PERAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI KAWASAN JATIGEDE

Ida Rohida, - (2024) PERAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI KAWASAN JATIGEDE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

PERAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI KAWASAN JATIGEDE Ida Rohida ABSTRAK Penelitian ini bertujuan untuk mengkaji dan menganalisis terkait peran electronic word of mouth terhadap keputusan berkunjung wisatawan ke destinasi wisata. Di era digital ini, komunikasi guna memperoleh informasi dapat dilakukan secara daring melalui electronic word of mouth. Komunikasi ini menjadi salah satu faktor penting dalam mempengaruhi keputusan wisatawan untuk berkunjung ke suatu destinasi wisata. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei dan melibatkan 100 responden yang pernah berkunjung ke Kawasan Jatigede. Data yang dikumpulkan melalui penyebaran kuesioner secara daring dan dianalisis menggunakan analisis regresi linear sederhana untuk menguji hubungan antara variabel electronic word of mouth dan keputusan berkunjung. Hasil analisis menunjukkan bahwa electronic word of mouth secara signifikan dan perannya cukup kuat dalam mempengaruhi keputusan berkunjung. Informasi berupa ulasan, rekomendasi melalui platform media sosial terbukti mampu meningkatkan kepercayaan wisatawan dan menarik minat wisatawan untuk berkunjung ke destinasi wisata. Selain itu, kredibilitas dari sumber, banyaknya jumlah ulasan positif dan kelengkapan informasi dapat mempengaruhi keputusan wisatawan untuk berkunjung. Dimensi electronic word of mouth yang berperan, yaitu dimensi concern for other consumers, dimensi helping company, dimensi intensity, dimensi content dan dimensi opinion valance. Dengan demikian, para pemangku kepentingan dalam industri pariwisata perlu memperhatikan strategi pemasaran melalui manajemen pengelolaan ulasan daring guna meningkatkan jumlah kunjungan wisatawan ke destinasi. Kata Kunci: Electronic Word of Mouth (e-WoM), Keputusan Berkunjung, Kawasan Wisata THE ROLE OF ELECTRONIC WORD OF MOUTH ON TOURIST VISITING DECISIONS IN THE JATIGEDE AREA Ida Rohida ABSTRACT This study examines and analyzes the role of electronic word of mouth (e-WoM) on the decision to visit tourists to tourist destinations. In this digital era, communication to obtain information can be done online through electronic word of mouth. This communication is one of the important factors in influencing tourists' decisions to visit a destination. This study used a quantitative method with a survey approach and involved 100 respondents who had visited the Jatigede area. Data collected through distributing questionnaires online were analyzed using simple linear regression analysis to test the relationship between electronic word of mouth variables and visiting decisions. The analysis results show that electronic word of mouth is significant and its role is quite strong in influencing visiting decisions. Information in the form of reviews, and recommendations through social media platforms has proven to be able to increase tourist trust and attract tourists to visit tourist destinations. In addition, the credibility of the source, the number of positive reviews, and the completeness of the information can influence tourists' decisions to visit. The dimensions of electronic word of mouth play a role, namely the dimension of concern for other consumers, the dimension of helping companies, the intensity dimension, the content dimension, and the opinion valance dimension. Thus, stakeholders in the tourism industry need to pay attention to marketing strategies through online review management to increase the number of tourist visits to destinations. Keywords: Electronic Word of Mouth (e-WoM), Visiting Decisions, Tourist Destination

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: Dally Nur Arif 6745748 Oman Sukirman 5992874
Uncontrolled Keywords: Kata Kunci: Electronic Word of Mouth (e-WoM), Keputusan Berkunjung, Kawasan Wisata Keywords: Electronic Word of Mouth (e-WoM), Visiting Decisions, Tourist Destination
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User: Ida Rohida
Date Deposited: 18 Sep 2024 02:34
Last Modified: 18 Sep 2024 02:34
URI: http://repository.upi.edu/id/eprint/122380

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