PARYATI, PARYATI (2019) ANALISIS PENGARUH DAYA TARIK WISATA, CITY BRANDING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG KE DAERAH ISTIMEWA YOGYAKARTA (Studi Kasus Pada Komunitas Backpacker Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The objective of this research is to identify how variables of Tourist Attraction, City Branding and Electronic Word of Mouth (E-WOM) influence the variables of decision-to-visit Yogyakarta Special Region (study in the case of Indonesian Backpacker Community). The primary data used in this research are the questionnaires distributed to 200 respondents who are the members of the Indonesian Backpacker Community group listed on Facebook and whose have visited the Special Region of Yogyakarta. Data were analyzed by using the application of Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) to analyze all correlations between variables of Tourist Attraction, City Branding and Electronic Word of Mouth (E-WOM) and variables of decision-to-visit upon the model. The result of this study indicated that Tourist Attractions, City Branding and Electronic Word of Mouth (E-WOM) have a positive and significant correlation with variables of decision-to-visit. Keyword : Tourist Attraction, City Branding, Electronic Word of Mouth (E-WOM), Decision to Visit Penelitian ini bertujuan untuk mengetahui pengaruh variabel Daya Tarik Wisata, City Branding dan Electronic Word of Mouth (E-WOM) terhadap variabel keputusan berkunjung ke Daerah Istimewa Yogyakarta (studi kasus pada Komunitas Backpacker Indonesia) Data yang digunakan adalah data primer menggunakan kuesioner yang disebar kepada 200 responden yang tergabung dalam grup Komunitas Backpacker Indonesia di Facebook dan pernah berkunjung ke Daerah Istimewa Yogyakarta. Data dianalisis dengan meggunakan aplikasi Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) untuk menguji semua hubungan antara variabel Daya Tarik Wisata, City Branding dan Electronic Word of Mouth (E-WOM) terhadap variabel keputusan berkunjung dalam model. Hasil dari penelitian ini menunjukkan bahwa Daya Tarik Wisata, City Branding dan Electronic Word of Mouth (E-WOM) memiliki hubungan yang positif dan signifikan terhadap keputusan berkunjung. Kata Kunci : Daya Tarik Wisata, City Branding, Electronic Word of Mouth (E-WOM), Keputusan Berkunjung
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