Pengaruh e-wom terhadap niat berkunjung - peran mediasi citra destinasi dan kepercayaan destinasi pada Danau Toba

Kaheja, Angelita Margaretha (2020) Pengaruh e-wom terhadap niat berkunjung - peran mediasi citra destinasi dan kepercayaan destinasi pada Danau Toba. Masters thesis, Universitas Pelita Harapan.

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Abstract

Industri pariwisata dapat memanfaatkan electronic word-of-mouth yang dikenal sebagai E-WOM sebagai salah satu sarana promosi yang efektif dan efisien. Citra dan kepercayaan terhadap destinasi wisata juga sangat penting dalam menarik wisatawan untuk berkunjung. Model penelitian ini merupakan modifikasi dari beberapa model penelitian sebelumnya. Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh E-WOM, citra destinasi dan kepercayaan destinasi pada niat berkunjung wisatawan millennials ke Danau Toba. Penelitian ini merupakan penelitian kuantitatif dengan pengumpulan data menggunakan kuesioner skala likert. Sampel sebanyak 120 responden diambil menggunakan teknik nonprobability sampling. Structural Equation Modeling (SEM) diterapkan untuk menganalisis data dengan menggunakan perangkat lunak LISREL. E-WOM memiliki pengaruh positif dan signifikan terhadap Destination Image dan Destination Trust namun tidak signifikan terhadap Visit Intention. /Tourism industry can use electronic word-of-mouth that is known as E-WOM as an effective and efficient promotion tool. The image and trust in tourists destinations is also very important in attracting tourists to visit. This research model is a modification of some previous research. The aim of this research is to analyze and determine the effect of E-WOM, destination image and destination trust on the intention of millennials tourists to visit Lake Toba. This research is a quantitative research by collecting data using a Likert scale questionnaire. A sample of 120 respondents was taken using nonprobability sampling techniques. Structural Equation Modeling (SEM) procedure is applied to analyze the data using LISREL software. E-WOM has a positive and significant impact on Destination Image and Destination Trust but insignificant on Visit Intention.

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