Pengaruh E-Wom Terhadap Keputusan Berkunjung Ke Tempat Wisata Di Kota Bandung

Abstract

AbstrakBerwisata sudah menjadi bagian dari kebutuhan sebagian masyarakat di Indonesia. Seiring dengan meningkatnya minat masyarakat Indonesia berwisata, maka industri parawisata pun mengalami perubahan pesat. Berbagai peluang usaha di bidang jasa pariwisata pun mulai merambah, seperti pemesanan tiket, akomodasi, hingga alternatif pilihan perjalanan seperti buku, blog, sosial media, layanan jasa informasi, hingga pengalaman yang didapat dari orang lain. Hal ini dilakukan agar penggemar kegiatan wisata mempunyai banyak pilihan berwisata sekaligus mengukur jumlah bujet yang harus dikeluarkan nantinya. Fenomena kesenangan masyarakat Indonesia yang senang membagi pengalaman, perasaan, dan lain sebagainya menjadikan media sosial seperti facebook, path, instagram dan lain-lain sangat populer di Indonesia. Kegiatan ini dinamakan e-WOM. Tujuan dari penelitian ini adalah ingin mengetahui apakah e-WOM pada media sosial dapat mempengaruhi keputusan berkunjung calon wisatawan khususnya ke Kota Bandung. Metode pengumpulan data pada penelitian ini menggunakan kuesioner yang disebarkan kepada 220 responden, yang kemudian diolah dengan menggunakan Analisis Jalur. Variabel yang diuji adalah Intensity (X1), Valence of Opinion (X2), Content (X3) dan Keputusan berkunjung (Y).Hasil dari penelitian ini adalah Intensity, Valence of Opinion, dan Content mampu mempengaruhi calon wisatawan untuk menentukan tempat tujuan wisata yang akan dia kunjungi di Kota Bandung baik secara parsial maupun simultan.Kata kunci: e-WOM, Keputusan berkunjung, Analisis Jalur, Wisata Abstract Travelling has become part of needs of some people in Indonesia. Along with the increasing interest of Indonesian people to travel, the tourism industry in Indonesia has also experienced rapid change. Business opportunities in tourism services was start to flourish, such as booking tickets, accommodation, until alternatives to travelling such as books, blogs, social media, information services, until the travelling experiences that were gained from others. This was offered to provide travel options for potential tourists and also to measure the amount of money that must be spent. The phenomenon in which people love to share experiences, feelings, and so makes social media such as Facebook, Path, Instagram and others are very popular in Indonesia. This activity is called as e-WOM. The purpose of this study was to determine whether the e-WOM on social media influence the decision of potential tourists in determining tourism destination. The data collection method of this study was questionnaire that distributed to 220 respondents, which was then processed using Path Analysis. The variables tested were Intensity (X1), Valence of Opinion (X2), Content (X3) and Decision visit (Y). The results of this study were that Intensity, Valence of Opinion, and Content able to influence the determination of tourism destinations in Bandung that will be visited by potential tourists either partially or simultaneously.Keywords: e-WOM, Decision visit, Path Analysis, Travel PendahuluanBerwis...

The Influence Of Green Marketing, Attribute Tourism Products, E-Wom The Visit Decision

“…Majority of residents gather information through the internet including for reference tourist destinations. Several issues on e-wom based on the research of Mustikasari & Widaningsih (2016) were the intensity, content, and valence of opinion. To Sari & Pangestuti (2018) research, shows that e-wom has links with decision stay.…”

Pengaruh Electronic Word Of Mouth Melalui Facebook Fanspage Terhadap Keputusan Berkunjung Di Penguin Waterpark Cikarang

“…Hal tersebut didukung oleh beberapa penelitian yang telah dilakukan sebelumnya, salah satunya adalah penelitian oleh (Mustikasari & Widaningsih, 2016), (Maulidi & Pangestuti, 2019), (Sari et al, 2019) dengan judul Pengaruh e-wom terhadap minat pengunjung dan keputusan berkunjung menyatakan bahwa hubungan masing-masing variabel memiliki hasil signifikan positif.…”

The Effect of Electronic Word of Mouth on Social Media and The Attraction of Bena Traditional Village Tourism on Tourist Visiting Decisions

“…The rapid development of communication media, especially social media, makes it easier for tourists to share positive or negative impressions and stories that have been felt while traveling (Giam & Megawati, 2019). (Mustikasari & Widaningsih, 2016), stated that the World Tourism Organization revealed that around 95% of web users use the internet to collect information related to tourism and 93% visit tourism websites when planning a vacation. According to (Hapsari et al, 2021)that before a tourist travels, they will first seek information about the tourist attraction to be visited one of the sources of information an electronic word of mouth.…”