EFEKTIVITAS MARKETPLACE DIGITAL GODEVI DALAM MENDUKUNG DESA WISATA BERKELANJUTAN
PENDEKATAN CSI DAN IPA
DOI:
https://doi.org/10.24843/IPTA.2026.v14.i01.p14Keywords:
digital marketing communication, tourism village, website marketplace, customer satisfaction index, importance performance analysisAbstract
Transformasi digital telah memperluas penggunaan website marketplace sebagai media komunikasi pemasaran desa wisata. Godevi (Go Destination Village) mendukung promosi produk desa wisata di Bali, namun penurunan web traffic dan user engagement mengindikasikan perlunya evaluasi efektivitas platform. Penelitian ini bertujuan menganalisis efektivitas marketplace Godevi berdasarkan tingkat kepuasan pengguna serta merumuskan strategi untuk meningkatkan engagement wisatawan. Berbeda dengan penelitian sebelumnya, penelitian ini mengintegrasikan Model ICTRT for Mobile, Customer Satisfaction Index (CSI), dan Importance Performance Analysis (IPA) untuk mengevaluasi kinerja marketplace sekaligus menyusun strategi pengembangannya, suatu pendekatan yang masih terbatas diterapkan pada konteks desa wisata di Indonesia. Penelitian menggunakan pendekatan deskriptif kuantitatif dengan melibatkan 97 pengguna Godevi. Data dikumpulkan melalui survei, observasi, wawancara, dan studi pustaka. Hasil penelitian menunjukkan nilai CSI sebesar 75,93% yang mengindikasikan pengguna merasa puas terhadap kinerja website. Analisis IPA mengidentifikasi keamanan transaksi, kebijakan privasi, fitur navigasi lokasi, dan informasi panduan wisata sebagai prioritas perbaikan. Rekomendasi penelitian meliputi penyederhanaan alur transaksi, penguatan keamanan dan privasi, integrasi Google Maps, peningkatan kualitas fitur tiket event budaya, perancangan promosi sesuai preferensi pelanggan, serta penyediaan informasi wisata yang lebih komprehensif guna meningkatkan engagement wisatawan dan mendukung pengembangan desa wisata berkelanjutan di Bali.
References
Albert, J., & Goldenberg, D. (2021). E-Commerce Promotions Personalization via Online Multiple-Choice Knapsack with Uplift Modeling. arXiv. https://doi.org/10.48550/arXiv.2108.13298.
Anam, K., Wirawan, N.H., Kalista, A. & Anggraini, S.D. (2022) 'Analisis Kepuasan Pengunjung terhadap Kualitas Pelayanan dengan Metode Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA) (Studi Kasus: Wisata Jatiwangi Park dan Goa Djoyokusumo)', Industrial Management and Engineering Journal (IMEJ), 1(1), pp. 1–13.
AP, A.R., Imron, D.K. and Pertiwi, C. (2020) 'Tourism Village: Challenges and Opportunities in New Normal', in Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020). Advances in Social Science, Education and Humanities Research, Vol. 510. Paris: Atlantis Press, pp. 540–544. https://doi.org/10.2991/assehr.k.201219.082.
Aritonang, L.R. (2005) Kepuasan Pelanggan: Pengukuran dan Penganalisisan dengan SPSS Jakarta: PT Gramedia Pustaka Utama. ISBN: 979-22-1555-7.
Balakrishnan, V., Ismail, M.N., & Jusoh, R. (2022) 'Understanding Trust and Privacy Concerns in Online Tourism Platforms', Information & Management.
Chaffey, D. & Ellis-Chadwick, F. (2022) Digital Marketing: Strategy, Implementation and Practice. 9th edn. Harlow: Pearson.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
DeLone, W.H. & McLean, E.R. (2003) 'The DeLone and McLean Model of Information Systems Success: A Ten-Year Update', Journal of Management Information Systems, 19(4), pp. 9–30, https://doi.org/10.1080/07421222.2003.11045748.
Ernawati, N. M., Raden, A. T., Arjana, I. W. B., Puspita, N. P. L. A., & Negru, R. (2022). Niche market of event for village tourism. International Journal of Applied Sciences in Tourism and Events, 6(2), pp. 120–126. https://doi.org/10.31940/ijaste.v6i2.120-126.
Ferreira, M. C., Oliveira, M., & Dias, T. G. (2022). To Use or Not to Use? Investigating What Drives Tourists to Use Mobile Ticketing Services in Tourism. Sustainability, 14(11), pp. 6622. https://doi.org/10.3390/su14116622.
Flavián, C., Guinalíu, M. & Gurrea, R. (2006) 'The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty', Information & Management, 43(1), pp. 1–14. https://doi.org/10.1016/j.im.2005.01.002.
Fraenkel, J. R., Wallen, N. E. & Hyun, H. E. (2012). How to Design and Evaluate Research in Education. New York: McGraw Hill Companies, Inc.
Garrett, J.J. (2011) The Elements of User Experience: User-Centered Design for the Web and Beyond. 2nd edn. Berkeley, CA: New Riders.
Gefen, D., Karahanna, E., & Straub, D.W. (2003) 'Trust and TAM in Online Shopping: An Integrated Model', MIS Quarterly, 27(1), pp. 51–90. https://doi.org/10.2307/30036519.
Godevi. (2025). Google Analytics Report: Website Traffic and User Engagement January–December 2025, diakses pada 28 Desember 2025, From: https://business.google.com/en-all/google-analytics/.
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS – SEM). London: SAGE Publication Ltd.
Jannah, L.M. (2019). Metode Penelitian Kuantitatif. Jakarta: Rajawali Pers.
Kotler, P., Kartajaya, H. & Setiawan, I. (2021) Marketing 5.0: Technology for Humanity. Hoboken: John Wiley & Sons.
Li, X. & Wang, Y. (2010) 'Evaluating the Effectiveness of Destination Marketing Organisations' Websites: Evidence from China', International Journal of Tourism Research, 12(5), pp. 536–549. https://doi.org/10.1002/jtr.774.
Mecha, I.P.S., Wiranatha, A.A.P.A.S. & Sudiarta, I.N. (2019) 'Evaluasi Situs Web Pariwisata Wonderful Indonesia Berdasarkan Model ICTRT (Information, Communication, Transaction, Relationship, and Technical-Merit)', Jurnal Master Pariwisata (JUMPA), 5(2), pp. 241–258. https://doi.org/10.24843/JUMPA.2018.v05.i02.p02.
Muhtahsin, D. A., & Irfan, R. (2024). Revitalizing Widosari Tourism Village: Enhancing User Experience and Service Delivery through Website Interface Redesign. ELINVO.
Nugraha, D.N.S., Putra, R.S., Akbar, M. & El Ouardi, H. (2021). Digital Marketing Communication in the Covid-19 Outbreak. Psychology and Education Journal, 58(1), pp. 6367–6372. https://doi.org/10.17762/pae.v58i1.3794.
Paraskevas, A. (2020) 'Cybersecurity in Travel and Tourism: A Research Agenda', Journal of Hospitality and Tourism Technology, 11(3), pp. 393–407. https://doi.org/10.1108/JHTT-06-2019-0103.
Pradana, M. (2015) 'Klasifikasi Jenis-Jenis Bisnis E-Commerce di Indonesia', Neo-Bis, 9(2), pp. 32–40. https://doi.org/10.21107/nbs.v9i2.1271.
Pranoto, P., Listyorini, H., & Mistriani, N. (2022). Using Authenticity Event as a Factor that Affects Event Attendance in Improving Branjang Tourism Village Promotion. Journal of World Science, 1(11), pp. 957–966.
Prayudha, F.U., Effendi, M.I. & Sutiono, H. (2024) 'Analisis Penerapan Owned Media pada PT. Jogja Eco Wisata', Indonesian Journal of Economic and Social Science, 2(1), pp. 1–10. DOI: https://doi.org/10.30989/ijess.v2i1.1298.
Sanjiwani, N.M.G., Suartawan, I.W. & Bria, B.B. (2023) 'Evaluasi Efektivitas Media Komunikasi Pemasaran dengan Model ICTRT for Mobile: Studi Kasus Marketplace Godevi', Jurnal Kepariwisataan, 22(1), pp. 23–36. https://doi.org/10.52352/jpar.v22i1.951.
Similarweb. (2026). Klook.com traffic analytics, ranking & audience (May 2026). Diakses pada 20 Juni 2026, from https://www.similarweb.com/.
Suandi, F. & Winarno, W.W. (2017) 'Pengembangan Model Evaluasi Situs Web Destination Marketing Organizationdari Perspektif Efektivitas dan Desain Antarmuka Perangkat Seluler', Jurnal Ilmiah Ilmu Komputer, 3(1), pp. 28–37. https://doi.org/10.35329/jiik.v3i1.64.
Warmayana, I.G.A.K. (2018) 'Pemanfaatan Digital Marketing dalam Promosi Pariwisata pada Era Industri 4.0', Pariwisata Budaya: Jurnal Ilmiah Agama dan Budaya, 3(2), pp. 81–92. https://doi.org/10.25078/pba.v3i2.649.
Xiang, Z., Fesenmaier, D.R. & Buhalis, D. (2021) 'Smart tourism and digital transformation: A framework for tourism destination management', Tourism Management.
Yayli, A. & Bayram, M. (2010) 'Web-based destination marketing: Do official city culture and tourism websites in Turkey consider international guidelines?', Tourism: An International Interdisciplinary Journal, 58(1), pp. 51–60. Available at: https://hrcak.srce.hr/56109.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal IPTA (Industri Perjalanan Wisata)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Licensed under a 