MORALES, DORI HEZA (2022) PENGARUH KUALITAS PELAYANAN, CITRA DESTINASI DAN KEARIFAN LOKAL TERHADAP MINAT BERKUNJUNG KEMBALI KE SABA BADUY DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to examine the effect of Service Quality, Destination Image, and Local Wisdom on Revisit Intention to Saba Baduy with Electronic Word Of Mouth as an intervening variable. This research was conducted using primary data, namely by distributing questionnaires online via google form and disseminated through social media namely Instagram, Line and Whatsapp. The population in this study were domestic tourists who had visited Saba Baduy at least once. The sampling technique used is purposive sampling. The method of analysis in this study uses Component or Variance Based Structural Equation Modeling where the data processing uses the Partial Least Square (Smart-PLS) version 3.2.9 program. The results showed that the variables of Service Quality, Destination Image and Local Wisdom partially each had a positive and significant effect on Electronic Word Of Mouth. While the variables of Service Quality, Destination Image and Electronic Word Of Mouth partially each have a positive and significant effect on Revisit Intention, in contrast to local wisdom which has no significant effect on revisit interest. Keywords : Service Quality, Destination Image, Local Wisdom, Electronic Word Of Mouth, Revisit Intention. Tujuan penelitian ini adalah untuk menguji pengaruh Kualitas Pelayanan, Citra Destinasi, dan Kearifan lokal terhadap Minat Berkunjung Kembali ke Saba Baduy dengan Electronic Word Of Mouth sebagai variabel intervening. Penelitian ini dilakukan dengan menggunakan data primer yaitu dengan penyebaran kuesioner secara online melalui google form dan disebar luaskan melalui sosial media yaitu Instagram, Line dan Whatsapp. Populasi dalam penelitian ini merupakan wisatawan domestik yang pernah minimal satu kali melakukan kunjungan ke Saba Baduy. Teknik sampel yang digunakan adalah purposive sampling. Metode analisis dalam penelitian ini menggunakan Component atau Variance Based Structural Equation Modeling dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.2.9. Hasil penelitian menunjukkan bahwa variabel Kualitas Pelayanan, Citra Destinasi dan Kearifan Lokal secara parsial masingmasing berpengaruh positif dan signifikan terhadap Electronic Word Of Mouth. Sedangkan variabel Kualitas Pelayanan, Citra Destinasi dan Electronic Word Of Mouth secara parsial masing-masing berpengaruh positif dan signifikan terhadap Minat Berkunjung Kembali, berbeda dengan Kearifan Lokal yang tidak berpengaruh signifikan terhadap Minat Berkunjung Kembali. Kata kunci : Kualitas Pelayanan, Citra Destinasi, Kearifan Lokal, Electronic Word Of Mouth, Minat Berkunjung Kembali.
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