MINAT KUNJUNGAN KEMBALI WISATAWAN DAYA TARIK WISATA YANG DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH

Authors

  • Normalasari Normalasari Universitas Jambi
  • Johannes Johannes Universitas Jambi
  • Syahmardi Yacob Universitas Jambi

DOI:

https://doi.org/10.22437/jmk.v12i01.17918

Abstract

Penelitian ini bertujuan   menganalisis pengaruh daya tarik wisata terhadap minat kunjungan kembali wisatawan baik secara langsung maupun tidak langsung melalui electronic WOM. Populasi   adalah wisatawan yang melakukan kunjungan ke destinasi wisata  di Kecamatan Kuala Jambi Kabupaten Tanjung Jabung Timur, dengan total sampel sebanyal 100 orang. Pendekatan dalam penelitian ini menggunakan pendekatan kuantitatif dengan metode survey dan menggunakan analisis data Partial Least Square (PLS). Untuk kepentingan analisis,   terlebih dahulu dilakukan uji outer model melalui uji validitas dan reliabilitas. Selanjutnya melakukan uji Inner Model melalui uji R-Square (Coefficient of determination), dan F-Square (f2 effect size). Hasil penelitian menunjukkan bahwa daya tarik wisata memiliki pengaruh terhadap minat kunjungan kembali baik secara langsung maupun tidak langsung melalui electronic WOM. Hal ini menjelaskan apabila sebuah objek wisata memiliki daya tarik dengan  keunikannya, membuat respon    wisatawan secara positif dengan membentuk sebuah perilaku word of mouth. Wisatawan  akan    memberikan informasi   pengalamannya terhadap destinasi yang telah dikunjungi, sehingga akan   menimbulkan minat   kunjungan ulang

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Published

2023-03-28

How to Cite

Normalasari, N., Johannes, J., & Yacob, S. . (2023). MINAT KUNJUNGAN KEMBALI WISATAWAN DAYA TARIK WISATA YANG DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH. Jurnal Manajemen Terapan Dan Keuangan, 12(01), 156-169. https://doi.org/10.22437/jmk.v12i01.17918

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