Analisis Pengaruh Electronic Word of Mouth (eWOM) Terhadap Keputusan Berkunjung ke Agrowisata Café Sawah Pujon Kidul

Reni Dwi Kumalasari, Wisynu Ari Gutama, Destyana Ellingga Pratiwi
  Habitat,,  pp.65-75  

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (eWOM) terhadap keputusan Berkunjung di Café Sawah, Desa Wisata Pujon Kidul. eWOM dalam penelitian ini dilihat berdasarkan dimensi Concern for Others (CFO), Expressing Positive Feelings (EPF), Helping the Company (HC), dan Economic Incentives (ECI). Penelitian ini menggunakan pendekatan kuantitatif. Sampel yang digunakan sebanyak 65 responden yang merupakan pengunjung Café Sawah dan pengguna media sosial instagram. Teknik penarikan sampel dilakukan dengan non-probability sampling menggunakan metode accidental sampling. Analisis data penelitian menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan pendekatan WarpPLS. Hasil penelitian menunjukkan bahwa Concern for Others, Expressing Positive Feelings, Helping the Company, dan Economic Incentives memiliki pengaruh positif dan signifikan terhadap keputusan berkunjung yang ditunjukkan dengan nilai koefisien jalur bernilai positif (0,213; 0,284; 0,391; dan 0,341) dan nilai p-value masing-masing bernilai ≤0,05. Hasil nilai R-squared yang dihasilkan dalam penelitian juga sebesar 0,670 yang termasuk dalam kriteria model kuat (≤0,70).

Keywords


electronic word of mouth; partial least square; keputusan berkunjung; desa wisata

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