PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BERKUNJUNG KE BANDUNG ZOOLOGICAL GARDEN (BAZOGA)

Annisa Fitria Umara, - (2022) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BERKUNJUNG KE BANDUNG ZOOLOGICAL GARDEN (BAZOGA). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengidentifikasi persepsi pengguna internet terhadap e-WOM dan minat berkunjung ke Bandung Zoological Garden serta menganalisis pengaruh e-WOM terhadap minat berkunjung ke minat berkunjung ke Bandung Zoological Garden. penelitian ini menggunakan teori Goyette (2010) yaitu mencakup Intensity, Valence of Opinion dan Content metode penelitian kuantitatif deskriptif menggunakan skala likert dengan bantuan aplikasi IBM SPSS 25 For Mac menggunakan metode analisis regresi liner sederhana. Responden dalam penelitian ini berjumlah sebanyak 150 responden dengan kriteria pernah melihat ulasan atau unggahan Bandung Zoological Garden. Hasil dari penelitian menunjukkan bahwa terdapat pengaruh e-WOM terhadap minat berkunjung ke atraksi wisata Bandung Zoological Garden dengan hasil pengaruh sebesar 71%, sisanya dipengaruhi oleh variabel lain yang tidak diteliti peneliti. Dimana hasil tanggapan responden terhadap variabel e-WOM dan variabel minat berkunjung berada pada kategori persentase yang tinggi. Dari hasil penelitian tersebut pengelola Bandung Zoological Garden disarankan untuk lebih aktif dalam berinteraksi dengan pengguna internet lainnya guna meningkatkan interaksi agar jauh lebih dikenal oleh masyarakat luas. This study aims to identify the perception of internet users towards e-WOM and interest in visiting Bandung Zoological Garden and analyze the influence of e- WOM on interest in visiting Bandung Zoological Garden. This research uses Goyette's theory (2010) which includes Intensity, Valence of Opinion and Content descriptive quantitative research methods using the likert scale with the help of IBM SPSS 25 For Mac applications using simple liner regression analysis methods. The respondents in this study totaled 150 respondents with the criteria of having seen reviews or uploads of the Bandung Zoological Garden. The results of the study showed that there was an influence of e-WOM on the interest in visiting Bandung zoological garden tourist attractions with an influence of 71%, the rest was influenced by other variables that were not studied by researchers. Where the results of respondents' responses to the e-WOM variable and the visiting interest variable are in the high percentage category. From the results of this study, the manager of Bandung Zoological Garden is advised to be more active in interacting with other internet users in order to increase interaction so that it is much better known by the wider community.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: ID Sinta Dosen Pembimbing: 5993537 SRI MARHANAH 6798290 GHOITSA ROHMAH NURAZIZAH
Uncontrolled Keywords: e-WOM, Visiting Interest, Bandung Zoological Garden
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User: Annisa Fitria Umara
Date Deposited: 28 Mar 2023 02:07
Last Modified: 28 Mar 2023 02:07
URI: http://repository.upi.edu/id/eprint/89295

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