PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI KEMIT FOREST EDUCATION

    Hanum Refi Marisa, - and Oman Sukirman, - and Dally Nur Arif, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI KEMIT FOREST EDUCATION. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (eWOM) melalui media sosial Instagram terhadap keputusan berkunjung wisatawan di destinasi Kemit Forest Education, Cilacap. Penelitian menggunakan pendekatan kuantitatif dengan populasi wisatawan yang pernah berkunjung ke Kemit Forest Education dan mengikuti akun Instagram resmi destinasi Kemit Forest Education. Sampel sebanyak 391 responden dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis secara deskriptif serta verifikatif dengan uji regresi nonparametrik. Hasil penelitian menunjukkan bahwa secara simultan, dimensi eWOM yang terdiri dari intensity, valence of opinion, dan content berpengaruh signifikan terhadap keputusan berkunjung wisatawan. Secara parsial, intensity dan valence of opinion memiliki pengaruh positif dan signifikan, sedangkan content tidak berpengaruh signifikan secara langsung terhadap keputusan berkunjung. Temuan ini menegaskan bahwa frekuensi paparan informasi dan opini positif di media sosial menjadi faktor kunci dalam membentuk keputusan wisatawan, sementara konten lebih berperan dalam membangun minat awal. Nilai koefisien determinasi menunjukkan bahwa eWOM menjelaskan 22% variasi keputusan berkunjung, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian ini. Kata kunci: Intensity, Valence of Opinion, Content, Keputusan Berkunjung, Instagram, Kemit Forest Education. This study aimed to analyze the influence of electronic word of mouth (eWOM) through Instagram social media on tourists' visiting decisions at Kemit Forest Education, Cilacap. The research employed a quantitative approach, with a population consisting of tourists who had visited Kemit Forest Education and followed the official Instagram account of Kemit Forest Education. A sample of 391 respondents was selected using purposive sampling techniques. Data were collected through questionnaires and analyzed descriptively and inferentially using non-parametric regression tests. The results of the study indicated that, simultaneously, the eWOM dimensions intensity, valence of opinion, and content, had a significant effect on tourists' visiting decisions. Partially, intensity and valence of opinion had a positive and significant influence, while content did not have a direct significant effect on visiting decisions. These findings emphasize that the frequency of information exposure and positive opinions on social media are key factors in shaping tourists' decisions, while content plays a greater role in building initial interest. The coefficient of determination value showed that eWOM explained 22% of the variation in visiting decisions, while the remaining variation was influenced by other factors outside the model of this study. Keywords: Intensity, Valence of opinion, Content, Visit decision, Instagram, Kemit Forest Education.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA DOSEN Pembimbing: Oman Sukirman: 5992874 Dally Nur Arif: 6745748
    Uncontrolled Keywords: Intensity, Valence of Opinion, Content, Keputusan Berkunjung, Instagram, Kemit Forest Education. Intensity, Valence of opinion, Content, Visit decision, Instagram, Kemit Forest Education.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Kampus Daerah UPI Sumedang
    Date Deposited: 31 Jul 2025 09:25
    Last Modified: 31 Jul 2025 09:25
    URI: http://repository.upi.edu/id/eprint/135023

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