Sendi Maulana Fahreji, - and Dally Nur Arif, - and Gilang Pratama Putra, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN KE KAWASAN WISATA GUNUNG GALUNGGUNG. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth terhadap keputusan berkunjung wisatawan ke kawasan wisata gunung Galunggung. Saat ini seseorang cenderung menggunakan internet dan sosial media untuk berkomunikasi dan bertukar informasi. Hal tersebut menjadi peluang bagi para pelaku industri pariwisata untuk memasarkan produknya secara cepat dan dengan jangkauan yang luas. Akan tetapi pada kenyataannya jumlah kunjungan wisatawan ke kawasan Gunung Galunggung terus menurun dalam beberapa tahun terakhir. Berdasarkan studi awal hanya 3 dari 10 orang Gen-Z yang mengetahui kawasan Galunggung, hasil tersebut menunjukkan bahwa Galunggung belum terlalu dikenal terutama di kalangan Gen-Z. Padahal seseorang memiliki kecenderungan tinggi untuk berkunjung setelah mengetahui dan mendapatkan informasi yang menarik mengenai destinasi tersebut. Metode yang digunakan adalah kuantitatif dengan desain korelasional. Instrumen penelitian menggunakan kuesioner dengan skala likert melalui google form, yang disebarkan kepada 400 responden dengan kriteria wisatawan yang sedang berkunjung atau pernah berkunjung ke Galunggung. Data dianalaisis menggunakan analisis regresi linier berganda dengan program SPSS 25. Hasil penelitian menunjukkan bahwa 4 dari 6 indikator E-WoM, secara parsial berpengaruh signifikan terhadap keputusan berkunjung, yaitu Intensity, Valence of Opinion, Content, dan Source Credibility. Sedangkan Accuracy dan Helping Company secara parsial tidak memiliki pengaruh signifikan. Secara simultan indikator tersebut memiliki pengaruh signifikan terhadap keputusan berkunjung. Secara keseluruhan variabel E-WoM memiliki pengaruh signifikan terhadap keputusan berkunjung wisatawan ke kawasan Galunggung yaitu sebesar 63,6%. Dengan hasil tersebut diharapkan pengelola dapat meningkatkan dan memaksimalkan E-WoM di Galunggung sehingga dapat meningkatkan jumlah kunjungan wisatawan. Kata kunci: Electronic Word of Moth (E-WoM), Keputusan Berkunjung, Gunung Galunggung This study aims to determine the effect of Electronic Word of Mouth on the decision to visit tourists to the Galunggung mountain tourism area. Nowadays, people tend to use the internet and social media to communicate and exchange information. This is an opportunity for tourism industry players to market their products quickly and with a wide range. However, in reality the number of tourist visits to the Galunggung Mountain area has continued to decline in recent years. Based on an initial study of only 3 out of 10 Gen-Z people who know the Galunggung area, these results show that Galunggung is not yet well known, especially among Gen-Z. Whereas someone has a high tendency to visit after knowing and getting interesting information about the destination. The method used is quantitative with a correlational design. The research instrument used a questionnaire with a Likert scale through Google Form, which was distributed to 400 respondents with the criteria of tourists who were visiting or had visited Galunggung. The data were analyzed using multiple linear regression analysis with the SPSS 25 program. The results showed that 4 out of 6 E-WoM indicators partially had a significant effect on visiting decisions, namely Intensity, Valence of Opinion, Content, and Source Credibility. While Accuracy and Helping Company partially have no significant effect. Simultaneously, these indicators have a significant influence on visiting decisions. Overall, the E-WoM variable has a significant influence on the decision to visit tourists to the Galunggung area, which is 63.6%. With these results, it is hoped that the manager can improve and maximize E-WoM in Galunggung so that it can increase the number of tourist visits. Keywords: Electronic Word of Moth (E-WoM), Visiting Decision, Galunggung Mountain
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Item Type: | Thesis (S1) |
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Additional Information: | ID SINTA DOSEN Pembimbing: Dally Nur Arif: 6745748 Gilang Pratama Putra: 6786959 |
Uncontrolled Keywords: | Electronic Word of Moth (E-WoM), Keputusan Berkunjung, Gunung Galunggung Electronic Word of Moth (E-WoM), Visiting Decision, Galunggung Mountain |
Subjects: | L Education > L Education (General) |
Divisions: | UPI Kampus Sumedang > S1 Industri Pariwisata |
Depositing User: | Kampus Daerah UPI Sumedang |
Date Deposited: | 31 Jul 2025 09:02 |
Last Modified: | 31 Jul 2025 09:02 |
URI: | http://repository.upi.edu/id/eprint/135013 |
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