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Pengaruh Electronic Word Of Mouth Dan Destination Image Terhadap Decision To Visit (Studi Pada Pengunjung Owabong Water Park Purbalingga)

*Akhmad Nur Romadhon  -  Department of Business Administration, Universitas Diponegoro, Indonesia
Widiartanto Widiartanto  -  Department of Business Administration, Universitas Diponegoro, Indonesia
Reni Shinta Dewi  -  Department of Business Administration, Universitas Diponegoro, Indonesia

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Abstract

Abstract: Owabong Water Park is one of the water tourism destinations in Purbalingga which has fluctuations in the number of visits in 2015-2020. eWOM and the destination image are suspected to be the causes of the decreased decision to visit. The purpose of this study was to determine the effect of eWOM and destination image on the decision to visit of visitors to Owabong Water Park. This study uses an explanatory type. The data collection technique used a questionnaire with a sampling technique using purposive sampling and accidental sampling. The number of samples is 100 respondents who are visitors to Owabong Water Park. The test used is the validity test, reliability test, correlation coefficient test, determination coefficient test, regression test, significance test (t test and F test), and simple and multiple regression analysis. This study uses the help of the SPSS version 25.0 computer application. The results showed that there was a positive and significant influence between eWOM and destination image on the decision to visit both partially and simultaneously. Recommendations for tourist destination managers are to manage eWOM written by visitors and innovate in order to create a good destination image and hopefully increase the decision to visit tourists.

Keywords: eWOM; Destination Image; Decision to Visit.

 

Abstrak: Owabong Water Park merupakan salah satu destinasi wisata air di Purbalingga yang memiliki fluktuasi jumlah kunjungan pada tahun 2015-2020. eWOM dan destination image diduga sebagai penyebab menurunnya decision to visit. Tujuan penelitian ini adalah untuk mengetahui pengaruh eWOM dan destination image terhadap decision to visit dari pengunjung Owabong Water Park. Penelitian ini menggunakan tipe eksplanatori. Teknik pengumpulan data menggunakan kuesioner dengan pengambilan sampel menggunakan teknik purposive sampling dan accidental sampling. Jumlah sampel sebanyak 100 responden yang merupakan pengunjung Owabong Water Park. Uji yang digunakan menggunakan uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, uji regresi, uji signifikansi (uji t dan uji F), dan analisis regresi sederhana dan berganda. Penelitian ini menggunakan bantuan aplikasi komputer SPSS versi 25.0. Hasil penelitian menunjukkan terdapat pengaruh positif dan signifikan antara eWOM dan destination image terhadap decision to visit baik secara parsial maupun simultan. Rekomendasi bagi pihak pengelola destinasi wisata adalah dengan mengelola eWOM yang ditulis oleh pengunjung dan melakukan inovasi agar terciptanya citra destinasi yang baik dan diharapkan mampu dalam meningkatkan decision to visit wisatawan.

Kata Kunci: eWOM; Citra Destinasi; Keputusan Berkunjung
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Keywords: eWOM; Destination Image; Decision to Visit

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