PENGARUH KEPUASAN WISATAWAN GENERASI Z TERHADAP MINAT BERKUNJUNG KEMBALI MELALUI ELECTRONIC WORD OF MOUTH DI WANAWISATA NAGARA PUNTANG, KABUPATEN BANDUNG

    Syifa Humaira Khairunnisa, - and Erry Sukriah, - (2025) PENGARUH KEPUASAN WISATAWAN GENERASI Z TERHADAP MINAT BERKUNJUNG KEMBALI MELALUI ELECTRONIC WORD OF MOUTH DI WANAWISATA NAGARA PUNTANG, KABUPATEN BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh Kepuasan Wisatawan Generasi Z terhadap Minat Berkunjung Kembali melalui Electronic Word of Mouth (eWOM) di Wanawisata Nagara Puntang, Kabupaten Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis deskriptif dan teknik analisis jalur menggunakan Partial Least Squares Structural Modeling Equation Modeling (PLS-SEM). Pengumpulan data dilakukan melalui metode survei dengan menyebarkan kuesioner kepada 168 responden generasi z yang telah mengunjungi Wanawisata Nagara Puntang. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan kriteria responden berusia 18 – 28 tahun, serta aktif dalam menggunakan media sosial. Hasil penelitian menunjukkan bahwa variabel Kepuasan Wisatawan berpengaruh signifikan terhadap Electronic Word of Mouth (eWOM) dan Minat Berkunjung Kembali. Selain itu, variabel Electronic Word of Mouth (eWOM) juga berpengaruh signifikan terhadap Minat Berkunjung Kembali, serta memediasi hubungan antara Kepuasan Wisatawan dan Minat Berkunjung Kembali secara signifikan. Dengan demikian, dapat disimpulkan bahwa Electronic Word of Mouth (eWOM) memainkan peran penting dalam memperkuat dampak kepuasan terhadap loyalitas kunjungan wisatawan generasi z. Temuan ini memberikan gambaran bahwa strategi peningkatan kualitas layanan dan dorongan keterlibatan digital wisatawan menjadi langkah strategis dalam mempertahankan keberlanjutan kunjungan ke destinasi wisata alam. This study aims to analyze the influence of generation z tourist satisfaction on revisit intention through electronic word of mouth (eWOM) at Wanawisata Nagara Puntang, Bandung Regency. This research employed a quantitative approach with a descriptive method and path analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through a survey method by distributing questionnaires to 168 generation z respondents who had previously visited Wanawisata Nagara Puntang. The sampling technique used was purposive sampling, targeting respondents aged 18 to 28 years and active social media users. The result of the study indicates that the variable of tourist satisfaction significantly influences both electronic word of mouth (eWOM) and revisit intention. Furthermore, electronic word of mouth (eWOM)significantly influences revisit intention and mediates the relationship between tourist satisfaction and revisit intention. Therefore, it can be concluded that electronic word of mouth (eWOM) plays a crucial role in reinforcing the impact of satisfaction on the revisit loyalty of generation z tourists. These findings illustrate that strategies to improve service quality and encourage digital engagement among tourists are essential to sustain the continuity of visits to nature based tourism destinations.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=M9RjW2sAAAAJ ID SINTA Dosen Pembimbing: Erry Sukriah: 6721572
    Uncontrolled Keywords: Kepuasan Wisatawan, Generasi Z, Electronic Word of Mouth (eWOM), Minat Berkunjung Kembali, Wanawisata Nagara Puntang Tourist Satisfaction, Generation Z, Electronic Word of Mouth (eWOM), Revisit Intention, Wanawisata Nagara Puntang.
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
    Depositing User: Syifa Humaira Khairunnisa
    Date Deposited: 18 Sep 2025 02:12
    Last Modified: 18 Sep 2025 02:12
    URI: http://repository.upi.edu/id/eprint/139158

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