Determinan Minat Berkunjung Masyarakat Ke Sentra Ikan Bulak Kota Surabaya

Abstract

This study aims to analyze the influence of social media, word of mouth, motivation, destination awareness, destination awareness, destination image, destination branding, tourist attraction, purchasing power, and location partially and simultaneously to the interest of visiting the community in the City of Surabaya. This research was conducted with a type of causal research and quantitative approach. The population used in the study was people who were visiting the Center of Bulak Fishery (Sentra Ikan Bulak). The sampling technique used in this study was purposive sampling, which is the determination of samples using certain criteria, then to determine the number of samples carried out using the calculation of unknown population so that the number of samples of this study is 100 people. In this study, the technique of data collection was done using a questionnaire with a measurement scale using a Likert scale. The collected data analyzed using multiple linear regression analysis with a significance level of 5%. The results of this study explain that social media shows the value of sig. at 0,0008, word of mouth shows the value of sig. at 0.0010, and the destination image shows the sig value. amounting to 0.0323 which has a lower value (<) than the critical value of 5%, so that it can be explained that social media, word of mouth, and destination image have a significant effect on people's visiting interest in the Bulak Fishery Center. Then motivation shows the value of sig. amounting to 0.5086, destination awareness with the sig value. equal to 0,7909, destination branding with sig value. equal to 0.0696, market attractiveness with sig value. amounting to 0.0889, purchasing power with a sig value. amounting to 0.3145 and location with a sig value. amounting to 0.9438 which is higher than the critical value of 5%, so that it can be explained that motivation, destination awareness, destination branding, market attractiveness, purchasing power, and location have no significant effect on community interest in the Bulak Fishery Center.