Pengaruh e-WOM terhadap Minat Berkunjung Ulang Wisatawan Kampung Batu Malakasari - Mohamad Tantra Rizki; Zulfebriges (Bandung Conference Series: Communication Management, 2022)
Abstract. Electronic Word of Mouth or what is known as E-WOM is being widely discussed and we often encounter it on various social media, namely reviews of public figures regarding a product, service, and others. In terms of communication, Electronic Word of Mouth is not only useful in the culinary field, but also has an impact on the tourism sector. The use and design of this strategy is considered effective for the owner of a tourist spot to attract the attention of tourists to make repeat visits. This research focuses on Electronic Word of Mouth because it has more discussion, the way it is delivered, attracts the attention of tourists to visit again, with the object of research being visitors or tourists from Kampung Batu Malakasari. This study entitled The Effect of Electronic Word of Mouth on Tourists' Revisit Interests in the Batu Malakasari Village Tourism Area. The purpose of this study is to understand, study, analyze, and discuss the influence of intensity, valence of opinion, and content of Electronic Word of Mouth (E-WOM) on Tourists' Revisit Interests in the Tourism Area of ​​Kampung Batu Malakasari. his study uses quantitative research methods with a quantitative approach through a simple linear regression test as a statistical test calculation. The results in this study state that electronic word of mouth has a positive influence on interest in revisiting, with the intensity which has no positive effect (with a sig. 0.502), the valence of opinion which has a positive effect (with a sig. 0.009), and the subvariable content in Kampung Batu Malakasari. Abstrak. Electronic Word of Mouth atau yang dikenal E-WOM sedang marak diperbincangkan dan sering kita jumpai di berbagai sosial media, yakni review para public figure mengenai suatu produk, jasa, dan lainnya. Dari sisi komunikasi, Electronic Word of Mouth tidak hanya bermanfaat di bidang kuliner saja, namun juga berdampak bagi bidang pariwisata. Pemanfaatan dan perancangan strategi inilah yang dirasa ampuh bagi sang owner tempat wisata untuk menarik perhatian wisatawan untuk melakukan kunjungan ulang. Penelitian ini fokus dalam Electronic Word of Mouth karena lebih banyak pembahasannya, cara penyampaiannya, menarik perhatian wisatawan untuk berkunjung ulang, dengan objek penelitian pengunjung atau wisatawan Kampung Batu Malakasari. Penelitian ini berjudul Pengaruh Electronic Word of Mouth terhadap Minat Berkunjung Ulang Wisatawan di Kawasan Wisata Kampung Batu Malakasari. Tujuan penelitian ini untuk memahami, mengkaji, menganalisis, dan membahas Pengaruh antara intensity, valence of opinion, dan content Electronic Word of Mouth (E-WOM) terhadap Minat Berkunjung Ulang Wisatawan di Kawasan Wisata Kampung Batu Malakasari. Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan kuantitatif melalui uji regresi linier sederhana sebagai perhitungan uji statistiknya. Hasil pada penelitian ini menyatakan bahwa electronic word of mouth memiliki pengaruh positif terhadap minat berkunjung ulang, dengan sub variabel intensity yang tidak berpengaruh positif (dengan sig. 0,502), sub variabel valence of opinion yang berpengaruh positif (dengan sig. 0,009), dan sub variabel content yang berpengaruh positif (dengan sig. 0,026) terhadap minat berkunjung ulang wisatawan di Kawasan Kampung Batu Malakasari