The Influence Of Push And Pull Factor On Visit Intention To Pantai Indah Mutiara Batam

Abstract

This study is grounded by the growing public interest in Pantai Indah Mutiara (PIM), an emerging tourist destination in Batam that continues to attract visitors despite still being under development. The aim of this study is to analyze the influence of push factor and pull factor on domestic tourists’ visit intention to PIM. A quantitative, associative design approach was employed, drawing on a sample of 150 domestic tourists whose responses were processed through multiple linear regression in SPSS. The results show that push factor and pull factor each have a positive and significant partial effect on visit intention. Simultaneously, both variables contribute 48.7% to visit intention, while the remaining variance is explained by other factors. This study concludes that strengthening both tourists’ internal motivation and the destination’s attractiveness is key to increasing visit intention to PIM.