Sabrilah, Raisya (2021) PENGARUH VIRAL MARKETING, GROUP REFERENCE DAN AMENITY TERHADAP VISIT INTENTION WISATAWAN KE RANCA UPAS, BANDUNG. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh viral marketing, group reference dan amenity terhadap Visit Intention wisatawan ke Ranca Upas, Bandung. Data dalam penelitian ini diperoleh dari 100 responden dan metode yang digunakan dalam penelitian ini adalah menggunakan pendekatan deskriptif kuantitatif. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara viral marketing, group reference dan amenity terhadap Visit Intention wisatawan ke Ranca Upas, Bandung. Hasil dari penelitian ini menyatakan bahwa variabel viral marketing dan group reference pada hipotesis ditemukan berpengaruh positif dan signifikan terhadap Visit Intention. Sedangkan, variabel amenity pada hipotesis ditemukan berpengaruh tidak positif dan signifikan Visit Intention. Kata Kunci: Viral Marketing, Group Reference,Amenity dan Visit Intention. The main purpose of this research is to examine and analyze the influence of viral marketing, group reference and amenity on visit intention to Ranca Upas, Bandung. The data in this study were obtained from 100 respondents and the method used in this study was to use a quantitative descriptive approach. Data analysis in this study used an alternative method of structural equation modeling (SEM), namely partial least square (PLS). The first stage in this study was to test the validity of the questions for each variable and its reliability. The second stage examines the relationship between viral marketing, group reference and amenity on visit intention to Ranca Upas, Bandung. The results of this study state that two variables that contains of viral marketing and group reference hypotheses are found to be positive and significant on visit intention. On the other hand, the amenity variable are found to negative and significant on visit intention. Keywords: Viral Marketing, Group Reference,Amenity and intention to visit.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120037 |
| Uncontrolled Keywords: | Viral Marketing, Group Reference,Amenity dan Visit Intention. Viral Marketing, Group Reference,Amenity and intention to visit. |
| 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: | RIA SYAFITRI |
| Date Deposited: | 01 Sep 2022 08:20 |
| Last Modified: | 01 Sep 2022 08:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/68757 |
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