Yahya, Shella Silvia (2020) PENGARUH TOURIST ATTRACTION, CITY BRANDING DAN ELECTRONIC WORD OF MOUTH TERHADAP VISIT DESICISION KE KEPULAUAN SERIBU. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Pengaruh Tourist Attraction, City Branding dan Electronic Word of Mouth terhadap Visit Decision ke Kepulauan Seribu. Dalam penelitian ini populasinya adalah Penduduk Wilayah Jakarta yang termasuk Angkatan kerja dengan rentang usia 15-64 tahun sebanyak 795.359 Jiwa. Adapun penelitian ini menggunakan rumus Slovin karena dalam penarikan sampel sehingga didapatkan sampel sebanyak 100 responden. Metode analisis data yang digunakan dalam penelitian ini 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 ini menunjukkan bahwa Tourist Attraction, City Branding dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Visit Decision. Saran yang diajukan pada penelitian ini agar pengelola Kepulauan Seribu harus meningkatkan engagement dengan calon pengunjung dengan membuat instagram Kepulauan Seribu dengan menampilka konten-konten yang kekinian. Kata Kunci: Visit Decision, Tourist Attraction, City Branding, Electronic Word of Mouth This study aims to analyze the influence of the influence of Tourist Attraction, City Branding and Electronic Word of Mouth on Visit Decision to the Thousand Islands. In this study the population is the population of the Jakarta area which includes the workforce with an age range of 15-64 years as many as 795,359 people. This research uses the Slovin formula because the sampling process is to obtain a sample of 100 respondents. The data analysis method used in this study is the Component or Variance Based Structural Equation Model where the data processing uses the Partial Least Square (Smart-PLS) version 3.0 PLS program. The results of this study indicate that Tourist Attraction, City Branding and Electronic Word of Mouth have a positive and significant effect on Visit Decision. Suggestions put forward in this study are that the managers of the Thousand Islands must increase engagement with potential visitors by creating a Thousand Islands Instagram by displaying current content Keyword: Visit Decision, Tourist Attraction, City Branding, Electronic Word of Mouth
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43115120405 |
| Uncontrolled Keywords: | Visit Decision, Tourist Attraction, City Branding, Electronic Word of Mouth |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 18 Apr 2022 07:21 |
| Last Modified: | 18 Apr 2022 07:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60064 |
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