Potential Market, Elektronik Word Of Mouth (e-wom ), Media Sosial Yang Mempengaruhi Citra Destinasi Dan Berdampak Kepada Minat Berkunjung Ke Taman Wisata Hutan Mangrove Sebalang, Desa Tarahan, Lampung Selatan.

Jella Zumalia Fitr, Putu Nina Madiawati

Abstract

Abstrak
Penelitian ini bertujuan untuk mengetahui potential market, elektronik word of mouth
(e-wom), media sosial yang mempengaruhi citra destinasi dan berdampak kepada minat
berkunjung ke taman wisata hutan mangrove sebalang, desa tarahan, lampung selatan.
Metode penelitian yang digunakan adalah metode kuantitatif yang bersifat verifikatif,
Teknik pengumpulan data dilakukan melalui kuesioner dengan jumlah sampel 100
orang. Metode analisa yang digunakan dalam penelitian ini yaitu Partial Least Square
(PLS) Menunjukan bahwa pengaruh Citra Destinasi (CD) terhadap Minat Berkunjung
(MB) sebesar 0,776, Elektronik Word Of Mouth (EWOM) terhadap Citra Destinasi (CD)
sebesar 0,377, Media Sosial (MS) terhadap Citra Destinasi (CD) sebesar 0,165, dan
Potential Market (PM) terhadap Citra Destinasi (CD) sebesar 0,361. Kemudian
pengaruh terbesar kedua adalah Elektronik Word Of Mouth (EWOM) terhadap Minat
Berkunjung (MB) sebesar 0,292, Media Sosial (MS) terhadap Minat Berkunjung (MB)
sebesar 0,128, dan Potential Market (PM) terhadap terhadap Minat Berkunjung (MB)
sebesar 0,280.
Kata Kunci : Potential Market, Elektronik Word Of Mouth, Media Sosial, Citra
Destinasi, Minat Berkunjung.
Abstract
This study aims to determine the potential market, electronic word of mouth (e-wom),
social media that affect the image of the destination and have an impact on the interest
in visiting the Sebalang mangrove forest tourism park, tarahan village, south
Lampung.The research method used is a quantitative method that is verification. Data
collection techniques were carried out through a questionnaire with a sample of 100
people. The analytical method used in this study is Partial Least Square (PLS). Shows
that the influence of Destination Image (CD) on Visiting Interest (MB) of 0.776,
Electronic Word Of Mouth (EWOM) on Destination Image (CD) of 0.377, Social Media
(MS) of Destination Image (CD) of 0.165, and Potential Market (PM) to the Destination
Image (CD) of 0.361. Then the second biggest influence is Electronic Word Of Mouth
(EWOM) on Visiting Interest (MB) of 0.292, Social Media (MS) on Visiting Interest
(MB) of 0.128, and Potential Market (PM) on Visiting Interest (MB) of 0.280 .
Keywords: Potential Market, Electronic Word Of Mouth, Social Media, Destination
Image, Visiting Interest.

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