MINAT KUNJUNGAN KEMBALI WISATAWAN DAYA TARIK WISATA YANG DIMEDIASI OLEH ELECTRONIC WORD OF MOUTH
DOI:
https://doi.org/10.22437/jmk.v12i01.17918Abstract
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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