Pengaruh Strategi Pemasaran Digital Dan Kualitas Produk Ekowisata Terhadap Efektifitas Program Kelompok Tani Hutan Kabupaten Halmahera Utara Dengan Kemitraan Sebagai Variabel Mediasi
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital dan kualitas produk ekowisata terhadap efektivitas program ekowisata Kelompok Tani Hutan (KTH) dengan kemitraan sebagai variabel mediasi di Kabupaten Halmahera Utara. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 156 wisatawan yang pernah berkunjung ke objek ekowisata Talaga Paca Tobelo dan Gunung Api Dukono. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa strategi pemasaran digital berpengaruh positif namun tidak signifikan terhadap efektivitas program ekowisata, tetapi berpengaruh signifikan terhadap kemitraan. Kualitas produk ekowisata berpengaruh positif dan signifikan terhadap efektivitas program ekowisata serta kemitraan. Sementara itu, kemitraan tidak berpengaruh signifikan terhadap efektivitas program dan tidak mampu memediasi hubungan antara strategi pemasaran digital maupun kualitas produk ekowisata terhadap efektivitas program. Temuan ini menunjukkan bahwa kualitas produk ekowisata merupakan faktor utama dalam meningkatkan efektivitas program ekowisata.
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