PENGARUH DESTINASI IMAGE, ELECTRONIC WORD OF MOUTH (E-WOM) DAN PERCEIVED RISK TERHADAP MINAT BERKUNJUNG KEMBALI KE LOMBOK

SIAGIAN, MERYANI THIO S. (2021) PENGARUH DESTINASI IMAGE, ELECTRONIC WORD OF MOUTH (E-WOM) DAN PERCEIVED RISK TERHADAP MINAT BERKUNJUNG KEMBALI KE LOMBOK. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh Destination Image, Electronic Word of Mouth (E-WOM), dan Perceived Risk terhadap Minat Berkunjung Kembali ke Lombok. Populasi penelitian ini adalah masyarakat DKI Jakarta dan pernah berkunjung ke Lombok. Sampel penelitian yang digunakan sebanyak 155 orang responden. Metode pengumpulan data adalah survey, instrument penelitian adalah kuisioner. Metode analisis data yang digunakan analisis deskriptif dan hipotesis diuji menggunakan Structural Equation Model (SEM) dengan proses Smart—PLS (Partial Least Square) program. Hasil analisis membuktikan bawah Destinasi Image terhadap Minat Berkunjung Kembali berpengaruh positif dan signifikan. Electronic Word of Mouth (E-WOM) terhadap Minat Berkunjung Kembali berpengaruh positif dan signifikan. Perceived Risk terhadap Minat Berkunjung Kembali adalah berpengaruh negatif dan signifikan. Kata kunci : destination image, electronic word of mouth (e-wom), perceived risk, minat berkunjung kembali, pls, lombok. The purpose of this study is to investigate the effect of Destination Image, Electronic Word of Mouth (E-WOM) and Perceived Risk towards intention to revisit. The population of this research was DKI Jakarta residents who have visited Lombok in the past. The research sample used was 155 respondents. The method used for data collection was survey with questionnaire as the instrument. The data analysis method used was descriptive analysis and the hypothesis was tested using the Structural Equation Model (SEM) with the Smart-PLS (Partial Least Square) program. The analysis result proved that the Destination Image towards the intention to revisit Lombok was positive and significant. Electronic Word of Mouth (E-WOM) towards the intention to revisit Lombok was positive and significant. The Perceived risk towards to revisit intention was negative and significant. Keywords: destination image, electronic word of mouth (e-wom), perceived risk, revisit intention, pls, lombok.

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