PERAN KOMUNIKASI E-WORD OF MOUTH TERHADAP  VISIT INTENTION OBJEK WISATA

Mokhamad Favian Rizki Pratama; Erna Andajani; Siti Rahayu

doi:10.34202/imanensi.6.2.2021.117-124

Mokhamad Favian Rizki Pratama Universitas Surabaya
Erna Andajani Universitas Surabaya
Siti Rahayu Universitas Surabaya

DOI: https://doi.org/10.34202/imanensi.6.2.2021.117-124

Keywords: Attitude toward city; City image; Instagram; Pariwisata; Visit intention.

Abstract

Penelitian ini bertujuan mengetahui peran e-WOM (Instagram) terhadap Visit Intention obyek wisata di Surabaya yang dipengaruhi oleh attitude toward behavior dan destionation image. Metode penelitian menggunakan SEM (Structural Equation Modeling) dengan jumlah sampel sebanyak 150 responden yang aktif menggunakan Instagram. Penelitian ini menunjukkan e-WOM melalui Instagram berperan penting terhadap visit intention objek wisata karena menimbulkan persepsi yang sangat baik bagi wisatawan lainnya dan membentuk image Surabaya adalah destinasi wisata yang menyenangkan. Kondisi ini menimbulkan persepsi positif bagi wisatawan lainnya mengenai Surabaya.

Abstract

This study aims to determine the role of e-WOM (Instagram) on the visit intention of tourism objects in Surabaya which is influenced by attitude toward behavior & destination image. The research method uses SEM (Structural Equation Modeling) with a sample of 150 respondents who actively use Instagram. This study shows that e-WOM through Instagram plays an important role in the visit intention of tourist objects because it creates a very good perception for other tourists and forms the image of Surabaya as a pleasant tourist destination. This condition creates a positive perception for other tourists about Surabaya.

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