BibTex Citation Data :
@article{JIAB49158, author = {Euis Nurlailasari and Abdul Nasir and Ila Navilah}, title = {Pengaruh Word Of Mouth, Advertising Dan Aksesibilitas Terhadap Keputusan Berkunjung Di Objek Wisata Curug Ngelay Desa Bagawat Kecamatan Selajambe Kabupaten Kuningan}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {15}, number = {2}, year = {2026}, keywords = {Word of Mouth; Advertising; Accessibility; Decision to Visit}, abstract = { Abstract: Word of mouth, advertising, and accessibility are important factors in influencing the decision to visit a tourist destination. This study aims to analyze the impact of word of mouth and advertising, both verbal and non-verbal, as well as accessibility to Curug Ngelay tourist attraction. The research employs a quantitative method using primary and secondary data. Data analysis was conducted using SPSS, with the sample consisting of visitors who have visited or are currently visiting the destination. The findings indicate that word of mouth has a positive and significant effect on the decision to visit. This implies that visitors are more likely to be attracted to the destination based on recommendations from close acquaintances. On the other hand, advertising and accessibility variables do not significantly influence the decision to visit, meaning that visitors do not highly consider promotional efforts or ease of access when making their travel decisions. Simultaneously, word of mouth, advertising, and accessibility together influence the decision to visit by 12.4%, while the remaining 87.6% is influenced by other factors not included in the research model. These findings emphasize the significant role of personal recommendations in promoting tourist destinations like Curug Ngelay. Abstraksi: Word of mouth, advertising, dan aksesibilitas merupakan faktor penting dalam meningkatkan keputusan berkunjung ke suatu objek wisata. Penelitian ini bertujuan untuk menganalisis pengaruh word of mouth dan advertising, baik verbal maupun non-verbal di tempat wisata, serta aksesibilitas menuju objek wisata Curug Ngelay. Penelitian dilakukan menggunakan metode kuantitatif dengan memanfaatkan data primer dan sekunder. Analisis data dilakukan dengan bantuan SPSS, dengan sampel terdiri dari pengunjung yang telah atau sedang berkunjung ke objek wisata tersebut. Hasil penelitian menunjukkan bahwa word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan berkunjung. Hal ini menunjukkan bahwa pengunjung lebih tertarik datang ke objek wisata berdasarkan rekomendasi dari kerabat terdekat. Di sisi lain, variabel advertising dan aksesibilitas tidak memberikan pengaruh signifikan terhadap keputusan berkunjung, yang berarti pengunjung tidak terlalu mempertimbangkan promosi atau kemudahan akses saat memutuskan untuk berkunjung. Secara simultan, word of mouth, advertising, dan aksesibilitas bersama-sama mempengaruhi keputusan berkunjung sebesar 12,4%, sedangkan 87,6% sisanya dipengaruhi oleh faktor lain yang tidak termasuk dalam model penelitian. Temuan ini menegaskan pentingnya kekuatan rekomendasi personal dalam mempromosikan objek wisata seperti Curug Ngelay. }, issn = {2746-1297}, pages = {578--591} doi = {10.14710/jiab.2026.49158}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/49158} }
Refworks Citation Data :
Abstract: Word of mouth, advertising, and accessibility are important factors in influencing the decision to visit a tourist destination. This study aims to analyze the impact of word of mouth and advertising, both verbal and non-verbal, as well as accessibility to Curug Ngelay tourist attraction. The research employs a quantitative method using primary and secondary data. Data analysis was conducted using SPSS, with the sample consisting of visitors who have visited or are currently visiting the destination. The findings indicate that word of mouth has a positive and significant effect on the decision to visit. This implies that visitors are more likely to be attracted to the destination based on recommendations from close acquaintances. On the other hand, advertising and accessibility variables do not significantly influence the decision to visit, meaning that visitors do not highly consider promotional efforts or ease of access when making their travel decisions. Simultaneously, word of mouth, advertising, and accessibility together influence the decision to visit by 12.4%, while the remaining 87.6% is influenced by other factors not included in the research model. These findings emphasize the significant role of personal recommendations in promoting tourist destinations like Curug Ngelay.
Abstraksi: Word of mouth, advertising, dan aksesibilitas merupakan faktor penting dalam meningkatkan keputusan berkunjung ke suatu objek wisata. Penelitian ini bertujuan untuk menganalisis pengaruh word of mouth dan advertising, baik verbal maupun non-verbal di tempat wisata, serta aksesibilitas menuju objek wisata Curug Ngelay. Penelitian dilakukan menggunakan metode kuantitatif dengan memanfaatkan data primer dan sekunder. Analisis data dilakukan dengan bantuan SPSS, dengan sampel terdiri dari pengunjung yang telah atau sedang berkunjung ke objek wisata tersebut. Hasil penelitian menunjukkan bahwa word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan berkunjung. Hal ini menunjukkan bahwa pengunjung lebih tertarik datang ke objek wisata berdasarkan rekomendasi dari kerabat terdekat. Di sisi lain, variabel advertising dan aksesibilitas tidak memberikan pengaruh signifikan terhadap keputusan berkunjung, yang berarti pengunjung tidak terlalu mempertimbangkan promosi atau kemudahan akses saat memutuskan untuk berkunjung. Secara simultan, word of mouth, advertising, dan aksesibilitas bersama-sama mempengaruhi keputusan berkunjung sebesar 12,4%, sedangkan 87,6% sisanya dipengaruhi oleh faktor lain yang tidak termasuk dalam model penelitian. Temuan ini menegaskan pentingnya kekuatan rekomendasi personal dalam mempromosikan objek wisata seperti Curug Ngelay.
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