PENGARUH e-WOM TERHADAP VISIT INTENTION OBJEK WISATA DI YOGYAKARTA

  • Sahara Muzdalifah Jurusan Managemen Layanan dan Pariwisata / Universitas Surabaya
  • Siti Rahayu Jurusan Managemen Layanan dan Pariwisata / Universitas Surabaya
  • Erna Andajani Jurusan Managemen Layanan dan Pariwisata / Universitas Surabaya
Abstract Views: 238 times
PDF - FULL TEXT Downloads: 372 times
Keywords: e-WOM, Attitude Toward City, City Image, Intention to Visit

Abstract

Abstrak – Penelitian ini bertujuan menguji pengaruh e-WOM terhadap Visit Intention untuk mengunjungi tempat wisata. Objek yang digunakan dalam penelitian ini adalah Yogyakarta. Penelitian ini menggunakan sampel sebanyak 150 responden. Penelitian ini menggunakan pendekatan kuantitatif melalui pengujian secara statistik. Pengujian dilakukan dengan menggunakan SEM (Structural Equation Modeling) melalui software AMOS versi 21.0 untuk menguji model pengukuran dan struktural. Hasil penelitian ini menunjukkan bahwa eWOM (Instagram) berpengaruh positif terhadap Attitude Toward City, City Image dan Intention to Visit Yogyakarta. Lalu Attitude Toward City juga terbukti berpengaruh positif terhadap City Image dan Intention to Visit Yogyakarta. Dan City Image terbukti berpengaruh positif terhadap Intention to Visit ke Yogyakarta.

Kata kunci: e-WOM, Attitude Toward City, City Image, Intention to Visit

Abstract – This study aimed to examine the effect of e-WOM on Visit Intention to tourist attractions. The object is taken from Yogyakarta. This study used sample of 150 respondents. This research uses quantitative approach through statistical test. The test is done by using SEM (Structural Equation Modeling) through AMOS software version 21.0 to test the measurement and structural model. The results of this study indicate that e-WOM (Instagram) proved to have a positif effect on Attitude Toward City, City Image and Intention to Visit Yogyakarta. Then Attitude Toward City also is proved to hevae a psoitif effect on City Image and Intention to Visit Yogyakarta. Also City Image is proved to have a positif effect on Intention to Visit Yogyakarta.

Key words: e-WOM, Attitude Toward City, City Image, Intention to Visit

Downloads

Download data is not yet available.

References

Ajzen, I, 1991, The Theory of Planed Behaviour, Organizational Behaviour and Human Decision Processes, Vol. 50: 179-211

Armstrong dan Kotler, 2003, Dasar-Dasar Pemasaran, Jilid 1. Edisi kesembilan, Jakarta, PT Indeks Gramedia.

Burkart, A.J dan Medlik, S. 1987, Tourism, Past, Present, and Future, London.

Doosti, Shabnam et al., 2016, Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image, International Journal of Tourism City Vol. 2 NO. 2,pp. 137 – 148

Gamal Suswantori, Dasar-Dasar Pariwisata, Yogyakarta, 1997

Ferdinand, Prof Augusty, 2014, Structural Equation Modeling Dalam Penelitian Manajemen Edisi 5, Semarang: AGF Books.

Hosany, S., Ekinci, Y. dan Uysal, M. 2006, Destination Image and Destination Personality : An a\Applycation of Branding Theories to Tourism Places, Business Research, 59, 638-642

Jalivand, M.R. dan Siamei, N., 2012, The Impact of Electronic Word of Mouth on a Tourism Destination Choice, Emerald Internet Research, Vol. 22 No. 5

Kotler, Philip, 2005, Manajemen Pemasaran, Jilid 1 dan 2, PT. Indeks, Jakarta.

R. G. Soekadijo, Anatomi Pariwisata, Gramedia Pustaka Utama, Cetakan Ketiga, Jakarta, 2000

Santoso, Singgih, 2014, Konsep Dasar Aplikasi SEM dengan AMOS 22, PT Elex Media Komputindo, Jakarta.

Winarta, Virginia. 2017, Pengaruh e-WOM TerhadapIntention Wisata di Raja Ampat Papua, Universitas Surabaya
Published
2019-09-01
Issue
Vol. 8 No. 1 (2019): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.