PENGARUH ELECTRONIC WORD OF MOUTH (EWOM), DESTINATION IMAGE DAN BRAND IMAGE TERHADAP VISIT INTENTION KE GOFOOD FESTIVAL GBK (GELORA BUNG KARNO)

NOVIASIH, ASTI (2020) PENGARUH ELECTRONIC WORD OF MOUTH (EWOM), DESTINATION IMAGE DAN BRAND IMAGE TERHADAP VISIT INTENTION KE GOFOOD FESTIVAL GBK (GELORA BUNG KARNO). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The objective of this research to analyze the impact of Electronic Word of Mouth (EWOM), Destination Image and Brand Image on Visit Intention to GoFood Festival GBK (Gelora Bung Karno). The sample is determined using the Hair formula which is 20 x 7 obtained from 5-10 times the number of indicators, so that a sample of 140 respondents is obtained. The data used in this study are primary data. Data collection methods used is survey methods, the research instrument is a questionnaire. The method of analyzing and processing data uses Partial Least Square version 3.3.2. The results of this study prove that: (1) Electronic Word of Mouth (EWOM) has a significant positive effect on Visit Intention, (2) Destination Image has a significant positive effect on Visit Intention, (3) Brand Image has a significant positive effect on Visit Intention. Keywords : Electronic Word of Mouth (EWOM), Destination Image), Brand Image, Visit Intention. Penelitian ini bertujuan untuk menganalisa pengaruh Electronic Word of Mouth (EWOM), Destination Image dan Brand Image terhadap Visit Intention ke GoFood Festival GBK (Gelora Bung Karno). Sampel ditentukan menggunakan rumus Hair yaitu 20 x 7 yang didapat dari 5-10 dikali jumlah indikator sehingga didapat sampel sebanyak 140 responden. Data yang digunakan dalam penelitian ini adalah data primer. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis dan pengolahan datanya menggunakan Partial Least Square versi 3.3.2. Hasil penelitian ini membuktikan bahwa : (1) Electronic Word of Mouth (EWOM) berpengaruh signifikan positif terhadap Visit Intention, (2) Destination Image berpengaruh signifikan positif terhadap Visit Intention, (3) Brand Image berpengaruh signifikan positif terhadap Visit Intention. Kata Kunci : Electronic Word of Mouth (EWOM), Destination Image, Brand Image, Visit Intention.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 20 470
Call Number:	SE/31/21/108
NIM/NIDN Creators:	43116110132
Uncontrolled Keywords:	Electronic Word of Mouth (EWOM), Destination Image, Brand Image, Visit Intention.
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 910 Geography and Travel/Geografi dan Perjalanan > 910.1-910.9 Standard Subdivisions of Geography and Travel/Subdivisi Standar dari Geografi dan Perjalanan > 910.9 Historical, Geographic, Persons Treatment/Perawatan, Historis, Geografi > 910.92 Travelers/Turis, Wisatawan, Pelancong
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Putra Arsy Anugrah
Date Deposited:	19 Jul 2022 04:38
Last Modified:	19 Jul 2022 04:38
URI:	http://repository.mercubuana.ac.id/id/eprint/52256

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