PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN BERKUNJUNG, KEPUASAN PENGUNJUNG DAN USER GENERATED CONTENT (UGC) DI KIARA ARTHA PARK

Alvira Danti Meirizcha, - (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN BERKUNJUNG, KEPUASAN PENGUNJUNG DAN USER GENERATED CONTENT (UGC) DI KIARA ARTHA PARK. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini dilakukan untuk menganalisis seberapa besar pengaruh electronic word of mouth terhadap keputusan berkunjung, kepuasan pengunjung dan user generated content di Kiara Artha Park. Penelitian ini menggunakan metode deskriptif kuantitatif. Pengumpulan data dilakukan dengan cara menyebarkan kuisioner melibatkan 100 responden. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dengan populasi responden merupakan pengunjung yang mengunggah konten di Instagram dan TikTok dengan tagar #KiaraArthaPark. Teknik analisis data dan pengujian hipotesis yang digunakan pada penelitian ini adalah Structural Equation Mpdeling (SEM). Hasil pada penelitian ini yaitu: 1) electronic word of mouth, keputusan berkunjung, kepuasan pengunjung, dan user generated content dinilai baik; 2) electronic word of mouth berpengaruh signifikan terhadap keputusan berkunjung; 3) kepuasan pengunjung dipengaruhi oleh electronic word of mouth dan keputusan berkunjung secara signifikan; 4) user generated content dipengaruhi oleh electronic word of mouth, keputusan berkunjung dan kepuasan pengunjung secara signifikan. Temuan ini menegaskan peran penting eWOM dalam mempengaruhi keputusan berkunjung, kepuasan, dan promosi konten di media sosial.

This study was conducted to analyze how much influence electronic word of mouth has on visiting decisions, visitor satisfaction and user generated content at Kiara Artha Park. This study uses a quantitative descriptive method. Data collection was carried out by distributing questionnaires involving 100 respondents. The sampling technique used was nonprobability sampling with the respondent population being visitors who uploaded content on Instagram and TikTok with the hashtag #KiaraArthaPark. The data analysis and hypothesis testing techniques used in this study were Structural Equation Modeling (SEM). The results of this study are: 1) electronic word of mouth, visiting decisions, visitor satisfaction, and user generated content are considered good; 2) electronic word of mouth has a significant effect on visiting decisions; 3) visitor satisfaction is significantly influenced by electronic word of mouth and visiting decisions; 4) user generated content is significantly influenced by electronic word of mouth, visiting decisions and visitor satisfaction. These findings confirm the important role of eWOM in influencing visiting decisions, satisfaction, and content promotion on social media.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=id ID SINTA Dosen Pembimbing: Rosita: 5997470 Erry Sukriah: 6721572
Uncontrolled Keywords:	Electronic Word of Mouth (eWOM), Keputusan Berkunjung, Kepuasan Pengunjung, User Generated Content (UGC), Kiara Artha Park Electronic Word of Mouth (eWOM), Visit Decisions, Visitor Satisfaction, User Generated Content (UGC), Kiara Artha Park
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	ALVIRA DANTI MEIRIZCHA
Date Deposited:	30 Sep 2024 04:16
Last Modified:	30 Sep 2024 04:16
URI:	http://repository.upi.edu/id/eprint/125550

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