Fauzy, Ahmad (2023) PENGARUH DESTINATION BRANDING DAN VARIASI PRODUK WISATA TERHADAP NIAT BERKUNJUNG KEMBALI MELALUI WORD OF MOUTH SEBAGAI INTERVENING (Studi Pada Pengunjung Pantai Pandan Carita Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of destination branding and variations of tourism products on the intention to return by word of mouth as a mediator. This study used a descriptive quantitative method with a sample of 140 respondents aged 15-40 years. The data collection used is a questionnaire, observation and literature study. The analytical method used is SEM-PLS. In detailed, the research results obtained are destination branding has no significant effect on the intention to return, the variety of tourism products has a significant effect on the intention to return, destination branding has no significant effect on word of mouth, variations in tourism products have a significant effect on word of mouth and word Word of mouth has a significant effect on the intention to revisit. Word of Mouth was unable to mediate the influence of destination branding and variations of tourism products on the intention to return.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Asep, Supriadi S.E., M.M.,M.Si 196909242001121001 Thesis advisor Enok, Nurhayati S.E.,M.M 197207312006042004
Additional Information:	Penelitian ini bertujuan untuk mengetahui pengaruh destination branding dan variasi produk wisata terhadap niat berkunjung kembali dengan word of mouth sebagai mediator. Penelitian ini menggunakan metode kuantitatif deskriptif dengan jumlah sampel 140 responden berusia 15-40 tahun. Pengumpulan data yang digunakan adalah kuesioner, observasi dan studi literatur. Metode analisis yang digunakan adalah SEM-PLS. Secara rinci, hasil penelitian yang didapat adalah destination branding tidak berpengaruh signifikan terhadap niat berkunjung kembali, variasi produk wisata berpengaruh signifikan terhadap niat berkunjung kembali, destination branding tidak berpengaruh signifikan terhadap word of mouth, variasi produk wisata berpengaruh signifikan terhadap word of mouth dan word of mouth berpengaruh signifikan terhadap niat berkunjung kembali. Word of Mouth tidak mampu memediasi pengaruh destination branding dan variasi produk wisata terhadap niat berkunjung kembali.
Uncontrolled Keywords:	destination branding, intention to return, variety of tourism products, word of mouth destination branding, niat berkunjung kembali, variasi produk wisata, word of mouth
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis
Depositing User:	A Fauzy Ahmad Fauzy
Date Deposited:	27 Jul 2023 10:31
Last Modified:	27 Jul 2023 10:31
URI:	http://eprints.untirta.ac.id/id/eprint/27290

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