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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Syahputra, Fandy
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Komunikasi Pemasaran Digital dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Berkunjung pada Ekowisata Mangrove Wonorejo Surabaya Herawati, Andry; Syahputra, Fandy; Lestari, Damajanti Sri
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 4 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i4.11562

Abstract

This study investigates how digital marketing communication and electronic word of mouth (e-WOM) shape tourists’ decisions to visit Wonorejo Mangrove Ecotourism in Surabaya. The research was conducted using a quantitative design with a causal–associative framework, involving 96 respondents selected through purposive sampling. Data were gathered using a structured Likert-scale questionnaire and processed using multiple linear regression analysis. The findings demonstrate that digital marketing communication and e-WOM collectively exert a statistically significant and positive influence on tourists’ visiting decisions. In addition, each variable independently contributes a significant positive effect to the decision-making process. The determination coefficient reveals that a substantial portion of variance in visiting decisions is accounted for by the combined role of digital marketing communication and e-WOM. These results underline the critical role of strengthening digital communication strategies and systematically managing online consumer-generated content to improve destination attractiveness and encourage tourist visitation in ecotourism contexts.
Co-Authors Andry Herawati Lestari, Damajanti Sri