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All Journal Journal of Innovative and Creativity
Taofik Hidayat
Sekolah Tinggi Ilmu Ekonomi Yasa Anggana
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analisis Pengaruh Electronic Word of Mouth (EWOM) dalam Mempengaruhi Keputusan Berkunjung ke Dinoland Garut Taofik Hidayat; Andi Muhammad Rudhan; Lisna Rindiani
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.7067

Abstract

Rapid developments in digital technology have made information about tourist destinations more accessible to the public, one of which is through Electronic Word of Mouth (EWOM). This study aims to analyse the influence of EWOM on the decision to visit Dinoland Garut. This study uses a quantitative approach with descriptive and associative methods. The population in this study was visitors to Dinoland Garut, with sampling techniques using incidental non-probability sampling. The number of samples used was 68 respondents, selected based on specific criteria. Data was collected through questionnaires distributed directly to visitors who had visited Dinoland. The results showed that there was a significant influence between EWOM and the decision to visit. Good information management through digital platforms can increase visitor interest, thereby increasing the decision to visit. The implication of this study is that tourism destination managers need to utilise EWOM as a marketing strategy to increase the number of visitors and improve the image of tourism destinations in the public eye.
Pengaruh Citra Merek dan Promosi terhadap Keputusan Pembelian Layanan IndiHome pada PT Global Bahana Karya Garut Taofik Hidayat; Seliana Nurdianty
Journal of Innovative and Creativity (Joecy) Vol. 6 No. 2 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i2.12891

Abstract

The increasingly intense competition in the telecommunications industry requires companies to establish a strong brand image and implement effective promotional strategies to enhance consumers' purchasing decisions. This study aims to examine the influence of brand image and promotion on the purchasing decisions of customers at PT Global Bahana Karya Garut. The research employed a quantitative approach with an associative research design. The sample consisted of 68 customers selected using a purposive sampling technique. Data were collected through a structured questionnaire and analyzed using descriptive statistics, validity and reliability tests, Spearman rank correlation analysis, coefficient of determination, t-test, and F-test with the assistance of IBM SPSS Statistics version 26. The findings indicate that brand image has a positive and significant relationship with purchasing decisions, with a correlation coefficient of 0.748, while promotion also demonstrates a positive and significant relationship with purchasing decisions, with a correlation coefficient of 0.688. Simultaneously, brand image and promotion exhibit a very strong relationship with purchasing decisions, with a multiple correlation coefficient of 0.842, explaining 71.0% of the variance in purchasing decisions. These findings suggest that strengthening brand image, supported by effective promotional strategies, plays a crucial role in enhancing customers' purchasing decisions. Therefore, companies should continuously optimize brand image management and promotional activities to improve competitiveness and maintain customer loyalty.
Co-Authors Andi Muhammad Rudhan Lisna Rindiani Seliana Nurdianty