Pengaruh electronic word of mouth (ewom) terhadap minat berkunjung dan wom intention wisata kuliner di Jakarta: studi followers TikTok @jktgo

Evania, Dinda Maura (2024) Pengaruh electronic word of mouth (ewom) terhadap minat berkunjung dan wom intention wisata kuliner di Jakarta: studi followers TikTok @jktgo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era digital, electronic word of mouth (eWOM) menjadi katalis penting dalam mempengaruhi keputusan konsumen, khususnya di sektor pariwisata melalui media sosial. Studi ini fokus pada penggunaan eWOM di TikTok, dengan mengambil kasus akun @jktgo yang populer dengan ulasan destinasi wisata kuliner Jakarta. Tujuan penelitian ini adalah untuk mengukur pengaruh eWOM pada konten TikTok @jktgo terhadap minat berkunjung dan WOM Intention ke destinasi wisata kuliner di Jakarta. Metodologi survei yang diterapkan pada 104 followers @jktgo menggunakan teknik convenience sampling, memberikan gambaran mendalam tentang persepsi pengguna. Hasil menunjukkan pengaruh signifikan eWOM terhadap minat berkunjung (R = .382) dan WOM Intention (R = .313), memberikan bukti empiris tentang kekuatan eWOM di platform media sosial. Temuan ini mengonfirmasi teori Elaboration Likelihood Model, dengan kualitas argumen, peripheral cues, dan affecting elaboration sebagai faktor kunci. Penelitian ini membuka jalan bagi eksplorasi lebih lanjut mengenai faktor-faktor yang mempengaruhi dinamika antara eWOM, minat berkunjung, dan WOM Intention, khususnya dalam konteks media sosial dan pariwisata kuliner. / In the digital era, electronic word of mouth (eWOM) has become a crucial catalyst in influencing consumer decisions, particularly in the tourism sector through social media. This study focuses on the use of eWOM on TikTok, taking the case of the popular account @jktgo known for its reviews of culinary destinations in Jakarta. The aim of this research is to measure the influence of eWOM on the content of TikTok @jktgo on the interest in visiting and WOM (Word of Mouth) Intention towards culinary tourism destinations in Jakarta. The survey methodology applied to 104 @jktgo followers, using convenience sampling, provides a comprehensive overview of user perceptions. The results indicate a significant influence of eWOM on the interest in visiting (R = .382) and WOM Intention (R = .313), offering empirical evidence of the power of eWOM on social media platforms. These findings confirm the Elaboration Likelihood Model theory, with argument quality, peripheral cues, and affecting elaboration as key factors. This research paves the way for further exploration of factors influencing the dynamics between eWOM, interest in visiting, and WOM Intention, particularly in the context of social media and culinary tourism.

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