Factor Analysis of E-Marketing as a Marketing Strategy in Creating Visits in Benan Island Marine Tourism

Tourists interested in visiting a tourist destination enjoy the tourism potential of the region's natural beauty and regional arts and culture. Benan Island Marine Tourism is one of the marine tourism destinations with the advantages of exotic underwater scenery and has the potential for natural, cultural, religious, and culinary. The practice of e-marketing in the tourism sector makes it easier for tourists to find tourist destinations quickly and can reach consumers directly. The purpose of this research is to analyze the factors of e-marketing in creating interest in tourist visits. The sampling technique combined purposive and accidental sampling. The method used is factor analysis. The rotation results show that the variables are reduced to 4 factors: Website, search engine optimization, PPC advertising, affiliate marketing, and strategic partnership. The findings show that the Website was the most influencing factor in creating tourist interest in visiting the marine tourism of Benan Island.