Peran Website terhadap Minat Kunjungan Wisata Petik di Lumbung Stroberi

Abstract

Jumlah kunjungan Lumbung Stroberi masih berfluktuasi, sementara website resmi sebagai salah satu media pemasaran digital belum dikelola secara optimal karena pembaruan informasi belum dilakukan secara konsisten dan belum dimanfaatkan secara maksimal. Penelitian ini bertujuan mengidentifikasi faktor website yang memengaruhi minat kunjungan, menganalisis pengaruh persepsi dan promosi website terhadap minat kunjungan dengan kualitas pelayanan sebagai variabel mediasi, serta menyusun rekomendasi pengembangannya. Data dikumpulkan melalui kuesioner daring terhadap 53 responden yang dipilih secara purposive sampling, lalu dianalisis dengan statistik deskriptif dan SEM-PLS. Hasil penelitian menunjukkan promosi website berpengaruh positif dan signifikan terhadap minat kunjungan, sedangkan persepsi website hanya berpengaruh terhadap kualitas pelayanan. Kualitas pelayanan berpengaruh positif dan signifikan terhadap minat kunjungan, dengan model menjelaskan 58,5 persen keragaman minat kunjungan. Simulasi finansial menghasilkan Marginal Benefit Cost Ratio lebih besar dari satu sehingga pengembangan website dinyatakan layak secara finansial.

The number of visitors to Lumbung Stroberi has fluctuated, while the official website as a digital marketing medium has not been optimally managed, particularly in terms of consistent information updates and the utilization of its features. This study aimed to identify website factors influencing visit interest, analyze the effects of website perception and website promotion on visit interest with service quality as a mediating variable, and formulate website optimization recommendations. Data were collected through an online questionnaire from 53 respondents selected using purposive sampling and analyzed using descriptive statistics and SEM-PLS. The results showed that website promotion had a positive and significant effect on visit interest, while website perception had a significant effect on service quality. Service quality had a positive and significant effect on visit interest, with the model explaining 58.5% of the variance in visit interest. The financial simulation resulted in a Marginal Benefit Cost Ratio greater than one, indicating that website optimization is financially feasible.