Published: 2026-01-01
Pengaruh Kegunaan, Kepuasan Pengguna, dan Pengalaman Wisata Virtual Reality dalam Strategi Pemasaran pada Taman Bunga Celosia
DOI: 10.35870/emt.v10i1.5614
Downloads
Abstract
This study aimed to analyze and determine the influence of usability, user satisfaction, and virtual reality tourism experience on marketing strategies at Celosia Flower Garden. The population in this study was 250 virtual reality service users for an average period of one month. To provide accurate results, the sample size was taken using the Slovin formula. Based on this calculation, the sample size for this study was 71 respondents. The research method used was SPSS. The results showed that the usability variable had a partial positive and significant effect on marketing strategies. This is evidenced by the regression coefficient value of 0.316 (positive) with a significance value of 0.007 <0.05, thus H1 is accepted. The user satisfaction variable had a partial positive and significant effect on marketing strategies. This is evidenced by the regression coefficient value of 0.222 (positive) with a significance value of 0.009 <0.05, thus H2 is accepted. The virtual reality tourism experience variable had a partial positive and significant effect on marketing strategies. This is evidenced by the regression coefficient value of 0.392 (positive) with a significance value of 0.001 <0.05, so H3 is accepted. The variables of usability, user satisfaction and virtual reality tourism experience simultaneously have a positive and significant effect on marketing strategies. This is evidenced by the calculated F value of 25.320 > F table 3.13 and the significance value (Sig.) of 0.000 <0.05 and is positive, so H4 is accepted.
Keywords
Usability ; User Satisfaction ; Virtual Reality Tourism Experience ; and Marketing Strategy
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 2 (2026)
-
Section: Articles
-
Published: %750 %e, %2026
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/emt.v10i1.5614
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Silvia Ekasari
Program Majemen Pemasaran, STIE Manajemen Bisnis Indonesia, Kota Depok, Provinsi Jawa Barat, Indonesia, Indonesia.
-
Abid, R. (2025). Exploring the Virtual Reality in Tourism Marketing for Improving Efficiency and Better Consumer Experience. Business Perspective Review, 7(1), 15-31. https://doi.org/10.38157/bpr.v7i1.664.
-
Arikunto, S. (1998). Prosedur penelitian suatu pendekatan praktik. Rineka Cipta.
-
Cayahuallpa-Paquirachi, C., Pacheco, A., & Uribe-Hernandez, Y. (2025). Transforming the tourism experience: Virtual reality for. May, 1–14.
-
Ghozali, I. (2009). Aplikasi analisis multivariate dengan program SPSS. Badan Penerbit Universitas Diponegoro.
-
Ghozali, I. (2018). Aplikasi analisis multivariete dengan program IBM SPSS 23.
-
Giovani, G., & Oktaroza, M. (2021). Pengaruh kualitas sistem digital payment dan kualitas informasi digital payment terhadap kepuasan pengguna. https://doi.org/10.29313/.V0I0.30442.
-
Hamud, J. (2021). Analisis strategi bauran komunikasi pemasaran pada beberapa perusahaan di Kota Palopo. Islamic Economics and Business, 3(1), 31–34. https://doi.org/10.24256.
-
Hasan, G., & Lim, J. (2024). Analisa strategi pemasaran media sosial untuk meningkatkan penjualan produk terhadap UMKM “Master Food.” JPNM Jurnal Pustaka Nusantara Multidisiplin, 2(1). PT General Software. https://doi.org/10.59945/jpnm.v2i1.94.
-
Jamgade, S. (2023). Strategic e-value co-creation through virtual reality in the travel and tourism industry of India. 9(2), 113–123. https://doi.org/10.26650/jot.2023.9.2.1328025.
-
Krisnan. (2021). Berikut ini 4 pengertian metode kuantitatif menurut para ahli. In Meenta.Net.
-
Mai, V., Tuyến, V., & Nguyen, L. (2023). The relationship between tourism service quality, tourist’s satisfaction and loyalty: A study by using Smart PLS-SEM approach. https://doi.org/10.12691/jbe-11-1-1.
-
Pingki, P., & Bharata, W. (2023). Analysis of user satisfaction virtual reality tourism Kemenparekraf using the end user computing satisfaction method. Jurnal Teknologi Informasi Dan Pendidikan, 16, 127–138. https://doi.org/10.24036/jtip.v16i1.697.
-
Rahayu, K. S., Astuti, E. S., Kusumawati, A., & Pangestuti, E. (2023). Understanding Virtual Reality Experience Quality as Drive Intention to Visit in Tourism. AICoBPA 2022, ASSEHR, 764, 443-455. https://doi.org/10.2991/978-2-38476-090-9.
-
Sobarna, A., Saefullah, K., Sapari, M., & Hadian, D. (2025). Virtual reality application in rural tourism experience: Influence of authenticity and tourist satisfaction. 7(1), 24–40. https://doi.org/10.35313/ijabr.v7i01.447.
-
Sousa, N., Alén, E., & Guttentag, D. (2024). Does technological innovativeness influence users’ experiences with virtual reality tourism? 1–12. https://doi.org/10.1002/jtr.2730.
-
Utami, M. P., Priyambodo, T. K., & Reksoatmodjo, W. (2022). The effects of virtual reality use on millennials’ intention to visit travel destinations.
-
Zuhroh, N. F., Mildawati, T., & Pahlawan, M. R. (2024). Augmented and virtual reality in tourism marketing: A systematic literature review of adoption factors. 887–904.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.