Pengaruh Social Media Marketing Terhadap Keputusan Berkunjung melalui Electronic Word of Mouth (Studi Pada : Taman Wisata Tirto Tani Djojo, Kabupaten Kediri, Jawa Timur)

Perkasa, Krisna Bayu and Rizki Yudhi Dewantara,, S.Sos., MAP (2023) Pengaruh Social Media Marketing Terhadap Keputusan Berkunjung melalui Electronic Word of Mouth (Studi Pada : Taman Wisata Tirto Tani Djojo, Kabupaten Kediri, Jawa Timur). Sarjana thesis, Universitas Brawijaya.

Abstract

Taman Wisata Tirto Tani Djojo merupakan salah satu wisata alam yang terletak di Kabupaten Kediri. Tirto Tani Djojo ini tepatnya berada di Dusun Ringinrejo, Desa Tiru Lor, Kecamatan Gurah. Akibat adanya pandemi tempat wisata ini sempat vakum dari Maret 2020 - Maret 2022, akan tetapi setelah pandemic COVID 19 usai tempat wisata ini pun perlahan mulai dipadati pengunjung baik dari dalam ataupun luar Kabupaten Kediri. Setelah pandemic COVID 19 usai pihak pengelola Taman Wisata Tirta Tani Djojo mulai menggunakan media sosial sebagai sarana promosi. Platform Social Media Marketing (SMM). Berdasarkan hal tersebut, peneliti tertarik untuk meneliti apakah social media marketing berpengaruh terhadap keputusan berkunjung pada Taman Wisata Tirto Tani Djojo yang dimediasi oleh electronic word of mouth menggunakan analisis jalur dan uji sobel..Penelitian ini bertujuan untuk: (1) mengetahui pengaruh dari social media marketing terhadap keputusan berkunjung padaTaman Wisata Tirto Tani Djojo (2) Mengetahui pengaruh dari social media marketing terhadap electronic word of mouth pada Taman Wisata Tirto Tani Djojo (3) Mengetahui pengaruh dari electronic word of mouth terhadap keputusan berkunjung pada Taman Wisata Tirto Tani Djojo (4) Mengetahui hubungan social media marketing yang dimediasi electronic word of mouth terhadap keputusan berkunjung pada Taman Wisata Tirto Tani Djojo. Penelitian ini menggunakan metode kuantitatif pendekatan deskriptif. Metode analisis yang digunakan adalah analisis jalur dan uji sobel dengan alat bantu SPSS 25.Hasil dari penelitian ini menunjukkan bahwa social media marketing berpengaruh positif signifikan terhadap keputusan berkunjung, social media marketing berpengaruh positif signifikan terhadap electronic word of mouth, electronic word of mouth berpengaruh positif signifikan terhadap keputusan berkunjung dan electronic word of mouth mampu memediasi social media marketing terhadap keputusan berkunjung.

English Abstract

Tirto Tani Djojo Tourism Park is a natural tourist attraction located in Kediri Regency. Tirto Tani Djojo is precisely located in Ringinrejo Hamlet, Tiru Lor Village, Gurah District. Due to the pandemic, this tourist spot was on hiatus from March 2020 - March 2022, however, after the COVID 19 pandemic ended, this tourist spot slowly started to be filled with visitors from both inside and outside Kediri Regency. After the COVID 19 pandemic ended, the management of Tirta Tani Djojo Tourism Park started using social media as a promotional tool. Social Media Marketing (SMM) Platform. Based on this, researchers are interested in examining whether social media marketing influences the decision to visit Tirto Tani Djojo Tourism Park which is mediated by electronic word of mouth using path analysis and Sobel test. This research aims to: (1) determine the influence of social media marketing on the decision to visit Tirto Tani Djojo Tourism Park (2) Knowing the influence of social media marketing on electronic word of mouth at Tirto Tani Djojo Tourism Park (3) Knowing the influence of electronic word of mouth on the decision to visit Tirto Tani Djojo Tourism Park (4 ) Knowing the relationship between social media marketing mediated by electronic word of mouth and the decision to visit Tirto Tani Djojo Tourism Park. This research uses a quantitative descriptive approach. The analytical method used is path analysis and Sobel test with SPSS 25 tools. The results of this research show that social media marketing has a significant positive effect on visiting decisions, social media marketing has a significant positive effect on electronic word of mouth, electronic word of mouth has a positive effect significant impact on the decision to visit and electronic word of mouth is able to mediate social media marketing on the decision to visit

Item Type:	Thesis (Sarjana)
Identification Number:	0523030719
Uncontrolled Keywords:	Social Media Marketing, Electronic Word of Mouth, Keputusan Berkunjung
Divisions:	Fakultas Ilmu Administrasi > Pariwisata
Depositing User:	Endang Susworini
Date Deposited:	18 Jan 2024 07:06
Last Modified:	18 Jan 2024 07:06
URI:	http://repository.ub.ac.id/id/eprint/211205

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