Wirayudha, Agil and Dr. Tri Wahyu Nugroho, S.P., M.Si. and Dr. Rachman Hartono, S.P., M.P. (2024) Electronic Word of Mouth dan Aplikasi Konsep Theory of Planned Behavior dalam Identifikasi Niat Berkunjung Wisatawan Florawisata Santerra De Laponte. Sarjana thesis, Universitas Brawijaya.
Abstract
Industri pariwisata saat ini telah mengalami pertumbuhan melalui tren peningkatan jumlah kunjungan setiap tahunnya dalam satu dekade terakhir. Pertumbuhan pariwisata ini juga diringi dengan peningkatan jumlah pengguna internet maupun media sosial. Florawisata Santerra De Laponte cukup aktif diperbincangkan di media sosial Instagram, banyak orang yang mengunggah gambar mereka yang secara tidak langsung telah menimbulkan terjadinya interaksi Electronic Word of Mouth (eWOM) dari orang ke orang melalui percakapan yang terjadi pada kolom komentar pada unggahan foto tersebut. Meninjau dari penelitian terdahulu, komunikasi eWOM memungkinkan seseorang untuk memiliki niat berkunjung ke suatu destinasi pariwisata. Oleh karena itu, peneliti tertarik untuk melakukan penelitian yang bertujuan untuk 1) menganalisis pengaruh eWOM terhadap niat berkunjung wisatawan ke Florawisata Santerra, 2) menganalisis pengaruh eWOM terhadap variabel Theory of Planned Behavior (TPB) yang meliputi sikap, norma subjektif, dan persepsi kontrol perilaku, dan 3) menganalisis pengaruh variabel TPB yang meliputi sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat berkunjung wisatawan ke Florawisata Santerra. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif, melalui analisis deskriptif dan metode SEM-PLS. Teknik pengambilan sampel menggunakan teknik non-probability sampling melalui cara pengambilan sampel yakni purposive sampling. Sampel sebanyak 100 responden yang merupakan pengunjung Florawisata Santerra dan mengikuti akun media sosial Instagram @florawisata.santerra. Hasil penelitian ini diketahui hubungan eWOM (X) memiliki pengaruh positif dan signifikan secara langsung terhadap niat berkunjung wisatawan (Y) dan variabel TPB yang meliputi sikap (Z1), norma subjektif (Z2), dan persepsi kontrol perilaku (Z3) dengan nilai path coefficient berturut-turut sebesar 0.18, 0.53, 0.42, dan 0.47 dan nilai p-value berturut-turut sebesar 0.03, <0.01, <0.01, <0.01. Pengaruh variabel TPB yang meliputi sikap (Z1), norma subjektif (Z2), dan persepsi kontrol perilaku (Z3) terhadap niat berkunjung (Y) juga memiliki pengaruh positif dan signifikan dengan nilai path coefficient berturut-turut sebesar 0.32, 0.32, dan 0.31 dan nilai p-value berturut-turut sebesar <0.01, <0.01, <0.01. eWOM (X) juga memiliki pengaruh secara tidak langsung terhadap niat berkunjung (Y) melalui variabel TPB yang meliputi sikap (Z1), norma subjektif (Z2), dan persepsi kontrol perilaku (Z3) dengan nilai path coefficient pengaruh tidak langsung secara berturut-turut sebesar 0.170, 0.136, dan 0.146 dan nilai p-value secara berturut-turut sebesar 0.007, 0.024, dan 0.017.
English Abstract
The tourism industry has shown growth through the trend of increasing visitor numbers each year over the past decade. This tourism growth is also accompanied by an increase in the number of internet and social media users. Florawisata Santerra De Laponte is quite actively discussed on the Instagram social media platform, with many people uploading their photos, indirectly generating Electronic Word of Mouth (eWOM) interactions from person to person through conversations in the comment section of those photo uploads. Reviewing previous research, eWOM communication enables someone to have an intention to visit a tourist destination. Therefore, researchers are interested in conducting research aimed at 1) analyzing the influence of eWOM on tourists' intentions to visit Florawisata Santerra, 2) analyzing the influence of eWOM on variables of the Theory of Planned Behavior (TPB) which include attitude, subjective norm, and perceived behavior control, and 3) analyzing the influence of TPB variables including attitude, subjective norm, and perceived behavior control on tourists' intentions to visit Florawisata Santerra. This research employs a quantitative approach, through descriptive analysis and the SEM-PLS method. The sampling technique used is non-probability sampling with purposive sampling. A sample of 100 respondents, who are visitors of Florawisata Santerra and followers of the Instagram account @florawisata.santerra, was selected. The results of this study indicate that the relationship between eWOM (X) has a positive and significant direct effect on tourists' visit intention (Y) and TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with path coefficient values of 0.18, 0.53, 0.42, and 0.47 respectively and p-values of 0.03, <0.01, <0.01, <0.01 respectively. The influence of TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) on visit intention (Y) also shows a positive and significant effect with path coefficient values of 0.32, 0.32, and 0.31 respectively and p-values of <0.01, <0.01, <0.01 respectively. eWOM (X) also has an indirect effect on visit intention (Y) through TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with indirect path coefficient values of 0.170, 0.136, and 0.146 respectively and p-values of 0.007, 0.024, and 0.017 respectively.This research employs a quantitative approach, through descriptive analysis and the SEM-PLS method. The sampling technique used is non-probability sampling with purposive sampling. A sample of 100 respondents, who are visitors of Florawisata Santerra and followers of the Instagram account @florawisata.santerra, was selected. The results of this study indicate that the relationship between eWOM (X) has a positive and significant direct effect on tourists' visit intention (Y) and TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with path coefficient values of 0.18, 0.53, 0.42, and 0.47 respectively and p-values of 0.03, <0.01, <0.01, <0.01 respectively. The influence of TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) on visit intention (Y) also shows a positive and significant effect with path coefficient values of 0.32, 0.32, and 0.31 respectively and p-values of <0.01, <0.01, <0.01 respectively. eWOM (X) also has an indirect effect on visit intention (Y) through TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with indirect path coefficient values of 0.170, 0.136, and 0.146 respectively and p-values of 0.007, 0.024, and 0.017 respectively.This research employs a quantitative approach, through descriptive analysis and the SEM-PLS method. The sampling technique used is non-probability sampling with purposive sampling. A sample of 100 respondents, who are visitors of Florawisata Santerra and followers of the Instagram account @florawisata.santerra, was selected. The results of this study indicate that the relationship between eWOM (X) has a positive and significant direct effect on tourists' visit intention (Y) and TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with path coefficient values of 0.18, 0.53, 0.42, and 0.47 respectively and p-values of 0.03, <0.01, <0.01, <0.01 respectively. The influence of TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) on visit intention (Y) also shows a positive and significant effect with path coefficient values of 0.32, 0.32, and 0.31 respectively and p-values of <0.01, <0.01, <0.01 respectively. eWOM (X) also has an indirect effect on visit intention (Y) through TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with indirect path coefficient values of 0.170, 0.136, and 0.146 respectively and p-values of 0.007, 0.024, and 0.017 respectively.This research employs a quantitative approach, through descriptive analysis and the SEM-PLS method. The sampling technique used is non-probability sampling with purposive sampling. A sample of 100 respondents, who are visitors of Florawisata Santerra and followers of the Instagram account @florawisata.santerra, was selected. The results of this study indicate that the relationship between eWOM (X) has a positive and significant direct effect on tourists' visit intention (Y) and TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with path coefficient values of 0.18, 0.53, 0.42, and 0.47 respectively and p-values of 0.03, <0.01, <0.01, <0.01 respectively. The influence of TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) on visit intention (Y) also shows a positive and significant effect with path coefficient values of 0.32, 0.32, and 0.31 respectively and p-values of <0.01, <0.01, <0.01 respectively. eWOM (X) also has an indirect effect on visit intention (Y) through TPB variables including attitude (Z1), subjective norms (Z2), and perceived behavioral control (Z3) with indirect path coefficient values of 0.170, 0.136, and 0.146 respectively and p-values of 0.007, 0.024, and 0.017 respectively.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052404 |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 13 Aug 2024 04:29 |
| Last Modified: | 13 Aug 2024 04:29 |
| URI: | http://repository.ub.ac.id/id/eprint/223034 |
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