Skripsi S1

Pengaruh City Branding Dan Electronic Word Of Mouth Terhadap Minat Berkunjung Serta Dampaknya Pada Keputusan Berkunjung Ke Destinasi Wisata Kebumen

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ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh city branding dan e-wom terhadap minat berkunjung serta dampaknya pada keputusan berkunjung ke destnasi wisata kebumen. Sampel dalam penelitian ini sebanyak 100 responden dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Metode pengumpulan data dengan kuisoner. Sikap responden diukur dengan skala likert 4 dan data diolah dengan alat bantu SPSS for windows versi 21.0. Metode penelitian menggunakan analisis deskriptif dan statistik (path analysis).Hasil penelitian menujukan bahwa: (1) tidak terdapat pengaruh signifikan secara parsial city branding terhadap minat berkunjung. (2) Terdapat pengaruh signifikan secara parsial electronic word of mouth terhadap minat berkunjung. (3) Tidak terdapat pengaruh signifikan secara parsial city branding terhadap keputusan berkunjung. (4) Terdapat pengaruh signifikan secara parsial electronic word of mouth terhadap minat berkunjung. (5) Terdapat pengaruh signifikan secara parsial minat berkunjung terhadap keputusan berkunjung. (6) Tidak terdapat pengaruh segnifikan secara mediasi yaitu part mediation, city branding terhadap keputusan berkunjung melalui minat berkunjung. (7) Terdapat pengaruh signifikan secara mediasi yaitu full mediation, electronic word of mouth terhadap keputusan berkunjung melalui minat berkunjung.
Kata kunci: city branding, electronic word of mouth, minat berkunjung, keputusan berkunjung.
ABSTRACT
This study aims to determine the effect of city branding and e-women on visiting interest and its impact on the decision to visit Kebumen tourism destination. The sample in this study were 100 respondents using a sampling technique that is purposive sampling. Data collection method by questionnaire. The attitude of the respondents was measured with a Likert 4 scale and the data was processed with SPSS for Windows version 21.0. The research method uses descriptive and statistical analysis (path analysis). The results of the study show that: (1) there is no partially significant effect on city branding on visiting interests. (2) There is a partially significant effect of electronic word of mouth on visiting interests. (3) There is no significant effect partially on city branding on visiting decisions. (4) There is a partially significant effect of electronic word of mouth on visiting interests. (5) There is a partially significant influence of visiting interest on visiting decisions. (6) There is no significant effect of mediation, that is, part mediation, city branding on the decision to visit through interest in visiting. (7) There is a significant mediating influence, namely full mediation, electronic word of mouth on the decision to visit through interest in visiting.
Keywords: city branding, electronic word of mouth, interest in visiting, decision to visit.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.81 Eko p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2019

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Eko Fajar Priambudi

Versi lain/terkait

Lampiran Berkas

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