PENGARUH ELECTRONIC WORD OF MOUTH, SECURITY DAN DESTINATION IMAGE TERHADAP VISIT INTENTION KE SETU BABAKAN JAKARTA (Studi Kasus Penduduk Wilayah Jakarta Selatan)

LOKA, NUR MURSALATI (2020) PENGARUH ELECTRONIC WORD OF MOUTH, SECURITY DAN DESTINATION IMAGE TERHADAP VISIT INTENTION KE SETU BABAKAN JAKARTA (Studi Kasus Penduduk Wilayah Jakarta Selatan). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth, Security dan Destination Image terhadap Visit Intention. Dalam penelitian ini desain penelitian yang digunakan adalah desain penelitian kausal dengan pendekatan Kuantitatif. Pada penelitian ini, skala pengukuran yang digunakan adalah skala Likert. Dalam penelitian ini populasinya adalah Penduduk Wilayah Jakarta Selatan yang belum pernah mengunjungi Perkampungan Setu Babakan. Sedangkan sampel ditentukan berdasarkan perkalian indikator dikalikan 5 sampai 10. Berdasarkan hal tersebut, maka sampel pada penelitian ini berjumlah (26 x 5 = 130 untuk nilai minimal dan 26 x 10 = 260 untuk nilai maksimal). Oleh karena itu, sampel yang digunakan pada penelitian ini berjumlah 130. Adapun metode analisis yang digunakan adalah Component atau Variance Based Structural Equation Model dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.0 PLS. Hasil penelitian menunjukkan bahwa (1) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Visit Intention, (2) security berpengaruh positif dan signifikan terhadap Visit Intention, dan (3) Destination Image berpengaruh positif dan signifikan terhadap Visit Intention. Saran yang diajukan pada penelitian ini agar pengelola Perkampungan Budaya Betawi Setu Babakan dapat membuat media sosial sendiri seperti instagram yang memuat berbagai foto serta video kegiatan-kegiatan yang diselenggarakan Perkampungan Budaya Betawi Setu Babakan. Kata Kunci: Visit Intention, Electronic Word of Mouth, Security, Destination Image. This study aims to analyze the effect of Electronic Word of Mouth, Security and Destination Image on Visit Intention. In this study the research design used was a causal research design with a quantitative approach. In this study, the measurement scale used is a Likert scale. In this study the population is the South Jakarta Region Population who have never visited the Setu Babakan Village. While the sample is determined based on multiplication indicators multiplied by 5 to 10. Based on this, the sample in this study amounted (26 x 5 = 130 for the minimum value and 26 x 10 = 260 for the maximum value). Therefore, the sample used in this study amounted to 130. The analysis method used was a Component or Variance Based Structural Equation Model where in processing data using the Partial Least Square (Smart-PLS) version 3.0 PLS program. The results showed that (1) Electronic Word of Mouth had a positive and significant effect on Visit Intention, (2) security had a positive and significant effect on Visit Intention, and (3) Destination Image had a positive and significant effect on Visit Intention. Suggestions proposed in this study are that the manager of Setu Babakan Betawi Cultural Village can create its own social media such as Instagram which contains various photos and videos of activities organized by Betawi Setu Babakan Cultural Village. Keyword: Visit Intention, Electronic Word of Mouth, Security, Destination Image.

Item Type: Thesis (S2)
NIM/NIDN Creators: 43115110002
Uncontrolled Keywords: Visit Intention, Electronic Word of Mouth, Security, Destination Image.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: UMMI RAHMATUSSYIFA
Date Deposited: 07 Mar 2022 04:04
Last Modified: 07 Mar 2022 04:04
URI: http://repository.mercubuana.ac.id/id/eprint/57283

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