INTEGRATION OF DESTINATION IMAGE, QUALITY SERVICES, AND DIGITAL MARKETING IN ENCOURAGING SUSTAINABLE TOURISM IN SAMOSIR EXPLORATION THROUGH MEDIATION OF BRAND PERCEPTION

Abstract This study aims to analyze the influence of destination image integration, quality service, and digital marketing on tourist loyalty in Samosir, with brand perception as a mediating variable. Samosir, as a leading destination with the beauty of Lake Toba and cultural treasures such as ulos weaving, faces various challenges in maintaining tourism sustainability. These challenges include the low adoption of digital technology by local MSME players and the mismatch between tourists' expectations and the services received. This study uses a quantitative approach with the Structural Equation Modeling (SEM) method. Data were collected through a structured questionnaire from 200 respondents who had visited Samosir. The results showed that destination image, quality service, and digital marketing have a significant effect on tourist loyalty, both directly and through the mediation of brand perception. A positive destination image and satisfactory service are able to enhance the tourist experience, while digital marketing expands the destination's exposure to the global market.This research contributes academically by expanding the literature related to tourist loyalty in the context of culture-based tourism and digital marketing. Practically, this study recommends strengthening digital marketing strategies, improving service quality, and collaboration between local government and local businesses to create sustainable tourism in Samosir.