eprintid: 140255 rev_number: 74 eprint_status: archive userid: 218517 dir: disk0/00/14/02/55 datestamp: 2025-11-14 08:03:39 lastmod: 2025-11-14 08:03:39 status_changed: 2025-11-14 08:03:39 type: thesis metadata_visibility: show creators_name: Kemas Muhammad Fariz Al Khindi, - creators_name: Heny Hendrayati, - creators_name: Arief Budiman, - creators_nim: NIM2100782 creators_nim: NIDN0011107605 creators_nim: NIDN0004108405 creators_id: kemasfariz@upi.edu creators_id: henyhendrayati@upi.edu creators_id: arief.budiman@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Heny Hendrayati, - contributors_name: Arief Budiman, - contributors_nidn: NIDN0011107605 contributors_nidn: NIDN0004108405 contributors_id: henyhendrayati@upi.edu contributors_id: arief.budiman@upi.edu title: 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 ispublished: pub subjects: GV subjects: HD28 subjects: HN divisions: Man full_text_status: restricted keywords: Konten Media Sosial, E-WOM, Minat Berkunjung. Social Media Content, E-WOM, Visit Intention. note: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Heny Hendrayati: 5994544 Arief Budiman: 5992927 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. date: 2025-08-27 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI61201#Manajemen_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: 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. document_url: http://repository.upi.edu/140255/8/S_PEM_2100782_Title.pdf document_url: http://repository.upi.edu/140255/2/S_PEM_2100782_Chapter1.pdf document_url: http://repository.upi.edu/140255/3/S_PEM_2100782_Chapter2.pdf document_url: http://repository.upi.edu/140255/4/S_PEM_2100782_Chapter3.pdf document_url: http://repository.upi.edu/140255/5/S_PEM_2100782_Chapter4.pdf document_url: http://repository.upi.edu/140255/6/S_PEM_2100782_Chapter5.pdf document_url: http://repository.upi.edu/140255/7/S_PEM_2100782_Appendix.pdf