PENGARUH ELECTRONIC WORD OF MOUTH, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN BERKUNJUNG KE OWABONG DI PURBALINGGA
DOI:
https://doi.org/10.52300/jemba.v3i1.7898Keywords:
Electronic Word of Mouth, , Quality of Service,, Promotion,, Visiting DecisionsAbstract
The purpose of this study is to analyze the variables of electronic word of mouth, quality of service, and promotion of visiting decisions to Owabong visitors in Purbalingga Regency. The sample in the study was tourists who had made a visit to Owabong. Sampling in this study used a purposive sampling approach. Based on the criteria, the sample number of 120 respondents was obtained. The results explained that the variables of electronic word of mouth, quality of service, and promotion simultaneously have a significant effect on visiting decisions. The electronic word of mouth partially had a positive and significant effect on visiting decisions. The quality of service partially affects positively and significantly on visiting decisions. Promotion partially affects positively and insignificantly on visiting decisions.
keyword :Electronic Word of Mouth, Quality of Service, Promotion and Visiting Decisions
Downloads
References
Abdullah, T., & Tantri, F. (2017). Manajemen pemasaran. PT Rajagrafindo Persada.
Alcocer, N. H. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Psychology, 8, 1–4.
Alma, B. (2020). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Asikin, N., Taufik, M., & Nawangsih. (2019). Pengaruh kualitas pelayanan dan word of mouth terhadap keputusan berkunjung (Studi pada pengunjung kolam renang Veteran Lumajang). Progress Conference, 2, 597–603.
Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2, 433–445.
Dani, Y. P., & Thamrin. (2019). Pengaruh atribut produk wisata dan electronic word of mouth (E-WOM) terhadap keputusan berkunjung pada kawasan wisata Mandeh. Jurnal Kajian Manajemen dan Wirausaha, 1(1), 283–295.
Dinas Kepemudaan, Olahraga, dan Pariwisata Provinsi Jawa Tengah. (2018). Buku saku pariwisata 2018.
Dinas Kepemudaan, Olahraga, dan Pariwisata Provinsi Jawa Tengah. (2019). Buku saku pariwisata 2019.
Dinas Kepemudaan, Olahraga, dan Pariwisata Provinsi Jawa Tengah. (2016). Statistik pariwisata Jawa Tengah 2016.
Dinas Kepemudaan, Olahraga, dan Pariwisata Provinsi Jawa Tengah. (2017). Statistik pariwisata Jawa Tengah 2017.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Imaduddin, B., & Bahari, A. F. (2021). Analisis peningkatan keputusan kunjungan wisatawan melalui promosi, prasarana, dan pelayanan. AkMen, 18(1), 28–35.
Kotler, P., & Keller, K. L. (2013). Manajemen pemasaran (13th ed.). Erlangga.
Kristinae, V., Sambung, R., Meitiana, M., Mering, L., Dwiatmadja, C., & Tunjang, H. (2023). Application of RBV theory in entrepreneurial orientation, dynamic capability and customer relationship management. Uncertain Supply Chain Management, 11(2), 707–712.
Kumalasari, R. D., Gutama, W. A., & Pratiwi, D. E. (2018). Analisis pengaruh electronic word of mouth (eWOM) terhadap keputusan berkunjung ke Agrowisata Café Sawah Pujon Kidul. HABITAT, 29(2), 65–75.
Lendra, L., Gawei, A. B. P., Sintani, L., Afanda, D. M., & Tjakra, J. (2023). The assessment of occupational safety and health risk management on construction projects during the Covid-19 pandemic. International Journal of Disaster Management, 6(1), 1–18.
Pasaribu, K. V., & Yuliawati. (2019). Pengaruh dimensi electronic word of mouth terhadap keputusan berkunjung dan kepuasan konsumen. JAD, 2(2), 99–112.
Peter, J. P., & Olson, J. C. (2014). Perilaku konsumen dan strategi pemasaran. Salemba Empat.
Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh electronic word of mouth (E-WOM) dan viral marketing terhadap minat berkunjung dan keputusan berkunjung. Jurnal Sketsa Bisnis, 6(1), 13–21.
Rofiah, C. (2020). Pengaruh electronic word of mouth terhadap keputusan berkunjung dimediasi oleh citra destinasi. JMD, 3(1), 32–39.
S, M. Y., Amri., & Erwin. (2019). Pengaruh strategi promosi, daya tarik wisata, dan kualitas pelayanan terhadap keputusan berkunjung yang berdampak kepada kepuasan wisatawan di Kota Pangkalpinang. JEM, 5(1), 160–179.
Sangadji, E. M., & Sopiah. (2013). Perilaku konsumen pendekatan praktis disertai himpunan jurnal penelitian. ANDI.
Sihabudin. (2019). Pengaruh marketing public relation dan kualitas pelayanan terhadap keputusan berkunjung ke Wonderland Adventure Waterpark. Open Journal System, 13(8), 1537–1545.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sunyoto, D. (2019). Dasar-dasar manajemen pemasaran (Konsep, strategi dan kasus). CAPS.
Supryadi, D. I., & Sutanto, H. (2018). E-WOM (electronic word of mouth): Dimensi dan pengaruhnya terhadap keputusan berkunjung wisatawan ke Gili Matra di Kabupaten Lombok Utara (KLU). EKONOBIS, 4(2), 69–88.
Susanti, N. D., Aryati, I., & Damayanti, R. (2019). Historis, daya tarik wisata dan electronic word of mouth (E-WOM) terhadap keputusan berkunjung di De Tjolomadoe. Jurnal Riset Bisnis dan Manajemen, 12(2), 59–63.
Susilawati, H. (2017). Pengaruh electronic word of mouth terhadap keputusan berkunjung di Sindu Kusuma Edupark. Jurnal Khasanah Ilmu, 8(2), 32–38.
Sutjiono, C. F., & Mulyandi, M. R. (2020). Pengaruh electronic word of mouth melalui Facebook fanspage terhadap keputusan berkunjung di Penguin Waterpark Cikarang. Jurnal Syntax Transformation, 1(5), 89–93.
Tjiptono, F. (2008). Strategi pemasaran (3rd ed.). ANDI.
Wahyuni, S., & Laily, N. (2017). Pengaruh produk, harga, promosi, dan lokasi terhadap keputusan berkunjung The Legend Waterpark. Jurnal Ilmu dan Riset Manajemen, 6(8), 1–18.
Wanto, M., Meitiana, & Harinie, L. T. (2023). How dedication to the inspectorate of Central Kalimantan Province affects the competence and ethics of internal government supervisory apparatus? Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik, 13(1), 383–392.
Yunita, D., & Ali, H. (2017). Model of purchasing decision (Renting) of generator set: Analysis of product quality, price and service at PT. Hartekprima Listrindo. Scholars Journal of Economics, Business, and Management, 4(11), 833–841.
