PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN DESTINATION IMAGE TERHADAP KEPUTUSAN BERKUNJUNG PADA WISATA HILLPARK SIBOLANGIT

JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL Pub Date : 2024-04-15 DOI:10.55047/jekombital.v2i3.609

E. Putri, Hafiza Adlina

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Abstract

Tourism is a reference to a marker of a country's prosperity because the tourism industry has a real influence on the economy, economic improvement and environmental carrying capacity. This study aims to determine how the influence of E-WOM and destination image on visiting decisions on Hillpark Sibolangit tours. The research technique used is quantitative. The sampling technique was carried out by purposive sampling method with a sample size of 100 respondents. The results of this test indicate that the E-WOM factor (X1) and destination image (X2) have a partial and significant effect on visiting decisions (Y). E-WOM (X1) and destination image (X2) variables simultaneously and significantly affect visiting decisions (Y). With an R value of 0.724, it shows that the E-WOM (X1) and destination image (X2) factors are related to visiting decisions (Y) by 0.724 so that the relationship between these factors can be categorized as close. Through the R Square value, it is known that E-WOM (X1) and destination image (X2) contribute 51.4%, while the remaining 48.6% is influenced by variables not discussed in this study.

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电子口碑（e-wom）和目的地形象对西博兰吉山地公园旅游决策的影响

旅游业是一个国家繁荣的标志，因为旅游业对经济、经济改善和环境承载能力有着切实的影响。本研究旨在确定网络口碑和目的地形象对西博朗吉山公园旅游决策的影响。本研究采用的是定量研究技术。抽样技术采用目的抽样法，样本量为 100 名受访者。测试结果表明，网络口碑因素（X1）和目的地形象因素（X2）对游客决定（Y）有部分显著影响。网络口碑（X1）和目的地形象（X2）变量同时对游客决策（Y）产生显著影响。R 值为 0.724，表明网络口碑（X1）和目的地形象（X2）因素与游客决策（Y）的相关系数为 0.724，因此这些因素之间的关系可以归类为密切相关。通过 R 平方值可知，网络口碑（X1）和目的地形象（X2）占 51.4%，其余 48.6%受本研究未讨论的变量影响。

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JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL

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