ROIHAH, SITI ROIFATUL and Winangsih, Rahmi and Septa, Ronny Yudhi (2019) PENGARUH ELECTRONIC WORD OF MOUTH COMMUNICATION MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN WISATAWAN DOMESTIK MENGUNJUNGI PULAU PEUCANG DI KABUPATEN PANDEGLANG. Lainnya thesis, Universitas Sultan Ageng Tirtayasa.
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PENGARUH ELECTRONIC WORD OF MOUTH COMMUNICATION MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN WISATAWAN DOMESTIK MENG~1.pdf Download (1MB) | Preview |
Abstract
Siti Roifatul Roihah. NIM. 6662111854. Skripsi. Pengaruh Electronic Word of Mouth (e-WOM) Melalui Media Sosial Instragram terhadap Keputusan Wisatawan Domestik Mengunjungi Pulau Peucang di Kabupaten Pandeglang. Pembimbing I : Dr. Rahmi Winangsih, M.Si dan Pembimbing II : Ronny Yudhi, SP., M.Si. Dewasa ini wisata telah menjadi bagian dari kebutuhan hidup. Informasi mengenai suatu objek wisata dapat diperoleh melalui berbagai cara salah satunya dari pengalaman individu lain melalui electronic word of mouth (e-WOM) melalui Media Sosial Instagram. Oleh sebab itu, tujuan pada penelitian ini adalah untuk menganalisis pengaruh word of mouth intensity, positive valence word of mouth, dan word of mouth content secara parsial dan simultan terhadap keputusan wisatawan domestik mengunjungi objek wisata Pulau Peucang di Kabupaten Pandeglang. Populasi pada penelitian ini adalah individu yang pernah melakukan kunjungan wisatawan di Taman Nasional Ujung Kulon Pulau Peucang Kabupaten Pandeglang. Peneliti menggunakan metode sampel non probabilitas dengan teknik purposive sampling, dan sampel yang digunakan sebanyak 120 orang. Sedangkan, pengujian hipotesis menggunakan analisis regresi berganda. Hasil analisis data menunjukkan bahwa: 1) word of mouth intensity memiliki pengaruh positif dan signifikan terhadap keputusan wisatawan domestik mengunjungi Pulau Peucang di Kabupaten Pandeglang; 2) Positive valence word of mouth melalui media sosial instragram memiliki pengaruh positif dan signifikan terhadap keputusan wisatawan domestik mengunjungi Pulau Peucang di Kabupaten Pandeglang; 3) word of mouth content melalui media sosial instagram memiliki pengaruh positif dan signifikan terhadap keputusan wisatawan domestik mengunjungi Pulau Peucang di Kabupaten Pandeglang; 4) Word of mouth intensity, positive valence word of mouth dan word of mouth content melalui sosial media instagram secara simultan memiliki pengaruh positif dan signifikan terhadap keputusan wisatawan domestik mengunjungi Pulau Peucang di Kabupaten Pandeglang. Dengan demikian, keseluruhan hipotesis yang diajukan pada penelitian ini terbukti dan dapat diterima. Kata Kunci : Electronic Word Of Mouth, Word Of Mouth Intensity, Positive Valence Word Of Mouth, Word Of Mouth Content, Instagram, Keputusan Berkunjung.
| Item Type: | Thesis (Lainnya) |
|---|---|
| Additional Information: | Siti Roifatul Roihah. NIM. 6662111854. Thesis. Effect of Electronic Word of Mouth (e-WOM) on Social Media Instragram to Domestic Tourist Decisions Visiting Peucang Island in Pandeglang Regency. Counselor I Dr. Rahmi Winangsih, M.Si, And Supervisor II : Ronny Yudhi, SP., M.Si. Today tourism has become part of the necessities of life. Information about tourism object can be obtained through various ways, one of them from the experience of other tourist through electronic word of mouth (e-WOM) on Social Media Instagram. Therefore, the purpose of this research is to analyze the influence of word of mouth intensity, positive valence word of mouth, and word of mouth content partially and simultaneously to the decision of domestic tourists visiting Peucang Island tourism object in Pandeglang regency. The population in this study were individuals who had made tourist visits at Peucang Island at Ujung Kulon National Park in Pandeglang regency. This research uses non probability sampling method with purposive sampling technique, and the sample used is 120 people. Meanwhile, hypothesis testing using multiple regression analysis. The result of data analysis shows that: 1) Word of mouth intensity has a positive and significant influence on the decision of domestic tourists visiting Peucang Island in Pandeglang District; 2) Word of mouth positive valence through social media instragram has a positive and significant influence on the decision of domestic tourists visiting Peucang Island in Pandeglang Regency; 3) Word of mouth content through social media instagram have a positive and significant influence on the decision of domestic tourists visit Peucang Island in Pandeglang Regency; 4) Word of mouth intensity, positive valence word of mouth and word of mouth content, meaning word of mouth intensity, positive valence word of mouth and word of mouth content through social media instagram simultaneously has a positive and significant influence on the decision of domestic tourists visiting Peucang Island in Pandeglang Regency. Then, the overall hypothesis proposed in this study is proven and acceptable. Keywords : electronic word of mouth, word of mouth intensity, positive valence word of mouth, word of mouth content, instagram, visiting decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
| Depositing User: | Admin Eprints Untirta |
| Date Deposited: | 15 May 2019 03:14 |
| Last Modified: | 15 May 2019 03:14 |
| URI: | http://eprints.untirta.ac.id/id/eprint/1410 |
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