Pengaruh Konten Kreatif dan Influencer Marketing terhadap Peningkatan Kunjungan Wisatawan di Kota Palembang

The advancement of digital technology has significantly transformed the landscape of tourism promotion. Social media has now become a primary platform in shaping tourist perceptions and decision-making. Amid increasing competition among destinations, promotional strategies that rely on creative content and collaboration with influencers are considered more effective in building both visual and emotional appeal toward a tourism site. This study aims to analyze the influence of creative content and influencer marketing on the increase of tourist visits to Palembang City. The research employed a quantitative method with an associative-causal explanatory level. A total of 100 respondents were determined using the Slovin formula with a 10% margin of error, selected through simple random sampling. Data were collected through a Likert-scale questionnaire. The data analysis included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results show that creative content has a positive and significant effect on increasing tourist visits (t = 4.147; p = 0.000), as does influencer marketing (t = 5.714; p = 0.000). Simultaneously, both variables have a significant effect on the increase in tourist visits (F = 71.904; p = 0.000). The coefficient of determination (R²) of 0.597 indicates that 59.7% of the variation in the increase of tourist visits can be explained by these two variables, while the remaining 40.3% is influenced by other factors outside the model. These findings affirm that digital promotion strategies through creative content and influencer marketing significantly contribute to increasing tourist visits to Palembang City.