Siti Sarah Jamilatul Fuadah, - (2023) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN CITRA DESTINASI TERHADAP MINAT BERKUNJUNG DI KIARA ARTHA PARK. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Strategi pemasaran electronic word of mouth diyakini menjadi faktor yang dapat mempengaruhi minat berkunjung seseorang. Dengan adanya komunikasi electronic word of mouth yang terjadi di media sosial, menjadi sebuah dorongan dalam melakukan pemilihan destinasi. Sama halnya dengan citra destinasi yang juga merupakan faktor penentu calon wisatawan mengunjungi suatu destinasi wisata. Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (ewom) dan citra destinasi terhadap minat berkunjung di Kiara Artha Park. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 200 responden dengan teknik convenience sampling pada pengunjung di Kiara Artha Park. Metode penelitian yang digunakan pada penelitian ini adalah metode kuantitatif dengan menggunakan teknik analisis data deskriptif dan verifikatif dengan teknik Structural Equation Modeling (SEM) dan Partial Least Square (PLS). Analisis data dilakukan dengan menggunakan program SmartPLS versi 3.0. Hasil pada penelitian ini yaitu: 1) electronic word of mouth, citra destinasi dan minat berkunjung dinilai baik; 2) electronic word of mouth berpengaruh signifikan terhadap minat berkunjung; 3) citra destinasi berpengaruh signifikan terhadap minat berkunjung; dan 4) electronic word of mouth berpengaruh signifikan terhadap citra destinasi. Adapun implikasi dari penelitian ini yaitu Kiara Artha Park harus terus meningkatkan strategi pemasaran melalui electronic word of mouth untuk menciptakan citra destinasi yang positif, sehingga dapat meningkatkan minat wisatawan untuk berkunjung. Electronic word of mouth marketing strategy is believed to be a factor that can influence someone's visiting interest. With the existence of ewom communication that occurs on social media, it becomes an impetus in selecting destinations. Similarly, the destination image is also a determining factor for potential tourists to visit a tourist destination. This study aims to analyze the effect of electronic word of mouth and destination image toward visit intention at Kiara Artha Park. Data collection was carried out by distributing questionnaires to 200 respondents using a convenience sampling technique to visitors who had visited at Kiara Artha Park. The research method used in this study is a quantitative method using descriptive and verification data analysis techniques with Structural Equation Modeling (SEM) and Partial Least Square (PLS) techniques. Data analysis was performed using SmartPLS version 3.0. The results of this study were: 1) electronic word of mouth, destination image and visit intention were considered good; 2) electronic word of mouth has a significant effect on visit intention; 3) destination image has a significant effect on visit intention;and 4) electronic word of mouth have a significant effect on destination image. The implication of this research is that Kiara Artha Park must continue to improve marketing strategies through ewom to create a positive destination image, so as to increase tourist interest in visiting.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar: https://scholar.google.com/citations?user=LnEhdq4AAAAJ&hl=en ID SINTA Dosen Pembimbing: Ahmad Hudaiby Galihkusumah: 5989818 |
| Uncontrolled Keywords: | Citra Destinasi, Electronic Word of Mouth, Kiara Artha Park, Minat Berkunjung. Destination Image, Electronic Word of Mouth, Kiara Artha Park, Visit Intention. |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Siti Sarah Jamilatul Fuadah |
| Date Deposited: | 24 Aug 2023 03:34 |
| Last Modified: | 24 Aug 2023 03:34 |
| URI: | http://repository.upi.edu/id/eprint/97554 |
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