pengambilan sampel purposif. Data dikumpulkan menggunakan kuesioner terstruktur yang diukur dengan skala Likert lima poin dan dianalisis menggunakan SPSS versi 25 melalui validitas, reliabilitas, asumsi klasik, regresi berganda, koefisien determinasi, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa baik IMC maupun e-WOM memiliki pengaruh positif dan signifikan terhadap Kunjungan Wisatawan, baik secara individual maupun simultan. Koefisien determinasi (R² = 0,667) menunjukkan bahwa 66,7% variasi dalam Kunjungan Wisatawan dapat dijelaskan oleh kedua variabel tersebut. Temuan ini menyoroti pentingnya kegiatan promosi terintegrasi dan rekomendasi online yang positif dalam memengaruhi keputusan kunjungan wisatawan serta memperkuat daya saing destinasi di Lembang.
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