%I Universitas Pendidikan Indonesia
%L repoupi135023
%A - Hanum Refi Marisa
%A - Oman Sukirman
%A - Dally Nur Arif
%O ID SINTA DOSEN Pembimbing:
Oman Sukirman: 5992874
Dally Nur Arif: 6745748
%K Intensity,  Valence  of  Opinion,  Content,  Keputusan  Berkunjung, Instagram, Kemit Forest Education. 
Intensity, Valence of opinion, Content, Visit decision, Instagram, Kemit Forest Education.
%D 2025
%X Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (eWOM) melalui media sosial Instagram terhadap keputusan berkunjung wisatawan di destinasi Kemit Forest Education, Cilacap. Penelitian menggunakan pendekatan kuantitatif dengan populasi wisatawan yang pernah berkunjung ke Kemit Forest Education dan mengikuti akun Instagram resmi destinasi Kemit Forest Education. Sampel sebanyak 391 responden dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis secara deskriptif serta verifikatif dengan uji regresi nonparametrik. Hasil penelitian menunjukkan bahwa secara simultan, dimensi eWOM yang terdiri dari intensity, valence of opinion, dan content berpengaruh signifikan terhadap keputusan berkunjung wisatawan. Secara parsial, intensity dan valence of opinion memiliki pengaruh positif dan signifikan, sedangkan content tidak berpengaruh signifikan secara langsung terhadap keputusan berkunjung. Temuan ini menegaskan bahwa frekuensi paparan informasi dan opini positif di media sosial menjadi faktor kunci dalam membentuk keputusan wisatawan, sementara konten lebih berperan dalam membangun minat awal. Nilai koefisien determinasi menunjukkan bahwa eWOM menjelaskan 22% variasi keputusan berkunjung, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian ini.

Kata  kunci: Intensity,  Valence  of  Opinion,  Content,  Keputusan  Berkunjung, Instagram, Kemit Forest Education. 

This study aimed to analyze the influence of electronic word of mouth (eWOM) through Instagram social media on tourists' visiting decisions at Kemit Forest Education, Cilacap. The research employed a quantitative approach, with a population consisting of tourists who had visited Kemit Forest Education and followed the official Instagram account of Kemit Forest Education. A sample of
391 respondents was selected using purposive sampling techniques. Data were collected through questionnaires and analyzed descriptively and inferentially using non-parametric regression tests. The results of the study indicated that, simultaneously, the eWOM dimensions intensity, valence of opinion, and content, had  a  significant  effect  on  tourists' visiting  decisions.  Partially,  intensity  and valence of opinion had a positive and significant influence, while content did not have a direct significant effect on visiting decisions. These findings emphasize that the frequency of information exposure and positive opinions on social media are key factors in shaping tourists' decisions, while content plays a greater role in building initial interest. The coefficient of determination value showed that eWOM explained 22% of the variation in visiting decisions, while the remaining variation was influenced by other factors outside the model of this study.

Keywords: Intensity, Valence of opinion, Content, Visit decision, Instagram, Kemit Forest Education.
%T PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI KEMIT FOREST EDUCATION