ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN BERKUNJUNG KE AGROWISATA KAMPOENG ANGGREK KEDIRI

Berkala Ilmiah AGRIDEVINA Pub Date : 2021-07-21 DOI:10.33005/adv.v10i1.2615

Arif Romadhoni, S. Nugroho, Sudiyarto Sudiyarto

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Abstract

The purpose of this study are: 1) Describe the characteristics of visitors to the Kampoeng Anggrek Kediri Agro-tourism. 2) Analyzing the influence of Electronic Word Of Mouth (eWOM) on the decision to visit Kampoeng Anggrek Kediri Agro-Tourism. 3) Analyzing the effect of service quality on the decision to visit the Kampoeng Anggrek Kediri Agro-tourism. The research method was done intentionally (purposive) with a purposive sampling of 50 people. Research testing is done by studying the Structural Equation Model (SEM) software based on WarpPLS 5.0 Partial Least Square (PLS). The results of this study show the characteristics of Kampoeng Anggrek Kediri Agro-tourism visitors based on gender that is equal between men and women, dominant visitors get 21-30 years obtained from Kediri. Education visitors gather high school status as students, and the level of income between Rp. 0-500,000. The first visit was to the Kampoeng Anggrek Kediri Agro-tourism and a personal visit using a type of motorcycle transportation. The word of mouth electronic variable (eWOM) (X1) has a positive effect on the visit decision variable. service quality variables were significantly positive for visit decision variables. DOI : https://doi.org/10.33005/adv.v10i1.2615

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分析口腔电子文字(eWOM)和服务质量对参观兰花KEDIRI的农业旅游决定的影响

本研究的目的是:1)描述甘榜Anggrek Kediri农业旅游的游客特征。2)分析电子口碑(eWOM)对甘榜Anggrek Kediri农业旅游决策的影响。3)分析服务质量对甘榜Anggrek Kediri农业旅游决策的影响。研究方法是有意(有目的)地进行的，有目的地抽样了50人。通过研究基于WarpPLS 5.0偏最小二乘法(PLS)的结构方程模型(SEM)软件进行了研究检验。研究结果表明，甘蓬Anggrek Kediri农业旅游游客的特征基于性别，男女平等，优势游客为21-30岁的Kediri游客。教育游客聚集为高中学生，收入水平在0-50万卢比之间。第一次访问是Kampoeng Anggrek Kediri农业旅游，并使用一种摩托车交通工具进行个人访问。口碑电子变量(edom) (X1)对访问决策变量有正向影响。服务质量变量对访问决策变量有显著的正向影响。DOI: https://doi.org/10.33005/adv.v10i1.2615

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Berkala Ilmiah AGRIDEVINA

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