Published online on the journal’s webpage: https://jbe-upiyptk.org/ojs/index.php/jbe

UPI YPTK Journal of Business
and Economics (JBE)
Vol. 8 No. 3 (2023) 16-22

ISSN Electronic Media: 2527-3949

Digital Marketing And City Branding Analysis of Tourist Visits: Trust
As A Mediation Variable
Arina Sovia, Hamdy Hadi, Yulasmi Yulasmi
Department of Management, Faculty of Economics and Business, Universitas Putra Indonesia YPTK, Padang, Indonesia
Sovia0574@gmail.com

Abstract
This research aims to test how extensive Digital marketing and city branding analysis of tourist visits to the Thousand Rumah
Gadang tourist attraction in South Solok with trust as an intervening variable. The data collection method is through surveys
and distributing questionnaires, with a sample of 100 respondents. The analysis method used is SEM analysis using smart pls.
The research results based on hypothesis testing were obtained that there is a significant influence on digital marketing on trust.
There is a significant influence on city branding and trust. Digital marketing has a significant influence on tourist visits. There
is a significant influence city branding on tourist visits.It has a significant influence on tourist visits. Trust mediates relationships
digital marketing towards tourist visits. Trust mediates relationship city branding towards tourist visits.
Keywords: Digital Marketing, City Branding, Trust And Tourist Visits

1. Introduction

modern consumer thinking means everything that is
done is thought more rationally.

The tourism industry can be interpreted as a collection
of business fields that produce various services and The level of tourist visits in the Thousand Houses
goods needed by those who travel on tour. Every natural Gadang Area, South Solok regency, is experiencing
or virtual product that is presented to meet particular volatile symptoms. So, it can be concluded that tourist
human needs should be assessed as an industrial visits are not optimal, allegedly caused by digital
products tour. Indonesia consists of 34 provinces that are marketing and city branding through trust. Based on the
very famous for their various natural tourism charms. description of the background of the problem that
They have multiple ethnicities and cultures that attract occurred above, research can be proposed with the title
domestic and international tourists. Indonesia is the best Digital Marketing And City Branding Analysis of
destination because it has a variety of tourist attractions Tourist Visits: Trust As A Mediation Variable.
that must be visited (Lesmana & Sugiarto, 2021).
The problem can be identified as follows: (1) Poor
The tourism potential in West Sumatra Province is
service quality reduces visitor satisfaction. (2) The
enormous and varied. West Sumatra has various tourist
fluctuating number of visits is allegedly caused by
destinations across each district, including marine,
digital marketing, which is not running optimally. (3)
historical, nature, sports/particular interest, and culinary
City branding is still not embedded in the minds of
tourism. The existence of these tourist destinations
tourists at the Thousand Rumah Gadang tourist
impacts the level of domestic tourist visits, which
attraction. (4) There has been a fluctuation in the number
increases yearly. Nature tourism is the most popular type
of tourists visiting the Thousand Rumah Gadang tourist
of tourism. Tourism that offers natural beauty and
area in the last five years. (5) Promotion that is less than
cultural values encourages tourists to decide to visit
optimal causes high competition. (6) Locations that lack
(Santa-Cruz & López-Guzmán, 2017).
public facilities cause a lack of visitor interest. (7) Poor
South Solok Regency is one of the regencies in West visitor perception causes visitors to move to another
Sumatra Province and is an expansion area of Solok tourist location. (8) Lack of visitor satisfaction causes
Regency. South Solok Regency is one of three expansion visitors not to visit again. (9) Lack of road signs so that
districts formed through Law Number 38 of 2003 visitors find it difficult to reach the location.
concerning the Establishment of Dharmasraya Regency,
South Solok Regency, and West Pasaman Regency. In Based on the background of the problem described
the current era of computerization, where critical and above, the author can formulate the issue in this research
Accepted by editor: Agt 26, 2023 | Final Revision: 07 Sept, 2023 | Online Publication: Sept 30, 2023
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Arina Sovia, Hamdy Hadi, YulasmicYulasmi
UPI YPTK Journal of Business and Economics (JBE) Vol. 8 No. 3 (2023) 16 – 22
as follows: (1) Does digital marketing influence trust in (1) Independent Variable X1 = Digital Marketing, X2 =
the Thousand Rumah Gadang tourist attraction in South City Branding (2) Dependent Variable Y = Visit
Solok? (2) Does city branding influence trust in the Decision, (3) Intervening Variable Z = Trust. Population
Thousand Rumah Gadang tourist attractions in South is a generalized area of objects or subjects with specific
Solok? (3) Is digital marketing influenced by the qualities and characteristics that researchers apply to
decision to visit the Thousand Rumah Gadang tourist study and then draw conclusions (Pandey & Pandey,
attraction in South Solok? (4) Does City Branding 2021). The population in this study was 100 respondents.
influence the decision to visit the Thousand Rumah So, the sample in this study was 100 tourists visiting the
Gadang tourist attraction in South Solok? (5) Does Trust Thousand Rumah Gadang tourist attraction in South
influence the Decision to Visit the Thousand Rumah Solok.
Gadang Tourist Attraction in South Solok? (6) Is digital
3. Result and Discussion
marketing influenced by the decision to visit the
Thousand Rumah Gadang tourist attraction in South Result
Solok through Trust? (7) Does City Branding Influence
the Decision to Visit the Thousand Rumah Gadang Researchers distributed 100 digital marketing, city
branding, tourist visits and trust statements by giving
Tourist Attraction in South Solok through Trust?
questionnaires to South Solok tourists. Before filling out
Tourist visits are consumers' actions to choose and the questionnaire, the researcher first provided brief and
determine choices from several available alternative clear instructions.
options. Four indicators are used: problem recognition,
information search, information evaluation, purchasing
Table 2.
decisions and post-purchase behaviour (Pizzutti et al., Characteristics of Gender Research Respondents
2022). Customer Trust is consumers' knowledge of an
object, its attributes and benefits. There are three
Information
Amount
Percentage (%)
indicators used, namely: sincerity (benevolence), ability Man
42
42.0
(ability) and integrity (integrity) (Oliveira et al., 2017). Woman
58
58.0
Digital marketing is a strategy or effort to market or Amount
100
100.0
promote products through all types of digital media, Source: Field Observation, 2023
either via the internet or other interconnected networks.
Three indicators are used: website, social media Based on the table above, data is obtained that out of 100
marketing and email marketing (Bala & Verma, 2018). male respondents, there were 42 people with a
percentage of 42.0%, of which the female gender is 58
City branding is an effort made by the government to people with a rate of 58.0%. This shows that the majority
create the identity of a place region and then promote it of the genders in this study were women.
to the internal and external public. Three indicators are
used: local government, facilitators and dynamists
Table 2.
(Golestaneh et al., 2022).
Characteristics of Research Respondents Age
Information
15-25 years
26-35 years old
> 36 years old
Amount

Amount
20
50
30
100

Percentage (%)
20.0
50.0
30.0
100.0

Source: Field Observation, 2023

Figure 1. Conceptual Framework

Based on age15-25 yearsas many as 20 people with a
percentage of 20.0%, aged26-35 years oldas
much50people with a percentage of 50.0% and those
aged >36 years oldas much30people with a percentage
of 30.0%. This shows that the respondentin this study the
majority were aged26-35 years old.

2. Methods
A research variable is an attribute trait or value of a
person or object that varies from one to another in that
group, so the variables in this research are:

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Arina Sovia, Hamdy Hadi, YulasmicYulasmi
UPI YPTK Journal of Business and Economics (JBE) Vol. 8 No. 3 (2023) 16 – 22
Table 3.
Characteristics of Job Research Respondents
Information
Government
employees
Private
sector
employee
Businessman
Amount

Amount
50

Percentage (%)
50.0

20

20.0

30
100

30.0
10.7

A correlation of 0.50 to 0.6 is considered adequate or
acceptable in the development stage. In research, the
limit value for convergent validity is above 0.6

Source: Field Observation, 2023
Based on education, there are as many civil servants as
there are people, with a percentage of 50.0%, who work
as private employees, 20 people with a rate of 20.0%,
who work as entrepreneurs, and 30 people with a
percentage of 30.0%. This shows that the majority of
respondents in this study work as civil servants.
Table 4.
Characteristics of Income Research Respondents
Information

Amount

IDR 1,500,000 –
3,000,000 /Month
IDR 4,000,000 –
6,000,000 /Month
IDR 7,000,000 –
10,000,000 /Month
Amount

10

Percentage
(%)
10.0

70

70.0

20

20.0

Figure 3.
Outer Loadings After Elimination

A correlation of 0.50 to 0.6 is considered adequate or
acceptable in the development stage. In research, the
Source: Field Observation, 2023
limit value for convergent validity is above 0.6. Some
indicators are eliminated from the variables of digital
Based on the length of work, 10 people earn IDR marketing And city branding on tourist visits through
1,500,000 – 3,000,000 / month with a percentage of trust.
10.0%, who earn IDR 4,000,000 – 6,000,000 /
month.70people with a percentage of 70.0% and who
Table 5.
earn IDR 7,000,000 – 10,000,000 / Month as much
AVE Test Results Report
as20people with a percentage of 20.0%. This shows that
most respondents' income in this study was IDR
4,000,000 – 6,000,000 / month.
100

100.0

Source: SmartPLS Inner Model Test Results, 2023
Based on the picture and table above, it can be concluded
that all the constructs or variables above meet the criteria
for good validity. This is indicated by an Average
Variance Extracted (AVE) value above 0.50 as the
recommended criteria.
Figure 2.
Outer Loadings Before Elimination
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Arina Sovia, Hamdy Hadi, YulasmicYulasmi
UPI YPTK Journal of Business and Economics (JBE) Vol. 8 No. 3 (2023) 16 – 22

Figure 4.
Composite Reliability Value
Based on the SmartPLS output in Figure 3.3 above, a
composite reliability value for each construct or
significant variable of 0.70 has been found. Thus, it can
be concluded that the level of data reliability is good or
reliable.

Based on Figure 3.5 of the structural model above, the
following model equation can be formed: (a) Model
Equation I, which is a description of the magnitude of
the influence of constructing digital marketing and city
branding to trust with the existing coefficients plus the
error level, which is an estimation error or which cannot
be explained in the research model. Z= 0.563X1+
0.333X2 + e1. (b) Model Equation II is a description of
the magnitude of the influence construct digital
marketing, city brandingAndtruston tourist visits with
each coefficient for each construct plus an error, which
is an estimation error.Y= 0.388X1+0.283X2+0.331 Z +
e2
Table 6.
Evaluation of R Square Value

Source: SmartPLS Inner Model Test Results, 2023
In Figure 3.2, the construct R-Square value can be seen
as tourist visits amounting to 0.919 or 91.9%. This
illustrates the magnitude of influence received by the
construction of tourist visits, as well as digital
marketing, city branding, and trust. Meanwhile, the RSquare value for the construct trust amounting to 0.769
or 76.9% shows the magnitude of the influence exerted
by the construct digital marketing and city branding in
explaining or influencing trust.
Figure 5.
Cronbach Alpha

Table 7.
Hypothesis Testing Results

Based on the SmartPLS output in Figure 3.4 above, the
Cronbach Alpha value for each construct or variable is
more significant than 0.60. Thus it can also be concluded
that the level of data reliability is good or reliable.

Source: SmartPLS Inner Model Test Results, 2023

Figure 6.
Structural Equation Models

Based on the SmartPLS test results in Table 7 you can
see the results of research hypothesis testing starting
from the first hypothesis to the fifth hypothesis, which is
the direct influence of the construct digital marketing
and city branding on trust and the influence of constructs
digital marketing city brandingAndtrust to tourist visits.

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Arina Sovia, Hamdy Hadi, YulasmicYulasmi
UPI YPTK Journal of Business and Economics (JBE) Vol. 8 No. 3 (2023) 16 – 22
Table 8.
Results of Path Analysis

with the t-table at 1.96 (with an error of rejecting the data
of 5%). Sample original value0.186< 1.96. Thus, the
hypothesis can be accepted or H0 is accepted, and H6 is
rejected. In other words, digital marketing has an
insignificant effect on tourist visits through trust.

The t-statistic value < t-table 1.96 or2,201> 1.96 PValue value 0.028 < 0.05, thus the hypothesis can be
accepted or H0 is rejected, and H7 is accepted, in other
Source: SmartPLS Inner Model Test Results, 2023
words, there is a significant influence city branding to
tourist visits through trust. Based on the results of
Based on the path diagramThe t-statistic or t-count value
hypothesis testing, the following research results were
is useful for assessing whether a hypothesis is accepted
obtained:
or rejected by comparing the t-statistic or t-count value
Table 9
Hypothesis Results
Hypothesis

Original
Sample
Sample
Mean
H1
0.563
0.531
H2
0.333
0.355
H3
0.388
0.387
H4
0.283
0.296
H5
0.331
0.320
H6
0.186
0.171
H7
0.110
0.113
Source: SmartPLS Inner Model Test Results, 2023

Standard
Deviation
0.131
0.130
0.106
0.084
0.073
0.058
0.050

TStatistics
4,298
2,559
3,666
3,360
4,511
3,201
2,201

P-Value

Exp.

0,000
0.011
0,000
0.001
0,000
0.001
0.028

Accepted
Rejected
Accepted
Accepted
Accepted
Rejected
Mediate

Based on the results of data testing using the SmartPLS
program tool, the coefficient values can be seen for
The results of data testing using the SmartPLS program digital marketing as big as0.388which is the magnitude
tool found that the coefficient values of digital marketing of the influence exerted by the construct tourist visits. To
are as big as 0.563, which is the magnitude of this determine whether this hypothesis is accepted or
construct influencing trust. Next, to assess whether this rejected, a comparison of the t-statistic or t-count value
hypothesis is accepted or rejected, comparing the t- with the t-table is 1.96 at an alpha of 5%. Where the tstatistic or t-count value with the t-table is 1.96 at an statistic value > t-table 1.96 at alpha 5% or3,666> 1.96
alpha of 5%. The t-statistic value > t-table 1.96 at alpha P-Value value 0.000 < 0.05 therefore, H0 is rejected and
5% or4,298> 1.96 P-Value value 0.000 < 0.05, H0 is H3 is accepted, in other words, there is a significant
rejected, and H1 is accepted. In other words, digital influence digital marketing to tourist visits. The results
marketing has a significant influence on trust. The of this research align with the study conducted by
results of this research align with the study conducted by (Hartanto et al., 2022) digital marketing significantly
(Khwaja et al., 2020), which shows that digital influences tourist visits.
marketing has a considerable influence on trust.
Based on the results of data testing using the SmartPLS
From the results of data testing with the SmartPLS program tool, the coefficient values can be seen for city
program, coefficient values were found , branding the branding as big as0.283which is the magnitude of the
magnitude of the influence that this construct has on influence of this construct on formation tourist visits. To
trust. Next, to assess whether this hypothesis is accepted determine whether this hypothesis is accepted or
or rejected, the t-statistic or t-count value is compared rejected, a comparison of the t-statistic or t-count value
with the t-table of 1.96 at an alpha of 5%. If the t-statistic with the t-table is 1.96 at an alpha of 5%. Where the tvalue > t-table 1.96 at alpha 5% or0.333< 1.96, then the statistic value > t-table 1.96 at alpha 5% or3,360> 1.96
hypothesis can be accepted or H0 is accepted and H2 is P-Value value0.001< 0.05 therefore, H0 is rejected, and
rejected, in other words there is a positive influence that H4 is accepted, in other words, there is a significant
is not significant branding to trust. The results of this influence city branding to tourist visit. The results of this
research align with the study conducted by (Mabkhot et research align with research conducted by (Zientara &
al., 2017), which significantly influences city branding Zamojska, 2018), which shows a significant influence of
organizational climate on tourist visits.
and trust.
Discussion

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Arina Sovia, Hamdy Hadi, YulasmicYulasmi
UPI YPTK Journal of Business and Economics (JBE) Vol. 8 No. 3 (2023) 16 – 22
Based on the results of data processing with the to tourists visits. (4) Comparison between the t-statistical
SmartPLS program, coefficient values were obtained for or t-count value and the t-table 1.96 at alpha 5%. Where
trust as big as 0.331, which is the magnitude of the the t-statistic value > t-table 1.96 at alpha 5% or1,968>
influence of this construct on tourist visits. Next, the t- 1.96 P-Value value0.050< 0.05, H0 is rejected, and H4
statistic or t-count value helps assess whether the is accepted. In other words, city branding has a
hypothesis is accepted or rejected by comparing the t- significant influence on tourist visits. (5) Comparison
statistic or t-count value with the t-table at 1.96. The t- between the t statistical or calculated t value and the tstatistic value > t-table 1.96 or4,511> 1.96 P-Value table at 1.96. The t-statistic value > t-table 1.96 or5,382>
value 0.000 < 0.05, thus the hypothesis can be accepted 1.96 P-Value value 0.000 < 0.05. Thus, the hypothesis
or H0 is rejected, and H5 is accepted, in other words, can be accepted or H0 is rejected, and H5 is accepted. In
there is a significant influence trust towards tourists other words, there is a significant influence on trust
visits. The results of this research align with the study towards tourist visits.(6) Original sample value0.186<
conducted by (Artigas et al., 2017), which shows a 1.96. Thus, the hypothesis can be accepted or H0 is
significant positive influence on tourist visits.
accepted, and H6 is rejected. In other words, digital
marketing has an insignificant effect on tourist visits
Sample original value 0.186 < 1.96, thus the hypothesis through trust. (7) The t-statistic value < t-table 1.96
can be accepted, or H0 is accepted, and H6 is rejected. or2,753> 1.96 P-Value value 0.006 < 0.05, thus the
In other words, digital marketing has an insignificant hypothesis can be accepted or H0 is rejected and H7 is
effect on tourist visits through trust. So tourist visits will accepted,in other words, there is a significant influence
decrease through trust. Tourist visits are increasingly city branding to tourist visits through trust.
directly influenced by digital marketing. The results of
this research align with the study conducted by Based on the conclusions that have been made, the
(Budianto & Budiatmo, 2019); there is a significant author puts forward several suggestions: (1) For
influence in digital marketing towards tourist visits Research Objects, research objects need to be able to
through trust. Trust mediating the influence of digital maintain digital marketing to continue creating good
marketing on tourist visits.
tourist visits. Having good digital marketing will
increase tourist visits. For this reason, companies must
The t-statistic value < t-table 1.96 or 2,201> 1.96 P- make good digital marketing. Marketing is a company's
Value value 0.028 < 0.05, thus the hypothesis can be activity of creating, communicating, delivering, and
accepted or H0 is rejected and H7 is accepted,in other exchanging offers that have value for consumers or
words, there is a significant influence city branding to society. Meanwhile, the Internet is a media created
tourist visits through trust. The tourist visits will increase digitally. In life, the internet makes it very easy to find
through trust. Tourist visits are growing, not directly the information you need, purchase goods, and much
influenced by city branding. The results of this research more that can be done via the internet. So now the
align with the study conducted by (Armayani & Jatra, internet has become an essential medium for companies
2019), which shows that city branding significantly and businesspeople to exchange offers. We also need to
influences tourist visits through trust. Trust mediating pay more attention to city branding to continue to
the influence of city branding on tourist visits.
support tourist visits. Apart from that, the company pays
more attention to trust issues so that tourist visits
4. Conclusions
continue to increase. (2) For Further Researchers, Future
From the discussion in the previous chapters, several researchers are expected to develop the results of this
conclusions can be drawn: (1) Comparison between the research by involving independent variables related to
t-statistic or t-count value and t-table 1.96 at 5% alpha. tourist visits such as location, destination image and
Where the t-statistic value > t-table 1.96 at alpha 5% promotion or adding moderating variables. With the
or5,964> 1.96 P-Value value 0.000 < 0.05, H0 is hope that the sample and research objects will be even
rejected, and H1 is accepted. In other words, there is a larger. (3)For Academics, It is hoped that the research
significant influence digital marketing on trust. (2) A results can become a source of information for future
comparison between coefficient values of city branding science and a reference for those who need it.
is the magnitude of the influence that this construct has
on trust. Where0.333< 1.96, the hypothesis can be
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