THE INFLUENCE OF DIGITAL MARKETING, DESTINATION IMAGE AND FACILITIES ON VISITOR SATISFACTION IN AN ISLAMIC BUSINESS PERSPECTIVE

(Study on Visitors to Lanakila Lake Pringsewu Tourism)

Dina Mardiana Astuti¹, Muhammad Iqbal Fasa², Yeni Susanti³

Raden Intan State Islamic University Lampung, Indonesia

dinamardiana0211@gmail.com¹, miqbalfasa@radenintan.ac.id², yenisa.globova22@gamail.com³,

ABSTRACT

This study aims to analyze the influence of Digital Marketing, Destination Image, and Facilities on Visitor Decisions in Lanakila Lake Pringsewu Tourism, in an Islamic business perspective. This study uses a quantitative approach. The population used with a total of 4000 visitors to Lanakila Lake Tourism and with the Slovin formula 98 respondents were selected. Based on the results of the tests that have been carried out, there are findings that can be concluded that Digital marketing has a positive and significant effect on visitor satisfaction, the image of the destination has a positive and significant effect on visitor satisfaction and the variables of facilities have a positive and significant effect on visitor satisfaction. And in the view of Islamic Business, when these three aspects are carried out in an integrated manner with Islamic values, visitors will feel satisfaction not only in physical and emotional terms, but also spiritually which must contain two main principles in Islamic Business, namely amanah (carrying out responsibilities correctly) and 'adl (upholding justice.).

Keywords: Digital Marketing, Destination Image, Facilities, ToVisitor Satisfaction

INTRODUCTION

Indonesia is a country with abundant tourist attractions, and strives to create better tourist attractions in order to attract more. One of the pillars of the Indonesian government that helps increase the country's foreign exchange is tourism. The tourism sector in Indonesia is currently growing rapidly in an effort to increase revenue. Indonesia's tourism industry is growing positively and providing benefits to many people. The tourism sector is well developed and helps many individuals in the public, private, and non-profit sectors. This is because the government and the community around popular tourist destinations view the tourism business as a resource that can be processed as an asset. The following is an overview of the number of tourist visitors in Indonesia per year.

Figure 1.1 Number of Tourist Visitors in Indonesia

Data Source : Indonesian Central Statistics Agency, 2024

 The data shows that the tourism industry in Indonesia is growing, with a significant increase in the number of tourists visiting the country. The growth of the tourism industry is likely due to the Indonesian government's efforts to promote tourism as a major economic driver. This trend is likely to continue, as long as the Indonesian government remains committed to promoting tourism and providing a positive experience for visitors.

 Provinces in Indonesia have the potential to increase tourism in Indonesia, one of which is Lampung Province. Lampung as one of the provinces that has natural and cultural potential that can be developed as a tourist attraction. The growth of Indonesian tourists in Lampung Province has increased significantly from year to year starting in 2020. 2024 will be the most visited year with a total of 19,234,306 tourists, this is a strong benchmark that the tourism potential in Lampung Province can be said to be good and an attraction for tourists. The following is an overview of the number of tourist visitors in Pringsewu per year.

Figure 2. 2 Number of Tourist Trips in Pringsewu Regency

Source: Central Statistics Agency of Pringsewu Regency, 2024

 Based on the picture above, the number of tourists in Pringsewu Regency every year has increased significantly. This is driven by the end of the Covid-19 pandemic and interesting tourist locations to visit. The following is a list of tourist names in Pringsewu Regency:

  Table 1. List of Attractions in Pringsewu Regency

Source: Data processed by the author, 2025

 Based on the data above, it is explained that the total number of tourist visitors in Pringsewu Regency is Lanakila Lake with a total of 4000 visitors in a month that the tour is very suitable to visit. It indicates that Lanakila Lake is still the most popular tourist destination in Pringsewu Regency. Lanakila Lake which is located on Jl. Pamenang, Pangelalaran District, Pringsewu Regency, Lampung is one of the natural tourist destinations that must be visited. With panoramic beauty that combines lake views, surrounded by green hills, Lanakila Lake offers a unique experience for visitors. This location is also known as a suitable place to relax while enjoying the beauty of the sunsefrom thelakeside.

 Pringsewu Regency is one of the districts that is visited by many tourists. Pringsewu Regency is a base of tourist locations because this region offers an interesting mix of diverse natural tourism potentials such as hills and rice fields, growing artificial tourism, and local culinary peculiarities that can be explored. Its relatively good accessibility from the center of Lampung and the scale of the managed area make it easier for researchers to observe the dynamics of ongoing tourism growth, interact with local stakeholders, and collect data. In addition, research in Pringsewu has the potentialto uncover local uniqueness in tourism management as well as provide insights into the economic and social impact of tourism on local communities, making it a relevant case study for tourism development at the district level.

 One of the strong reasons to research Lake Lanakila tourism in Pringsewu Regency is its potential as a unique and relatively new natural tourist attraction, so that research can identify the characteristics of attractions, visitor preferences, and opportunities and challenges for its development in a sustainable manner. As a destination that may not have been widely researched, this study can provide valuable data baseline for local governments, tourism managers, and local communities in planning targeted development, minimizing negative impacts, and maximizing the economic and social benefits of the existence of Lake Lanakila. We can see the Lanakila Lake promotion through the original Instagram, Lanakila has implemented digital marketing.

 Digital marketing is one of the marketing media that is currently in great demand by the public to support various activities carried out. Little by little, they began to abandon the conventional/traditional marketing model and switch to modern marketing, namely digital marketing. Digital marketing communication and transactions can be done at any time in digital marketing. Indonesians have been connected to the internet, where currently the internet plays an important role in determining consumer purchase decisions. The increase in the number of internet and social media users is a huge opportunity for businesses to market their products, because the internet allows for more effective marketing processes, faster responses and more costs. Low costs and fast information dissemination are expected to increase sales so that they can achieve the turnover according to the target.

Digital marketing can also find out the response of consumers to the products offered by looking at the testimonials or comments posted. Good communication can strengthen good relationships with consumers. This will indirectly be a satisfaction for consumers because consumers feel cared for. When consumers are satisfied, consumers will give positive testimonials and then recommend to others (Averina & Widagda, 2021).

 The image of the destination begins with the experience and motivation in tourists in making a visit. The image of Destination is an expression of objective knowledge, the imagination of a person's emotional thoughts about a certain location. Image as a whole of all the ideas of a person's thoughts related to a destination. Destination Image is considered very important in influencing a person's visit. Tourists tend to believe and believe in the decision to visit these tourist attractions that can provide the best and memorable experience. A positive image built by a tourist attraction will leave a good impression on visitors and make them more confident to visit again. Destination imagery generally consists of two elements, namely cognitive image or rational assessment results and affective image or emotional assessment. Both are often used as measurement materials in various studies that discuss destination imagery (Dasangga & Ratnasari, 2022).

 The presence of complete facilities can increase visitor satisfaction and also increase service sales. Service quality is one of the variables that plays a role in the success of the company. Good service exceeds the expectations of visitors and vice versa. Poor service creates the notion that the services obtained do not meet the expectations of visitors. Visitors will come back and make repeated visits, and they will promote the services offered by the service provider to their closest contacts, showing that the visitors are happy with the service they get. Visitor satisfaction is related to visitors' perception of facilities and service quality. When visitors see that the facilities and quality of services do not meet their expectations, they ignore their goals and reconsider purchasing the service (Sugiarto & Utari, 2024).

Visitor satisfaction is a state of travelers who feel happy or disappointed about the comparison between what they expect from a tourist attraction and what they experience when they arrive. The better a tourist attraction, the more satisfied the visitors are and the more known by others, visitor satisfaction can be obtained by providing a positive experience to the previous experience. Visitor satisfaction can be achieved by paying attention to accessibility and facility factors, good accessibility has more possibilities to make tourists satisfied and increase their arrival. Similarly, good tourist facilities can help run tourist attractions to meet all tourist needs (Bayu Permadi et al., 2024).

THEORITICAL

Theory of Planned Behavior (TPB)

The Theory of Planned Behavior (TPB) is a psychological framework developed by Icek Ajzen, which describes how an individual's beliefs affect their behavior. TPB states that a person's intention to perform a behavior is the main predictor of the behavior itself (Nenobahan et al., 2024). This intention, in turn, is influenced by three main components: attitudes toward behavior, subjective norms, and perceived control of behavior. The stronger a person's intentions, which are supported by positive attitudes, social support, and belief in one's own abilities, the more likely it is that the behavior will manifest.

In the context of the research "The Influence of Digital Marketing, Destination Image, and Facilities on Visitor Satisfaction in an Islamic Business Perspective", TPB can be a theoretical framework to understand how visitors' intention to come and ultimately feel satisfied is influenced by these variables. For example, Digital Marketing can shape visitors' positive attitudes towards destinations, as well as influence subjective norms by showing trends or recommendations from influencers. A good destination image will create a positive attitude and increase the intention to visit, while adequate and sharia-compliant facilities can increase the control of the behavior felt by visitors, assuring them that the visit will run smoothly and in accordance with Islamic values. The Islamic Business Perspective itself will strengthen norms and influence attitudes. Thus, the TPB helps explain the causal pathway from visitor perception to their decision and satisfaction in the context of Islamic tourism.

Digital Marketing

Digital marketing is a form of business for companies in marketing their products and services into digital technology online to get a global and specific market. Exist several dimensions that play a role in digital marketing communication, namely: (1) SEO marketing is the most subtle way to promote a company's brand or product where the digital agency will manage a website that is built to be preferred by search engines, in this case for example Google; (2) Online public relations is a strategy to build and maintain a global brand in the era of globalization through online media. E-PR (electronic public relations), Cyber PR, Online PR, or PR on the net, is a PR activity that uses the internet as a communication medium; (3) Content video marketing refers to the creation and distribution of unique content, whether written, image or in video form, the content makes fans, followers and potential customers interested and engaged; (4) Display advertising is commercial and non-personal communication about an organization and its products that are transacted to a target audience through mass media. (5) Email marketing is promotional material intended for a large group of internet users, to promote a product or service that includes product or company branding, to the recipient of email marketing; (6) Social media marketing is a digital marketing tool that can reach all groups, at a relatively affordable cost or at no cost at all and is used to create a community, build relationships, and exchange information with fellow social media users for an unlimited period of time (Ayu, 2021).

Destination Image

Destination image is a person's overall perception of a destination because destination image is a key aspect and behavior of tourists. Destination imagery is key to successful destination development and helps maintain the competitive advantage of a destination.

Destination image is the result of perception felt by tourists after visiting a location tourism.'Destination image There are several factors that can be used as indicators of destination image, namely (1) Travel Environment or travel environment, namely the state of the environment in and around tourist attractions. (2) Natural Attractions or natural attractions are the state of natural tourism or the beauty of the scenery in tourist attractions. (3) Entertainment And Events or entertainment and events are various events and entertainment provided at the location of tourist attractions. (4) Historic Attractions or historical/cultural attractions, which are aspects of local culture that are characteristic of tourist attractions. (5) Travel Infrastructure or Infrastructure, which is supporting facilities in and around tourist attractions. (6) Accessibility, which is the ease of access to reach the location of tourist attractions. (7) Relaxation or Relaxation, which is a condition or situation in which tourist attractions can petrify their visitors to calm down. (8) Outdoor Activities, which are activities that can be carried out by visitors in the outdoors in and around tourist attractions. (9) Price And Value or Price and value, which is all costs incurred by visitors/tourists while staying at the tourist attraction. Destination image is a person's view of the image in a destination that includes the perception and experience of someone visiting that destination. Destination imagery plays an important role in influencing tourist behavior in making decisions to visit.Luna Sulistio and others, 'The Influence of Social Media, Destination Image and Price Perception on the Decision to Visit in the Fantasy World (DUFAN)', 7 (2024).

Facilities

Facilities Facilities are facilities as well as infrastructure that support the functioning of tourist destinations to satisfy all the needs of visitors, not quickly growing but developing these attractions. Facilities are understood as resources that have a form and must be available before a service can be presented to the target audience. For services that cannot be seen, smelled or touched, the physical aspect is an important indicator of service quality.

The role of facilities in tourism development is very important, especially to attract tourists. Quality and comprehensive services can provide significant added value for tourist destinations. Visitors who are looking for comfort while visiting tourist destinations will feel more comfortable if the facilities they use are designed to be comfortable and pamper the eyes (Sukardi & Afidah, 2024).

Visitor Satisfaction

According to Tze & Wang (2012) in Utama (2016), visitor satisfaction with tourism destinations consists of many interrelated factors. It can be interpreted that if one factor can or can make visitors satisfied, it may not be able to satisfy the visitor. The aspect of the destination consisting of its attractions, amenities, and accessibility may have similarities between destinations, however, for the ansilari aspect in this case the intangible service is very dynamic and tends to demand quality that is increasing over time. Indicators of tourist satisfaction according to Ginting (2014), namely destination cleanliness, destination safety, destination comfort, destination natural beauty, destination officer friendliness, destination uniqueness, destination rates, and destination image (Okaputri, 2023).

C.  METHODOLOGY

This research uses a quantitative approach, as explained by Sugiyono that the quantitative research method is based on the philosophy of positivism. This method is used to study a specific population or sample, by collecting data through research instruments. Data analysis is carried out quantitatively or statistically to test pre-formulated hypotheses. In this study, a quantitative approach was applied through field research involving direct data collection in Lanakila Lake, distribution of questionnaires to respondents, and data analysis conducted to reach conclusions.

The research location is a place that has been chosen to be used as a research location. As for the study, the study chose Lanakila Lake Pringsewu Tourism which is located on Jl. Pemenang, Pengelaran District, Prengsewu Regency, Lampung 35244 with visitors to Lanakila Lake as the subject as the purpose of this research was carried out.

The population used is a total of 4000 visitors to Lanakila Lake Tourism recorded by the manager once a month. At this stage, the researcher focused the sample on visitors who were present at the tourist site.After the calculation with the Slovin formula, it can be determined that the number of samples selected is 97.56 or rounded to 98 respondents. The data in the analysis used Smartpls 4.

D. RESULS AND DISCUSSION

Validity and Reliability Tests

Validity Test

Validity tests are used to determine whether a questionnaire is valid or valid. A questionnaire is considered valid if the questions in it are able to measure what should be revealed according to the purpose of the measurement. In this study, instrument testing was carried out with the help of SmartPLS 4 software (Sanaky, 2021).

The significance test was carried out by comparing the value of r-count with the r-table, where the test was carried out in two directions using a significance level of 0.5 or 5%. The degree of freedom (df) is calculated by the formula n-2, so that for the number of samples n = 98, the r-table value at the significance level of 0.5 (5%) is 0.2084. In addition, in this study, an outer loading value with the > criterion of 0.600 was used. Based on the results of data processing, the validity test of variables can be seen in the following table:

Table 2

Loading Factor

Data Source: Primary data processed SmartPLS 4, 2025

Based on the information presented in the table above, it can be concluded that all items in this table have met the validity criteria. This is evidenced by the outer loading values which are all above the minimum threshold, which is more than 0.6. The following is a visualization of the results of the questionnaire validity test obtained through the SmartPLS 4 software.

Figure 3

Results of the Validity Test of Digital Markating Variables (X1), Destination Image (X2) and Facilities (X3) on Visitor Satisfaction (Y)

Reliability Test

The reliability test aims to evaluate the extent of the consistency of a questionnaire in measuring a variable or construct. In this study, the reliability of the questionnaire was analyzed through the Cronbach's alpha (α) value, where the questionnaire was declared reliable if the Cronbach's alpha value exceeded 0.7. The reliability testing process was carried out using SmartPLS 4 statistical software (Rosita et al., 2021). The results of reliability calculations for the Digital Marketing, Destination Image, Facilities, and Visitor Satisfaction variables are shown in the following table.

Table 3

Cronbach's Alpha and AVE

Source: SmarPLS Primary Data 4, 2025

From the above data, all variables in this study have met the reliability criteria with a Cronbach's Alpha > value of 0.7. However, the two Amenities and Visitor Satisfaction variables showed an AVE value of < of 0.5, indicating that the convergent validity of the two variables still needs to be improved or reviewed.

Data Analysis

Hypothesis Test (T Test)

The t-statistical test is used to evaluate whether each independent variable has an individually significant influence on the dependent variable. The testing process was carried out by comparing the t-calculated value of each independent variable to the t-statistical limit value. If the t-statistic > is 1.96 and the p-value < is 0.05, then it can be concluded that the influence of these variables is significant. Conversely, if the t-value < is 1.96 and the p-value > is 0.05, then the effect is considered insignificant. This test was carried out with the help of SmartPLS4 software (Rahmayana et al., 2021). The results of the t statistical test are shown in the following table.

Table 4

T Test Results

Source: SmarPLS Primary Data 4, 2025

From the above data, the results of t- statistics 2-471 >1.98 and p value 0.014 < 0.05. This shows that Digital Marketing has a positive and significant effect on visitor satisfaction, which means that H1 issupported. Furthermore, it can be seen that t- statistics 2.533 > 1.98 and p value 0.011 < 0.05 illustrate that the image of the destination has a positive and significant effect on visitor satisfaction becauseit means that H2 issupported. As well as nilai t- statistics 5.165 > 1.98 and p value 0.000 <0.05 explain that facilities have a positive and significant effect on satisfaction, it can be concluded that H3 issupported.

Coefficient Determination Test

The coefficient of determination (R²) serves to show how much influence the independent variable (X) has on the dependent variable (Y). This test is important to find out the extent to which the research model is able to explain the variations that occur in the dependent variables. A high R² value indicates that the proportion of changes in the dependent variable can be significantly explained by the independent variable. In contrast, a low R² value indicates that the contribution of independent variables to dependent variables is also low. In this study, the analysis of the value of the determination coefficient was carried out using SmartPLS software version 4 (Sehangunaung et al., 2023). The results of the determination coefficient test are presented as follows.

  Table 5

Determination Coefficient Test Results

Data Source: SmartPLS processed primary data, 2025

From the description of the results of the determination coefficient analysis, an R Square value of 0.504 was obtained for the dependent variable of Visitor Satisfaction. This shows that as much as 50.4% variation in visitor satisfaction can be explained by independent variables used in this research model, namely Digital Marketing, Destination Image, and Facilities. Meanwhile, the R Square Adjusted value of 0.488 is a result that has been adjusted for the number of variables in the model, thus providing a more accurate picture of the model's ability to explain dependent variables. With an R Square value above 0.5, it can be concluded that this model has a fairly good ability to explain the influence of independent variables on visitor satisfaction in the Lanakila Lake Pringsewu tourist destination. This value reflects that more than half of the changes in visitor satisfaction can be predicted through the three main factors studied in this study.

Recapitulation of Hypothesis Test Results

Based on the results of the research that has been explained earlier, a summary or recapitulation of the results of the hypothesis test is carried out as follows.

Table 6

Recapitulation of Hypothesis Test Results

Data Source: Primary data processed SmartPLS 4, 2025

Discussion

The results obtained from the research that has been carried out are known that most of the instruments used to measure the variables of Digital Marketing, Destination Image, and Facilities on Visitor Satisfaction are declared valid and reliable. However, there are some question items that do not meet the criteria for validity or reliability, so they are not used in the further analysis process. However, indicators that pass the test can still be used in future studies with the necessary adjustments. The results that have been obtained from valid and reliable instruments still provide a strong enough basis for further analysis to understand the influence of these variables on visitor satisfaction.

The Influence of Digital Marketing on Visitor Satisfaction

Based on the results of statistical analysis that has been carried out, H1 which states that Digital Marketing has a positive and significant effect on Visitor Satisfaction results in a T-statistical value of 2.471 and a P-value of 0.014. These results state that the relationship between digital marketing and visitor satisfaction is significant, as the T-value of the statistics exceeds the minimum limit of > 1.96 and the P-value is below the significance level of 0.05. The results of this study are supported by Siti Masruroh et al, in their research entitled "The Influence of Digital Marketing, Product Quality and Service Quality on Visitor Satisfaction". This study shows that digital marketing has a positive and significant effect on visitor satisfaction.

The results of the study confirm that an effective digital marketing strategy can increase positive perceptions of consumers or visitors, strengthen loyalty, and form a more satisfying experience. In the context of tourism, the optimal implementation of digital marketing, such as promotion through social media, the provision of attractive digital information, and responsive online interaction, can be an important means of building positive relationships between tourist destinations and their visitors (Masruroh et al., 2023).Thus, it can be concluded that in the context of this study, digital marketing has a significant influence on the level of visitor satisfaction in the Lanakila Lake Pringsewu tourist destination. This confirms that the digital marketing strategy carried out is quite successful in reaching and attracting the attention of visitors, both through social media, online promotions, and other digital information that is able to increase their positive perception and experience during the visit.

In the context of the Lanakila Lake Pringsewu tourist destination, the Theory of Planned Behavior (TPB) has strong relevance and is in line with the role of Digital Marketing in influencing Visitor Satisfaction. TPB explains that an individual's behavioral intention is influenced by three main factors: attitudes toward behavior, subjective norms, and perceived behavioral control. Digital marketing, with its broad reach and ability to target specific audiences and effectively shape visitors' positive attitudes towards Lanakila Lake through engaging visual content, positive reviews, and transparent information.

In addition, digital campaigns can reinforce subjective norms by displaying the popularity of the destination on social media and endorsements from influencers, creating the perception that visiting Lanakila Lake is prevalent and recommended. Finally, digital marketing also contributes to perceived behavioral control by providing detailed information regarding accessibility, facilities, and ease of booking or purchasing tickets online. When this behavioral intention is supported by a real experience that meets the expectations built through digital marketing, this will lead to a positive and significant increase in Visitor Satisfaction towards the Lanakila Lake Pringsewu destination.

The Influence of Destination Image on Visitor Satisfaction

The results of the analysis stated that the Destination Image variable had a positive and significant effect on Visitor Satisfaction. This is evidenced by a T-statistical value of 2.533, which is greater than 1.96, and a P-value of 0.011, which is smaller than the significance level of 0.05. Thus, the second hypothesis (H2) is supported. This result is strengthened by the research of Rieke Sri Rizki Asti Karini and Anisa Septiani Eka Putri in their research entitled "The Influence of Tourist Attraction and Tourist Destination Image on Visitor Satisfaction on Jalan Braga (EFFECT)". Based on the results of the verifiable analysis in the study, it is known that the Image of Tourist Destinations (X2) has a significant influence on Visitor Satisfaction. A positive perception of a destination's image can enhance the travel experience and form higher satisfaction for visitors. This research underscores the importance of building a strong destination image through various elements such as the uniqueness of tourist attractions, service quality, environmental cleanliness, and the friendliness of the local community (Sri et al., 2023).

The better the image of a tourist destination, the greater the level of satisfaction felt by visitors. Theoretically, this is in line with the view that a positive image of a destination can shape favorable perceptions, increase expectations, and provide an experience that matches visitors' expectations. In addition, a strong and positive image is also a key element in attracting interest and maintaining tourist loyalty to the destination.

In line with Theory of Planned Behavior, a person's intention to behave is influenced by three main factors that is attitude to such behavior, Subjective normsand Ease. When a destination like Lanakila Lake Pringsewu manages to build Positive Destination Image which is reflected in the natural beauty, well-maintained facilities, friendliness of the staff, and A unique experience on offer. This will directly form a Positive attitude visitors to Lanakila Lake. A strong image can also affect Subjective norms, because the more people talk about and recommend Lanakila Lake, the greater the positive social pressure to visit it. In addition, a good image of the destination can improve the convenience of visitors, making them feel that visiting Lanakila Lake is an easy and rewarding option. In the end, these positive attitudes, subjective norms, and conveniences will trigger a strong intention to visit, which when the intention is implemented and visitors get an experience that meets or exceeds the expectations formed from the positive image, it will result in a positive outcome. High visitor satisfaction. Thus, a positive destination image acts as a catalyst within the framework of the SDGs, synergistically increasing the intention and ultimately satisfaction of visitors in Lanakila Lake Pringsewu.

The Influence of Facilities on Visitor Satisfaction

The results of the analysis show that the Facility variable has a positive and significant effect on Visitor Satisfaction. This is evidenced by a statistical T-value of 5.165 which is much greater than 1.96, and a P-value of 0.000 which is much smaller than the significance level of 0.05. Thus, the third hypothesis (H3) is supported. This finding is strengthened by the results of research conducted by Hafizah Febiola and Hijriyantomi Suyuthie in a study entitled "The Influence of Prices and Facilities on Visitor Satisfaction in the Tourist Attraction of Chinangkiak Hill, Solok Regency". Based on the results of the test in the study, it is known that there is a positive and significant influence between facilities and visitor satisfaction (Hafizah Febiola & Hijriyantomi Suyuthie, 2023).

The more complete and quality the facilities available in a tourist destination, the level of visitor satisfaction tends to increase. The existence of facilities such as adequate parking areas, clean toilets, comfortable rest areas, information centers, easy access, and worship facilities, play an important role in supporting comfort and forming a pleasant experience for tourists. When the basic needs of visitors are met through good facilities, they will feel appreciated and tend to be more satisfied with their tourist experience.

Thisresult is in line withthe Theory of Planned Behavior (TPB), when the facilities at Lanakila Lake Pringsewu are complete, clean, maintained, and easy to use, this directly improves the behavioral control felt by visitors. Visitors feel more confident and able to enjoy their experience to the fullest with adequate facilities. The condition of these excellent facilities also forms a positive attitude of visitors towards the destination, as their experience becomes more comfortable and enjoyable. In addition, if the majority of other visitors or people around them (subjective norms) also provide positive feedback about the facility, this further strengthens the intention to visit and enjoy. Strong intentions, supported by positive perceptions of the facility, will ultimately drive real behavior in the form of visits and utilization of the facility, which directly correlates with an increase in overall visitor satisfaction. Thus, superior facilities play a crucial role in forming the components of TPB which in turn results in high visitor satisfaction at Lanakila Lake Pringsewu.

Digital Marketing in an Islamic Business Perspective

From an Islamic business perspective, digital marketing must always be based on sharia principles that emphasize honesty, transparency, fairness, and avoid practices that contain elements of gharar (ambiguity), maysir (gambling), and usury. The use of digital technology in marketing must be a means to convey product or service information accurately, not mislead consumers, and not promote prohibited goods or services. As Allah SWT says in the Qur'an Surah An-Nisa verse 29, which reads:

It's a matter of fact that it's a matter of time that's going to be a'l-a-'a', 'a'l-

Meaning: "O you who believe! Do not eat each other's property in a wrong way, except in trade that takes place on the basis of mutual consent between you. And do not kill yourselves. Indeed, Allah is Merciful to you."That is why

This verse clearly shows the importance of transactions based on willingness and there is no element of falsehood, including in digital marketing practices. Therefore, every digital marketing strategy in Islam must ensure that the content presented is honest, advertising is not excessive and deceptive, and does not exploit the weaknesses of consumers, so as to create a fair and blessed business ecosystem.

Digital Marketing must comply with sharia principles which include:

Shiddiq

The aspect of honesty (shiddiq) in Lanakila Lake's digital marketing means all promotional content, be it text, images, or videos that reflect the real and actual conditions of the tourist attraction. Managers prioritize the use of natural, unedited photos or videos, excessive filters, or manipulative shooting angles that create expectations that do not match reality when visitors arrive at the location. For example, if the toilet facility is under repair or there is an area that has not been fully built, the information is conveyed honestly. The management provides accurate information about ticket prices, operating hours, available facilities (e.g., prayer rooms, dining areas, parking areas), and road conditions to the location will build credibility and minimize visitor disappointment. This honesty also applies in testimonials or reviews; Not create fake reviews or remove negative reviews without any improvement attempts.

Tabligh

Information disclosure (tabligh) on Lanakila Lake tourism to provide all relevant information in a complete and easily accessible manner through their digital platform. This includes accurate location details on Google Maps, travel routes, a transparent ticket price list with no hidden fees, clear contact information, and details about attractions or activities that can be done. If there is a promo or discount, the terms and conditions are explained very clearly. Openness also means being responsive to visitors' questions and feedback on social media or websites. Comprehensive FAQs (Frequently Asked Questions) on websites or social media are also an effective form of tabligh, answering potential visitors' questions before they arrive.

No element of fraud or manipulation

This is the essence of the two principles above, namely that there is no attempt at fraud or manipulation of information of any kind. The managers of Lanakila Lake avoid exaggerated or unrealistic claims about the beauty or tourist amenities. For example, it does not claim Lanakila Lake as "the most beautiful destination in Pringsewu". Misleading clickbait practices , the use of irrelevant titles or thumbnails, or ads that give false promises, have been avoided entirely. Each promotion is based on real facts and value-added. Thus, visitors will feel respected and not feel cheated, which will ultimately increase satisfaction and encourage them to return or recommend Lanakila Lake to others.

E.CONCLUSION

 Based on the results of the analysisthat has been carried out, conclusions can be drawn as follows:

Digital marketing has a positive and significant influence on visitor satisfaction. This is because the more optimal and precise the digital marketing strategy used, the greater the potential for visitors to feel interested, informed, and finally satisfied with the intended experience.

The image of the destination has a positive and significant effect, where a positive impression of tourist attractionsboth in terms of beauty, security, and cultural and spiritual valuescan increase the comfort and loyalty of visitors.

Facilities have a positive and significant effect on visitor satisfaction, in the context of this study it is proven that the availability of adequate facilities that are in accordance with the needs of visitors is able to create a satisfying experience. This shows the importance of managing facilities that are oriented to the needs and comfort of visitors.

Digital marketing, destination imagery and facilities have a significant influence on the level of visitor satisfaction in the Lanakila Lake Pringsewu tourist destination.

Tourism management in Lanakila Lake applies digital marketing from an Islamic business perspective, which is based on the principles of honesty (shiddiq), information disclosure (tabligh) and without elements of fraud or manipulation.

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