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All Journal Transformasi Eksplorasi Adi Widya : Jurnal Pengabdian Masyarakat Solidaritas PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) JURNAL PENGABDI PRoMEDIA Jurnal Common JURNAL PUBLISITAS Jurnal Komunikasi Islam Research Fair Unisri Jurnal Mediakita : Jurnal Komunikasi dan Penyiaran Islam
Buddy Riyanto
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Religion Arts Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Social Sciences Other

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Journal : JURNAL PUBLISITAS

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Pengaruh Electronic-Word of Mouth pada Media Sosial Instagram dan Citra Destinasi terhadap Keputusan Pembelian (Survei pada Pengunjung Objek Wisata Kemuning Sky Hills) Murti, Nova Wisnu; Riyanto, Buddy; Itasari, Andri Astuti
Jurnal Publisitas Vol 11 No 1 (2024): Oktober
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM), Sekolah Tinggi Ilmu Sosial dan Ilmu Politik (STISIPOL) Candradimuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37858/publisitas.v11i1.461

Abstract

In the tourism industry, integrated marketing communications via Instagram plays an important role in influencing consumer purchasing decisions. This communication includes word of mouth information using electronic media (e-WOM) and other factors, such as destination image. This research was prepared and researched to see and find out whether Electronic Word of Mouth (e-WOM) on Instagram social media and destination image influence tourists' purchasing choices at Kemuning Sky Hills. The preparation of this scientific work was carried out using multiple linear regression model analysis using explanatory methods and using a quantitative approach. The object of this research is the Kemuning Sky Hills tourist attraction with visitors to the Kemuning Sky Hills tourist attraction who use Instagram social media as research subjects. The testing method used in this study is non-probability sampling, namely the Accidental Sampling type of testing. Important information was collected by distributing surveys to 96 respondents. From the final results of the research, a statement was obtained where E-WOM and destination image influenced purchasing choices with a significance result of 0.000 (p<0.05). Meanwhile, the t-count of e-WOM on purchasing decisions is 4.772 and the p-value is 0.000 (p<0.05). On the other hand, a t-value of 6.492 was obtained from the destination image variable and a p-value of 0.000 (p<0.05). The F-count for the simultaneous test in this study was 56.275 and the p-value was 0.000 (p<0.05). Therefore, the speculations H1, H2, and H3 can be accepted and acknowledged, namely that e-WOM and destination image have an impact or influence of 53.8% on purchasing decisions.
Co-Authors Agnestasya, Adhelina Aji, Haryo Kusumo Akbar, Ichlasul Amara, Ayunita Rizky Amelia, Kurnia Andri Astuti Intisari Andri Astuti Itasari Anindia Yulias Putri, Hayu Arief Wicaksono, Arief Arifa Rahma, Zahwa Zanuba Armaretta, Gita Dinda Arumsari, Pasadena Sitoresmi Aryo Paramartha Assalami, Ibnu Fajar Astuti I, Andri Astuti Itasari, Andri Astuti, Fani Nur Astutik, Mellyta Tri Puji Bahari, Puspalangit Pratika Bella Ayu, Mukti Catur Surya Waskitawati Corniawan, Deddy Daffa Saputra, Arigo Damayanti, Septina Danang Risdianto, Danang Devinka, Tri Vena Devira, Agnes Dian Esti Nurati Dita Puspitasari Dolarosa, Fernanda Ilsavia Dwi Lestari Ningsih Fatmawati, Rosiana Fani Febriani, Yesika Amanda Firmandika, Rifky Wananda H.T.S, Yonatan Krisna Harjutri, Sri Haryo Kusumo Aji Hendrawan, Titan Venus Hendriyanto, M Herawati, Dewi Maria Herlambang, Diofanny Herning Suryo Hindra H, Nurnawati Hindra Hastuti, Nurnawati Hindra, Nurnawati Indri Ervani Sihaloho Irawati, Aci Diana Ayu Itasari, Andri Astuti Ja'far Shadiq, Husayn Karisma Putra, Abram Widya Kusuma, Aretha Ratri Kusumawardani, Ria Kusumo Aji, Haryo Luthfi, Atsilia Rofi'atul M Sarungu, Lukas Mahar Rizqi, Fikriana Mahendra, Yoga Dhimas Mahendra, Yushak Marfu'ah, Isgiyanti Maserona, Lukas Maya Sekar Wangi Meilyasari, Monica Melianto Suharno, Okta Mentari Matahati, Pratiwi Monica Puspitaningrum, Veronica Muadz Muadz, Muadz Murti, Nova Wisnu Musthova, Ivan Pambudi, Tata Luhur Pramuwardani, Nur Fitri Dwi Prasetyo, Dhimas Irga Puspitasari, Putri Mia Putranto, Rahardian Cahyo Putri, Okta Tri Rizki Mardiyanti Rizky Puteri Santoso, Salsabilla Natasya Rosadi, Achmad S Siswanto Saiful Bahri Sardjono, Herning Suryo Sari, Nanda Puspita Sarjono, Herning Suryo Sarungu, Lukas Maserona Sarwosri, Indah Sekarwangi, Maya Setiawan, Ardy Sihabuddin Sihabuddin, Sihabuddin Siswanta Siswanta, Siswanta Sudiro, Gerda Putri Suffi Al-Amin, Muhammad Kamil Suryo S, Herning Suryo Sardjono, Herning Triyandartoko, Adhi Tungki Purbo Wicaksono, Bima Umayah Wibowo, Ardhadhadhali Sena Widiyowati, Estu Yossa, Damianus Yuliyanti, Nita