PENGARUH CITRA DESTINASI, ELECTRONIC WORD OF MOUTH DAN SERVICE QUALITY TERHADAP KEPUTUSAN BERKUNJUNG SERTA DAMPAKNYA PADA MINAT BERKUNJUNG KEMBALI (Studi pada Pengunjung Dunia Fantasi di era pandemi Covid-19)

RIYADI, SUGENG (2022) PENGARUH CITRA DESTINASI, ELECTRONIC WORD OF MOUTH DAN SERVICE QUALITY TERHADAP KEPUTUSAN BERKUNJUNG SERTA DAMPAKNYA PADA MINAT BERKUNJUNG KEMBALI (Studi pada Pengunjung Dunia Fantasi di era pandemi Covid-19). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This research aims to know the influence of destination image, electronic word of mouth and service quality to decision visit and its impact on revisit intention. The object of this research is Dunia Fantasi, Ancol, Jakarta. This research was done to 170 respondents by using quantitative descriptive approach. This data analysis which is used is statistic analysis in the form of Smart PLS. The results of this study show, that destination image have significant positive effect on decision visit, electronic word of mouth have significant positive effect on decision visit and service quality have significant positive effect on decision visit, decision visit have significant positive effect on revisit intention. Destination image have significant positif effect on revisit intention, electronic word of mouth have not significant positif effect on revisit intention, service quality have significant positif effect on revisit intention. Keywords: destination image, electronic word of mouth, service quality, decision visit and revisit intention. Penelitian ini dilakukan untuk mengetahui pengaruh citra destinasi, electronic word of mouth dan service quality terhadap keputusan berkunjung dan dampaknya pada minat berkunjung kembali. Objek penelitian ini adalah Dunia Fantasi, Ancol, Jakarta. Penelitian ini dilakukan terhadap 170 responden dengan menggunakan metode deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk Smart PLS. Hasil penelitian ini menunjukan bahwa variabel citra destinasi berpengaruh positif dan signifikan terhadap keputusan berkunjung, electronic word of mouth berpengaruh positif terhadap keputusan berkunjung, service quality berpengaruh positif dan signifikan terhadap keputusan berkunjung, keputusan berkunjung berpengaruh terhadap minat berkunjung kembali. Citra destinasi berpengaruh positif dan signifikan terhadap minat berkunjung kembali, electronic word of mouth berpengaruh positif dan tidak signifikan terhadap minat berkunjung kembali, service quality berpengaruh positif dan signifikan terhadap minat berkunjung kembali. Kata Kunci: citra destinasi, electronic word of mouth, service quality, keputusan berkunjung, minat berkunjung kembali.

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