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Pengaruh Daya Tarik Dan Electronic Word Of Mouth Terhadap Keputusan Berkunjung Pada Kawasan Kota Lama Semarang

Ilham Muhammad Arrazi  -  Universitas Diponegoro, Indonesia
*Hari Susanta Nugraha  -  Department of Business Administration, Universitas Diponegoro, Indonesia

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Abstract

Abstract: The Old city Semarang area is one of the tourist attractions which is expected to become a mainstay/tourist icon for the city of Semarang. The revitalization carried out by the government of the Kota Lama Semarang Area in 2017-2019 has made the face of the Kota Lama Semarang area more attractive. However, the majority of tourists who come to make tourist visits are only to take pictures and sit around, even though the tourist facilities provided by the Kota Lama Semarang are quite diverse.“This research was conducted to determine the effect of attraction and electronic word of mouth on the decision to visit the Kota Lama Semarang area. The type of research used is explanatory research with data collection tools questionnaires, interviews, and literature study. The population in this study are domestic tourists who have visited in the last 3 years and have social media. The samples taken were 100 respondents. The sampling technique for this research is nonprobability sampling with a purposive sampling approach. Data were analyzed through validity test, reliability test, correlation coefficient, determination coefficient, simple linear regression, multiple linear regression, t test, and F test. The results showed that attraction and electronic word of mouth contributed positively to the tourist visiting decision.

 

Keywords: Attraction; Electronic word of mouth;Tourist Visiting Decisions

 

Abstrak: Kawasan Kota Lama Semarang merupakan salahIsatuItempat wisataIyang diharapkan mampu menjadi andalan/ikon wisata bagi Kota Semarang. Revitalisasi yang dilakukan pemerintah terhadap Kawasan Kota Lama Semarang pada tahun 2017-2019 menjadikan wajah Kawasan Kota Lama Semarang menjadi semakin menarik. Akan tetapi wisatawan yang datang untuk melakukan kunjungan wisata mayoritas hanya untuk berfoto dan duduk-duduk saja, padahal fasilitas wisata yang disediakan Kawasan Kota Lama Semarang sudah cukup beragam. Penelitian ini dilakukan untuk mengetahui pengaruh daya tarik dan electronic word of mouth terhadap keputusan berkunjung di Kawasan Kota Lama Semarang.“Tipe penelitian yang digunakan adalah explanatory research dengan alat pengumpulan data kuesioner, wawancara, dan studi pustaka. Populasi dalam penelitian ini yaitu wisatawan domestik yang pernah berkunjung pada 3 tahun terakhir dan memiliki media sosial. Sampel yang diambil berjumlah 100 responden.Teknik pengambilan sampel penelitian ini adalah nonprobability sampling dengan pendekatan purposive sampling. Data dianalisis melalui uji validitas, uji reliabilitas, koefisien korelasi, koefisien determinasi, regresi linier sederhana, regresi linier berganda, uji t dan uji F. Hasil penelitian menunjukan bahwa Daya tarik dan Electronic Word of Mouth memberikan kontribusi pengaruh positif terhadap Keputusan Berkunjung.”

 

Kata Kunci: daya tarik; electronic word of mouth; keputusan berkunjung

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THE IMPACT OF ATTRACTION AND ELECTRONIC WORD OF MOUTH ON TOURIST VISITING DECISIONS (Study in the Old City Semarang area)
Subject Attraction, Electronic word of mouth, Tourist Visiting Decisions
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Keywords: Attraction; Electronic word of mouth; Tourist Visiting Decisions

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