PENGARUH DAYA TARIK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATA KIARA ARTHA PARK

    Fauzia Salsabilla Zahra, - and Rifqi Asy'ari, - and Dally Nur Arif, - (2025) PENGARUH DAYA TARIK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATA KIARA ARTHA PARK. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Pariwisata merupakan sektor yang berkembang pesat dan memiliki peran strategis dalam perekonomian daerah. Namun, tingkat kunjungan wisatawan seringkali dipengaruhi oleh daya tarik destinasi dan informasi yang diperoleh melalui Electronic Word of Mouth (E-WOM). Permasalahan dalam penelitian ini adalah sejauh mana daya tarik dan E-WOM memengaruhi keputusan berkunjung wisatawan ke Kiara Artha Park. Penelitian ini bertujuan untuk menganalisis pengaruh daya tarik dan E-WOM secara parsial maupun simultan terhadap keputusan berkunjung. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data diperoleh dari jumlah responden yang merupakan pengunjung Kiara Artha Park, dengan teknik purposive sampling. Analisis data menggunakan regresi linear berganda melalui bantuan program SPSS. Hasil penelitian menunjukkan bahwa daya tarik berpengaruh positif dan signifikan terhadap keputusan berkunjung. E-WOM juga berpengaruh positif dan signifikan terhadap keputusan berkunjung. Secara simultan, kedua variabel independen memberikan kontribusi sebesar [persentase, misal 48,9%] terhadap variasi keputusan berkunjung wisatawan. Kesimpulannya, peningkatan kualitas daya tarik, seperti fasilitas, kenyamanan, dan keunikan destinasi, serta pengelolaan E-WOM yang efektif melalui media sosial dan platform ulasan daring, dapat menjadi strategi penting untuk menarik lebih banyak wisatawan ke Kiara Artha Park. Tourism is a rapidly growing sector that plays a strategic role in the regional economy. However, the level of tourist visits is often influenced by the attractiveness of the destination and the information obtained through Electronic Word of Mouth (E-WOM). The problem in this study is to what extent destination attractiveness and E-WOM affect tourists’ visiting decisions to Kiara Artha Park. This study aims to analyze the partial and simultaneous influence of destination attractiveness and E-WOM on visiting decisions. The research method used is quantitative with a survey approach. Data were collected from [number] respondents who were visitors to Kiara Artha Park using purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The results show that destination attractiveness has a positive and significant effect on visiting decisions. E-WOM also has a positive and significant effect on visiting decisions. Simultaneously, both independent variables contribute percentage, e.g., 48.9% to the variation in tourists’ visiting decisions. In conclusion, improving the quality of destination attractiveness, such as facilities, comfort, and uniqueness, as well as managing E-WOM effectively through social media and online review platforms, can be an important strategy to attract more tourists to Kiara Artha Park.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID Sinta Dosen Pembimbing Rifqi Asy'ari: 6781422 Dally Nur Arif : 6745748
    Uncontrolled Keywords: Kata Kunci: Pariwisata, Daya Tarik, Electronic Word of Mouth (E-WOM), Keputusan Berkunjung, Kiara Artha Park. Keywords: Tourism, Attraction, Electronic Word of Mouth (E-WOM), Visiting Decision, Kiara Artha Park.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Fauzia salsabilla Zahra
    Date Deposited: 28 Aug 2025 08:03
    Last Modified: 28 Aug 2025 08:03
    URI: http://repository.upi.edu/id/eprint/136610

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