PENGARUH E-WOM DAN HARGA TERHADAP NIAT BERKUNJUNG KEMBALI PADA GUNUNG SEMERU
Abstract
Konsumen selalu menggunakan media sosial Instagram untuk mencari informasi dan mempertimbangkan harga sebelum mengunjungi suatu tempat wisata. Tujuan dari analisis ini adalah untuk mengetahui pengaruh electronic word of mouth and price terhadap niat untuk kembali ke Gunung Semeru. Penelitian ini merupakan penelitian survei kuantitatif yang menggunakan teknik purposive sampling untuk menentukan sampel sebanyak 110 pengunjung Gunung Semeru. Sumber data menggunakan data primer berupa kuesioner online dengan pengukuran skala likert. Analisis linier berganda digunakan sebagai uji analitik, meliputi uji T, uji F dan juga koefisien determinasi. Hasil dari penelitian ini adalah electronic word of mouth(E-WOM) berpengaruh positif terhadap niat berkunjung kembali. Sedangkan harga juga berpengaruh positif terhadap niat berkunjung kembali. Electronic word of mouth (E-WOM) dan harga berpengaruh positif terhadap niat berkunjung kembali.
Kata Kunci: electronic word of mouth; price; revisit intention
References
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Www.bromotenggersemeru.org.(2019).
Alegre, & Cladera, M. (2009). Analyzingthe effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing.
Cronin Jr, & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
Ferdinand, Augusty. (2014). Structural Equipment Modelling Dalam Penelitian Manajemen. 5th edition Semarang: Badan Penerbit Unoversitas Diponegoro.
Huang, Mao, L. L., Wang, & Zhang, J. J. (2015). Assessing the relationships between image congruence, tourist satisfaction andintention to revisit in marathon tourism: the Shanghai International Marathon. International Journal of Sports Marketing and Sponsorship.
Huang, S., & Hsu, C. H. (2009). Effects of travel motivation, experience, perceived constraint, and attitude on revisit intention. Journal of travel research, 48(1), 29-44.
1633
Khansa, V. R., & Farida, N. (2016). Pengaruh Harga Dan Citra Destinasi Terhadap Niat Berkunjung Kembali Melalui Kepuasan (Studi pada Wisatawan Domestik Kebun Raya Bogor). In Jurnal Ilmu Administrasi Bisnis (Vol. 5, Issue 4). Departemen Administrasi Bisnis, FISIP Universitas Diponegoro.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing Sixteenth Edition: Global Edition. England: Pearson Education Limited.
Kotler, P., Keller, K. L., Manceau, D., & Dubois, B. (2016). Marketing Management, 15e édition. New Jersy: Pearson Education.
Lin, C., Wu, Y. S., & Chen, J. C. V. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. TIIM 2013 Proceedings, 43(2013), 39-47.
Permadi, Lalu Adi, Layla Vidatul Ula, and Dwi Putra Buana Sakti. (2020). “Pengaruh E-Wom Dan Citra Destinasi Terhadap Niat Berkunjung Kembali Ke Pantai Senggigi Di Tengah Wabah Covid-19.” Jmm Unram -Master of Management Journal 9(2):212. doi: 10.29303/jmm.v9i2.550.
Rizky, Muhammad Miftakhur, Muhammad Miftakhur Rizky, and Tutut Nofita Sari. (2020). “The Influence of Instagram Social Media Against Traveling Interest : Pengaruh Media Sosial Instagram Terhadap Minat Traveling.” Proceeding of The ICECRS 8:1–12.
Saputra, F. (2019). Pengaruh Harga dan Promosi di Sosial Media Terhadap Keputusan Pembelian Ulang Sepatu pada Mahasiswa Universitas Muhammadiyah Palembang. Jurnal Ilmu Manajemen, 1-12. Online. http://repository.um-palembang.ac.id/id/eprint/5480/.
Saputro, W. E., Sukimin, & Indriastuty, N. (2020). Analisis Daya Tarik Wisata, Persepsi Harga, Dan Kualitas Pelayanan Terhadap Minat Berkunjung Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening.JurnalGeoEkonomi,11(2020), 56–73.
Sari, V. (2012). Pengaruh electronic word of mouth di social media twitter terhadap minat beli konsumen. Skripsi. Universitas Indonesia.
Soeid, M., Kadir, N., & Baumassepe, A. N., (2020). Hasanuddin Journal of Applied Business and Entrepreneurship The Influence of Electronic Word of Mouth and Attractiveness Towards Revisit Intention With Visiting Decision as an Intervening Variable (Case Study on Tourists in Makassar City). Hasanuddin Journal of Applied Business and Entrepreneurship, 3(2), 66–78.
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images,and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D.
Suhaily, L., Darmoyo, S., & Boentoro, S. (2019). Why Social Media, Price Perception and Trust to Customer Satisfaction. SumeriansJournal of Social Science, 138-147. ISSN 2616-8693. Online. https://www.sumerianz.com/pdf-files/sjss2(8)138-147.pdf.
Travel.kompas.com. (2015). Instagram Efektif Menyebarkan Informasi Pariwisata (https://travel.kompas.com/read/2015/07/04/0916000/Instagram.Efektif.Menyebarkan.Informasi.Pariwisata)
Travel.kompas.com. (2020). Gunung Bromo dan Semeru Tutup Sementara untuk Cegah Virus Corona (https://travel.kompas.com/read/2020/03/18/230300427/gunung-bromo-dan-semeru-tutup-sementara-untuk-cegah-virus-corona)
Travel.tempo.co.(2014). Taman Nasional Bromo Tengger SemeruMakin Diminati(https://travel.tempo.co/read/542874/taman-nasional-bromo-tengger-semeru-makin-diminati)
Trirahayu, Anggun Adella, &Berlian Primadani Satria Putri. (2019). Pengaruh Media Sosial Instagram @Amazingtasikmalaya Terhadap Minat Berkunjung Followers Ke Objek Wisata Tasikmalaya. E-Proceeding of Management 6(2):4997–5006.
Utama, I. P. H. B., & Giantari, I. G. A. K. (2020). Peran Citra Destinasi Memediasi Pengaruh E-Wom Terhadap Niat Berkunjung Kembali Wisatawan (Studi Pada Obyek Wisata Taman Edelweis
16Bali). E-JurnalManajemen, 9(4), 1230-1251.
Wijaya, Harry dan Christian Wijaya. (2005). Jejak Sang Petualang. Yogyakarta: ANDI.
Www.bromotenggersemeru.org.(2019).
Published
2022-01-03
How to Cite
Purnama, N., & Marlena, N. (2022). PENGARUH E-WOM DAN HARGA TERHADAP NIAT BERKUNJUNG KEMBALI PADA GUNUNG SEMERU. Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1626-1634. https://doi.org/10.26740/jptn.v10n1.p1626-1634
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