THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON TRAVELER'S DECISION WITH INTERESTED INVISITING AS A MEDIATING VARIABLE IN THE PERSPECTIVE OF SHARIA BUSINESS (Study on Labuhan Jukung Visitors, Krui West Coast)

Abstract

The development of the tourism sector in Indonesia currently plays a crucial role in driving economic growth and enhancing the welfare of the community. This is evidenced by the increase in the number of tourists visiting various tourist destinations in Indonesia, which is renowned for its natural beauty and cultural diversity. However, in 2023 and 2024, there was a decline in visitor numbers due to competition with other destinations, a lack of innovation in promotion, and external factors such as unfavorable economic conditions and weather. This study aims to examine whether the interest in visiting mediates the influence of social media marketing and Electronic Word of Mouth on the travel decisions of tourists visiting Labuhan Jukung Beach in Krui, from a sharia business perspective. The methodology employed is quantitative, with a sample of 96 respondents, and data analysis is conducted using SmartPLS 4. The results indicate that social media marketing has a positive and significant effect on tourists' decisions, as do Electronic Word of Mouth and interest in visiting. Furthermore, social media marketing and Electronic Word of Mouth also positively influence the interest in visiting. The mediation test results show that interest in visiting partially mediates the effect of social media marketing and Electronic Word of Mouth on tourists' decisions