PENGARUH PROMOSI WISATA TERHADAP PENINGKATAN PENGUNJUNG DI OBJEK WISATA SALIB KASIH TARUTUNG

Abstract

This study aims to determine the extent to which tourism promotion influences the increase in visitors at the Salib Kasih tourist attraction in Tarutung. The study involved 94 respondents. The data analysis methods applied include validity testing, reliability testing, simple linear regression analysis, coefficient of determination (R²), correlation analysis, and t-test (hypothesis testing). The results indicate that all questionnaire items are valid and reliable. The correlation coefficient (r_calculated) is 0.583, greater than r_table, with a significance value of 0.000 < 0.05, indicating a positive and significant relationship of moderate strength between tourism promotion and visitor increase. The coefficient of determination (R²) is 0.340, meaning that the tourism promotion variable contributes 34% to the increase in visitors, while the remaining 66% is influenced by other factors not examined in this study. The simple linear regression analysis produced the equation Y = 6.224 + 1.070X, which implies that a one-unit increase in tourism promotion (X) will increase the number of visitors (Y) by 1.070 units. The t-test results show that t_calculated = 6.889 > t_table = 1.661 with a significance value of 0.000 < 0.05. This confirms that the tourism promotion variable (X) has a positive and significant effect on the increase in visitors (Y) at the Salib Kasih tourist attraction in Tarutung. Thus, the research hypothesis is accepted, namely that tourism promotion has a positive and significant effect on the increase in visitors.