Pengaruh Promosi Digital terhadap Minat Kunjungan Wisatawan Gen Z ke Kawasan Heritage Kota Tua di Kota Padang
Authors
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Hazella Vioma Rizka
Universitas Negeri Padang
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Adil Mubarak
Universitas Negeri Padang
DOI:
https://doi.org/10.36312/1y7c3b05Keywords:
Promosi Digital, Minat Kunjungan Wisatawan, Generasi Z, Kawasan Heritage, Kota Tua Padang.Abstract
Kawasan heritage Kota Tua Padang memiliki potensi wisata sejarah yang besar, namun minat kunjungan wisatawan Generasi Z belum optimal. Penelitian ini bertujuan untuk mengukur besaran pengaruh promosi digital terhadap minat kunjungan wisatawan Generasi Z ke kawasan heritage Kota Tua Padang. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan sampel sebanyak 103 responden Generasi Z (lahir 1997-2012) yang pernah melihat informasi kawasan melalui media digital. Teknik pengambilan sampel menggunakan purposive sampling dan quota sampling. Data dikumpulkan melalui kuesioner daring dengan skala Likert, kemudian dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa promosi digital berada pada kategori baik (TCR 77,80%) dan minat kunjungan juga pada kategori baik (TCR 79,60%). Hasil uji hipotesis membuktikan bahwa promosi digital berpengaruh positif dan signifikan terhadap minat kunjungan (t hitung = 11,468 > t tabel = 1,984; Sig. = 0,000). Nilai koefisien determinasi (R²) sebesar 0,566 mengindikasikan bahwa promosi digital mampu menjelaskan 56,6% variasi minat kunjungan wisatawan Generasi Z, sementara 43,4% dipengaruhi faktor lain. Persamaan regresi Y = -3,188 + 0,859X menunjukkan bahwa setiap peningkatan satu satuan promosi digital akan meningkatkan minat kunjungan sebesar 0,859 satuan. Secara praktis, temuan ini memberikan kontribusi bagi pengelola kawasan heritage Kota Tua Padang untuk mengoptimalkan strategi promosi digital, terutama dalam meningkatkan frekuensi unggahan konten dan interaktivitas media sosial guna menarik minat kunjungan Generasi Z.
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