PENGARUH KONTEN MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BERKUNJUNG KE CIWANGUN INDAH CAMP: Survei Terhadap Generasi Z di Kota Bandung

    Kemas Muhammad Fariz Al Khindi, - and Heny Hendrayati, - and Arief Budiman, - (2025) PENGARUH KONTEN MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BERKUNJUNG KE CIWANGUN INDAH CAMP: Survei Terhadap Generasi Z di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Rendahnya optimalisasi konten media sosial dan electronic word of mouth (E-WOM) menjadi tantangan bagi destinasi wisata seperti Ciwangun Indah Camp dalam menarik minat berkunjung wisatawan, khususnya dari Generasi Z di Kota Bandung. Penelitian ini bertujuan untuk menganalisis pengaruh konten media sosial dan E-WOM terhadap minat berkunjung ke Ciwangun Indah Camp. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian berjumlah 108 responden yang merupakan Generasi Z di Kota Bandung yang mengetahui Ciwangun Indah Camp, dengan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan SPSS 26.0. Hasil penelitian menunjukkan bahwa konten media sosial berpengaruh positif dan signifikan terhadap minat berkunjung, demikian pula E-WOM yang juga memiliki pengaruh positif dan signifikan. Secara simultan, kedua variabel tersebut memberikan kontribusi signifikan terhadap peningkatan minat berkunjung, dengan dimensi relevant pada konten media sosial dan dimensi content pada E-WOM menjadi faktor dominan. Temuan ini memperkuat teori pemasaran digital yang menyatakan bahwa pengelolaan konten yang relevan dan ulasan positif dari audiens mampu membangun citra destinasi dan mendorong niat berkunjung wisatawan. The low optimization of social media content and electronic word of mouth (E-WOM) poses a challenge for tourist destinations such as Ciwangun Indah Camp in attracting visitors, particularly from Generation Z in Bandung City. This study aims to analyze the influence of social media content and E-WOM on the intention to visit Ciwangun Indah Camp. The research method employed is quantitative with a descriptive and verificative approach. The study sample consisted of 108 respondents from Generation Z in Bandung City who are aware of Ciwangun Indah Camp, selected using purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS 26.0. The results indicate that social media content has a positive and significant effect on the intention to visit, as does E-WOM, which also shows a positive and significant influence. Simultaneously, both variables contribute significantly to increasing the intention to visit, with the "relevant" dimension of social media content and the "content" dimension of E-WOM being the dominant factors. These findings reinforce digital marketing theory, which states that managing relevant content and positive reviews from the audience can effectively build a destination’s image and encourage tourists’ intention to visit.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Heny Hendrayati: 5994544 Arief Budiman: 5992927
    Uncontrolled Keywords: Konten Media Sosial, E-WOM, Minat Berkunjung. Social Media Content, E-WOM, Visit Intention.
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HN Social history and conditions. Social problems. Social reform
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Kemas Muhammad Fariz Al Khindi
    Date Deposited: 14 Nov 2025 08:03
    Last Modified: 14 Nov 2025 08:03
    URI: http://repository.upi.edu/id/eprint/140255

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