PENGARUH E-WOM DAN MODAL SOSIAL TERHADAP PERTUMBUHAN BUMDES MELALUI KEPUTUSAN PENGUNJUNG (Studi Kasus: Agrowisata Sumber Gempong, Ketapanrame): The Influence of E-WOM and Social Capital on the Growth of Village-Owned Enterprises (BUMDes) Through Visitor Decisions (Case Study: Sumber Gempong Agrotourism, Ketapanrame) - Dakhi, Karma Bakti; Susilo, Achmadi; Wanto, Hary Sastrya (Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabaya, 2025)
Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word-of-Mouth (E-WOM) dan Modal Sosial terhadap pertumbuhan BUMDes Mutiara Welirang dalam sektor agrowisata melalui Keputusan Berkunjung, serta mengidentifikasi faktor lain yang berpengaruh. Penelitian kuantitatif dengan pendekatan deskriptif ini menggunakan data primer dari kuesioner dan data sekunder. Metode analisis data menggunakan Structural Equation Modeling (SEM)–Partial Least Squares (PLS) dengan perangkat lunak SmartPLS 4. Hasil analisis menunjukkan bahwa E-WOM dan Modal Sosial memiliki pengaruh yang signifikan dan positif terhadap pertumbuhan BUMDes, baik secara langsung maupun tidak langsung melalui Keputusan Berkunjung. Hasil uji mediasi membuktikan bahwa Keputusan Berkunjung secara signifikan dan positif memediasi pengaruh E-WOM dan Modal Sosial terhadap pertumbuhan BUMDes. Temuan ini diperkuat oleh nilai R-square sebesar 61,2%, yang mengindikasikan bahwa hubungan antara variabel independen dan mediator tersebut mampu menjelaskan sebagian besar (mayoritas) faktor-faktor yang mempengaruhi pertumbuhan BUMDes Mutiara Welirang di sektor agrowisata. Implikasinya, strategi pengembangan agrowisata harus mengintegrasikan pembangunan reputasi digital (E-WOM) dan penguatan jejaring komunitas (Modal Sosial) untuk mendorong kunjungan wisatawan dan pertumbuhan usaha yang berkelanjutan. Kata kunci: Agrowisata, E-WOM, Keputusan Pengunjung, Modal Sosial, Pertumbuhan BUMDes. This study aims to analyze the influence of Electronic Word-of-Mouth (E-WOM) and Social Capital on the growth of BUMDes Mutiara Welirang in the agrotourism sector through Visiting Decisions, as well as identifying other influential factors. This quantitative research with a descriptive approach uses primary data from questionnaires and secondary data. The data analysis method uses Structural Equation Modeling (SEM)–Partial Least Squares (PLS) with SmartPLS 4 software. The results of the analysis show that E-WOM and Social Capital have a significant and positive influence on the growth of BUMDes, both directly and indirectly through Visiting Decisions. The results of the mediation test prove that Visiting Decisions significantly and positively mediate the influence of E-WOM and Social Capital on the growth of BUMDes. This finding is strengthened by the R-square value of 61.2%, which indicates that the relationship between the independent variables and the mediator is able to explain most (the majority) of the factors that influence the growth of BUMDes Mutiara Welirang in the agrotourism sector. The implication is that agrotourism development strategies must integrate digital reputation building (E-WOM) and strengthening community networks (Social Capital) to encourage tourist visits and sustainable business growth. Keywords: Agrotourism, E-WOM, Visitor Decisions, Social Capital, BUMDes Growth.