Pengaruh Destination Image Dan Service Quality Terhadap Revisit Intention Melalui Electronic Word Of Mouth (Studi Pada Pengunjung Wisata Pantai Dewa Ruci “Jatimalang” Kabupaten Purworejo)

Abstract

Abstract: The development of the tourism sector is an important aspect for every region, including Purworejo Regency. Pantai Dewa Ruci is a leading tourist destination in Purworejo Regency, but based on the number of tourist visits to Pantai Dewa Ruci, there are fluctuations in the number of tourist visits from 2016 to 2022. This study aims to determine the influence of destination image and service quality on revisit intention through electronic word of mouth on Pantai Dewa Ruci. The type of research is explanatory research with the number of sample used as many as 100 respondents who are tourist visitors of Pantai Dewa Ruci in Purworejo Regency with certain criteria. In this study, quantitative data analysis techniques will be calculated using SEM-PLS analysis with SmartPLS 4.0 software. The test results show that all research hypotheses are accepted. Destination image and service quality have a positive and significant effect on electronic word of mouth; electronic word of mouth has a positive and significant effect on revisit intention; destination image and service quality have a positive and significant effect on revisit intention; destination image and service quality have a positive and significant effect on revisit intention through electronic word of mouth partially.

Keywords: destination image; service quality; electronic word of mouth; revisit intention

Abstraksi: Perkembangan sektor pariwisata menjadi aspek penting bagi setiap daerah salah satunya Kabupaten Purworejo. Pantai Dewa Ruci merupakan destinasi wisata unggulan di Kabupaten Purworejo, tetapi berdasarkan jumlah kunjungan wisatawan Pantai Dewa Ruci, diketahui terdapat fluktuasi jumlah kunjungan wisatawan dari tahun 2016 sampai dengan tahun 2022. Penelitian ini bertujuan untuk mengetahui pengaruh destination image dan service quality terhadap revisit intention melalui electronic word of mouth pada objek wisata Pantai Dewa Ruci. Jenis penelitian yang digunakan adalah explanatory research dengan jumlah sampel yang digunakan adalah 100 responden yang merupakan pengunjung Pantai Dewa Ruci Kabupaten Purworejo dengan kriteria tertentu. Dalam penelitian ini, teknik analisis data kuantitatif akan dihitung menggunakan analisis SEM-PLS dengan software SmartPLS  4.0.  Hasil pengujian menunjukkan bahwa semua hipotesis penelitian diterima. Destination image dan service quality berpengaruh positif dan signifikan terhadap electronic word of mouth; electronic word of mouth berpengaruh positif dan signifikan terhadap revisit intention; destination image dan service quality berpengaruh positif dan signifikan terhadap revisit intention; destination image dan service quality berpengaruh positif dan signifikan terhadap revisit intention melalui electronic word of mouth secara parsial.

Kata Kunci: destination image; service quality; electronic word of mouth; revisit intention