PENINGKATAN KUNJUNGAN WISATAWAN KE SUMATERA BARAT MELALUI HALAL ATTRIBUTES, DESTINATION SECURITY GUARANTEE DAN DESTINATION IMAGE

Dian Rani Yolanda

Abstract


Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh halal attributes, security guarantee, dan destination image terhadap visit decision wisatawan ke destinasi wisata di Sumatera Barat. Penelitian ini dilatarbelakangi oleh meningkatnya tren pariwisata halal serta posisi strategis Sumatera Barat yang memiliki nilai budaya berbasis Islam. Metodologi: Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Data dikumpulkan dari 120 wisatawan nusantara melalui kuesioner dengan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linear berganda dengan SPSS, yang didahului oleh uji validitas, reliabilitas, dan uji asumsi klasik. Temuan: Hasil penelitian menunjukkan bahwa halal attributes berpengaruh positif dan signifikan terhadap visit decision, namun tidak berpengaruh signifikan terhadap destination image. Security guarantee berpengaruh positif dan signifikan terhadap destination image, tetapi tidak berpengaruh signifikan terhadap visit decision. Sementara itu, destination image memiliki pengaruh paling dominan terhadap visit decision. Temuan ini menunjukkan bahwa keputusan berkunjung lebih banyak dipengaruhi oleh citra destinasi, sedangkan atribut halal berperan sebagai faktor pendukung dan jaminan keamanan berperan tidak langsung.

Keywords


Halal Attributes; Security Guarantee; Destination Image; Visit Decision; Pariwisata Halal.

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DOI: https://doi.org/10.37479/jimb.v9i1.38838

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo