PENGARUH ELECTRONIC WORD OF MOUTH DAN RISK PERCEPTION TERHADAP MINAT KUNJUNG GENERASI Z MUSLIM PADA WISATA HALAL DI LOMBOK PASCA COVID-19 DENGAN PENDEKATAN TPB

INDRAWAN, SAFITRI PUTRI (2021) PENGARUH ELECTRONIC WORD OF MOUTH DAN RISK PERCEPTION TERHADAP MINAT KUNJUNG GENERASI Z MUSLIM PADA WISATA HALAL DI LOMBOK PASCA COVID-19 DENGAN PENDEKATAN TPB. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Lombok has a beautiful natural beauty which is a Muslim population and Lombok is also one of the islands designated as a halal tourist destination. Currently, the latest tourism trend is halal tourism. The purpose of this study was to see and analyze the effect of the Electronic Word of Mouth and Risk perception on the Interest in Visiting Generation Z on Halal Tourism in Lombok Post-Covid19 with the TPB Approach. The object of this research is the Generation Z. The research was conducted on 217 respondents using a quantitative approach Variance Based Structural Equation Model with Smart-PLS 3.0 analysis tools.The results showed that the Electronic Mouth had a positive and significant effect on the interest of Generation Z Muslims. The results showed that attitudes, subjective norms, and perceived behavioral control had a positive and significant effect on the interest of Generation Z Muslim visits. Meanwhile, risk perception does not significantly affect the interest of Generation Z Muslims. Keywords: Electronic Word of Mouth, Risk Perception, Attitudes, Subjective Norms, Perceived Behavior Control, Visiting Interest, Halal Tourism, Generation Z Muslim, Covid-19, Lombok. Lombok merupakan pulau memiliki keindahan alam yang indah yang mayoritas penduduknya beragama Islam dan Lombok juga sebagai salah satu pulau yang ditetapkan sebagai tujuan wisata halal.. Saat ini tren pariwisata terbaru adalah pariwisata halal. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh Electronic Word of Mouth dan Risk perception terhadap Minat Berkunjung Generasi Z Muslim Pada Wisata Halal di Lombok Pasca Covid-19 dengan Pendekatan TPB. Objek penelitian ini adalah para Generasi Z. Penelitian ini dilakukan terhadap 217 responden dengan menggunakan pendekatan kuantitatif Variance Based Structural Equation Model dengan alat analisis Smart-PLS 3.0. Hasil penelitian menunjukan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap minat berkunjung Generasi Z Muslim. Hasil penelitian menunjukkan sikap, norma subjektif, perceived behaviour control berpengaruh positif dan signifikan terhadap minat kunjungan Generasi Z Muslim. Sedangkan untuk Risk perception tidak signifikan berpengaruh terhadap minat berkunjung Generasi Z Muslim. Kata Kunci: Electronic Word of Mouth, Risk Perception, Sikap, Norma Subjektif, Perceived Behaviour Control, Minat Berkunjung, Wisata Halal, Generasi Z Muslim, Covid-19, Lombok

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