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All Journal Journal of Tourism and Creativity
Saraswati, Nyoman Galuh Narendraswari
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Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh E-WOM Pada Media Sosial Terhadap Keputusan Berkunjung Wisatawan Gen Z Ke Kawasan Strategis Pariwisata Daerah Canggu Saraswati, Nyoman Galuh Narendraswari; Widana, Ida Bagus Gede Agung; Liestiandre, Hanugerah Kristiono
Journal of Tourism and Creativity Vol. 8 No. 1 (2024): Pemberdayaan Masyarakat
Publisher : Rumah Jurnal UNEJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/jtc.v8i1.45513

Abstract

This study aims to determine the effect of e-wom variables, including the dimensions of intensity, positive valence, negative valence, and content, partially or simultaneously on the decision to visit Gen Z tourists in the Canggu KSPD. The population in this study were domestic tourists, generation Z, with a sample size of 322 respondents using a non-probability sampling technique. Data collection was carried out through a survey method using a research instrument in the form of a questionnaire. The analysis technique used is multiple linear regression analysis. The results of this study indicate that there is an influence of the e-WOM dimensions of intensity, positive valence, negative valence, and content, which have a significant effect partially and simultaneously.
Co-Authors Kristiono Liestiandre, Hanugerah Widana, Ida Bagus Gede Agung