Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk menganalisis pengaruh firm generated content (fgc) dan user generated content (ugc) terhadap minat berkunjung kembali dengan citra destinasi sebagai variabel mediasi pada wisata halal di aceh. penelitian ini dilatarbelakangi oleh perkembangan pemasaran digital pariwisata halal yang semakin memanfaatkan media sosial sebagai sarana penyebaran informasi destinasi wisata. penelitian menggunakan pendekatan kuantitatif dengan metode structural equation modeling–partial least squares (sem-pls) melalui aplikasi smartpls 4.0. data dikumpulkan dari 135 wisatawan nusantara yang pernah berkunjung ke destinasi wisata halal di aceh menggunakan teknik purposive sampling dan kuesioner skala likert. hasil penelitian menunjukkan bahwa firm generated content tidak berpengaruh signifikan terhadap minat berkunjung kembali, sedangkan user generated content berpengaruh positif dan signifikan terhadap minat berkunjung kembali. selain itu, firm generated content dan user generated content berpengaruh positif dan signifikan terhadap citra destinasi. citra destinasi juga terbukti berpengaruh signifikan terhadap minat berkunjung kembali serta mampu memediasi pengaruh firm generated content dan user generated content terhadap minat berkunjung kembali. temuan ini menunjukkan bahwa pengalaman dan informasi yang dibagikan wisatawan melalui media sosial lebih efektif dalam meningkatkan minat kunjungan ulang dibandingkan konten resmi yang dipublikasikan pengelola destinasi. kata kunci: firm generated content, user generated content, citra destinasi, minat berkunjung kembali, pariwisata halal.

ABSTRACT This study aims to analyze the influence of Firm Generated Content (FGC) and User Generated Content (UGC) on Revisit Intention with Destination Image as a mediating variable in halal tourism in Aceh. This research is motivated by the development of digital marketing in halal tourism, which increasingly utilizes social media as a medium for disseminating tourism destination information. This study employed a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method through SmartPLS 4.0 software. Data were collected from 135 domestic tourists who had visited halal tourism destinations in Aceh using purposive sampling techniques and Likert-scale questionnaires. The results indicate that Firm Generated Content has no significant effect on Revisit Intention, while User Generated Content has a positive and significant effect on Revisit Intention. In addition, Firm Generated Content and User Generated Content have a positive and significant effect on Destination Image. Destination Image is also proven to have a significant effect on Revisit Intention and mediates the influence of Firm Generated Content and User Generated Content on Revisit Intention. These findings indicate that tourists’ experiences and information shared through social media are more effective in increasing revisit intention than official content published by destination managers. Keywords: Firm Generated Content, User Generated Content, Destination Image, Revisit Intention, Halal Tourism.