Pengaruh Content Marketing dan Citra Destinasi Terhadap Keputusan Pembelian Tiket di Eco Active Park
DOI:
https://doi.org/10.63822/wstqd126Keywords:
Content marketing; destination image; purchase decision, Eco Active ParkAbstract
The development of information and communication technology has encouraged social media and digital content to become important tools for tourism destination managers in building destination image and attracting tourists, including for Eco Active Park Batu City, an ecology-based educational tourist destination that actively uses digital promotion, although its effectiveness on ticket purchase decisions still needs further analysis. This study aims to examine and analyze the influence of Content marketing and destination image, both partially and simultaneously, on ticket purchase decisions at Eco Active Park Batu City. The study used a quantitative approach with an explanatory design. Primary data were collected through a Likert-scale questionnaire using non-probability purposive sampling from 100 respondents who had seen Eco Active Park promotional content on TikTok and had purchased a ticket, and were analyzed using multiple linear regression. The partial significance test (t-test) shows that Content marketing and destination image each have a significant effect on purchase decisions, with destination image being the most dominant factor, while the simultaneous significance test (f-test) shows that the research model is feasible and both variables together have a significant effect on ticket purchase decisions. Management is advised to continue optimizing creative digital marketing content while consistently maintaining destination quality and image to increase tourists' purchase decisions.
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