Efektifitas Electronic Word of Mouth (e-wom) melalui Media Sosial pada Ekowisata Bahari di Sumatera Barat
(1) FAKULTAS EKONOMI - UNIVERSITAS ANDALAS
(*) Corresponding Author
Abstrak
Penelitian ini bertujuan untuk menginvestigasi efektifitas electronic word of mouth (e-wom) melalui media sosial dan kepuasan pengunjung pada destinasi wisata terhadap keinginan untuk peduli terhadap lingkungan (pro-environmental behavioral intention). Pro-environmental behavioral intention wisatawan yang dipengaruhi oleh e-wom dan kepuasan destinasi diidentifikasi dalam penelitian ini melalui teknik analisa kuantitatif dengan pengujian hipotesis. Teknik pengambilan sampel dalam penelitian ini yaitu purposive sampling dengan menetapkan kriteria responden yaitu wisatawan lokal dan nasional yang pernah mengunjungi destinasi wisata bahari di Sumatera Barat. 146 orang responden terkumpul sebagai sampel dalam penelitian ini. Kuisioner online melalui googledocs digunakan sebagai media untuk mengumpulkan data. Penelitian ini menggunakan software smartPLS 2.0 M3 untuk menguji pengaruh antar variabel yang dianalisa pada level first-order construct. Hasil penelitian menunjukkan bahwa kepuasan pengunjung terhadap destinasi dan electronic word of mouth (e-wom) menjadi variabel determinan konstruk pro-environmental behavioral intention. Kepusan pengunjung telah menjadi anteseden munculnya perilaku berbagi informasi dari mulut ke mulut di media sosial melalui minat kesediaan pengunjung untuk menampilkan keindahan objek ekowisata bahari melalui gambar maupun teks.
Kata kunci: Electronic Word of Mouth (e-wom), kepuasan destinasi, Pro-environmental behavioral intention, smartPLS 2.0 M3, first-order construct.
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 | Alamat Redaksi : Departemen Sistem Informasi, Fakultas Teknologi Informasi Universitas Andalas Kampus Limau Manis, Padang 25163, Sumatera Barat email: teknosi@fti.unand.ac.id |
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