The Effect of Travel Vlogs as Electronic Word of Mouth and Destination Image on the Satisfaction and Loyalty of Millennial Tourists Visiting Nusa Penida Island

Satisfaction and loyalty become a measure of the success of a tourist destination. Electronic word of mouth and destination image are two factors that can affect the satisfaction and loyalty of millennial tourists who visit a tourist destination. The purposes of this study were 1) To analyze the effect of travel vlogs as electronic word of mouth on satisfaction and loyalty of millennial tourists visiting Nusa Penida Island, 2) To analyze the effect of destination image on satisfaction and loyalty of millennial tourists visiting Nusa Penida Island, 3) to analyze the effect of satisfaction on the loyalty of millennial tourists who visit Nusa Penida Island. This research was used quantitative method involving 100 respondents who are millennial tourists visiting Nusa Penida Island. Sampling was done by purposive sampling method and analysis using Structural Equation Model (SEM) with SmartPLS 3.0 software. The results showed that 1) travel vlog as electronic word of mouth had significant effect on satisfaction and destination image had significant effect on satisfaction 2) travel vlog as an electronic word of mouth had significant effect on loyalty and destination image had not significant effect on loyalty, 3) Satisfaction had significant effect on loyalty. Other results showed that 81% of millennial tourists use social media as a source of information about Nusa Penida Island.


INTRODUCTION
The Nusa Penida Island area is known to have marine tourism potential with the uniqueness of white sand beaches, very blue and clear sea conditions, the beauty of coral reefs, and there are various types of colorful fish.
Nusa Penida Island is one of the tourist destinations that millennial tourists are ogling through social media.Starting with the attractiveness of beauty that is shared through social media in the form of visual photos and videos, Nusa Penida Island is starting to be known by millennial tourists.Ali and Purwandani (2017) mention that the millennial generation are those born between 1980 and 2000, the millennial generation is known as a generation that follows trends in social media, including tourism trends that are developing.
The millennial generation grew up in an environment that tends to travel as a social lifestyle trend, when compared to the previous generation, the millennial generation is known as a generation that is active in traveling and adventuring.In line with this rapid technological development, destinations cannot rely solely on traditional marketing approaches (Pitana and Pitanatri, 2016).The millennial generation, which is often referred to as the digital native generation, is closely related to the use of social media to share information by word of mouth or often known as electronic word of mouth.In contrast to Traditional Word of Mouth which is usually delivered directly or face-to-face, E-WOM uses internet media which is usually delivered through social media (Charo et al., 2015).
One of the most frequently accessed social media is Youtube, quoted from Katadata (2019) (Sudiarta, 2012).Realizing a positive destination image is always associated with how to meet the needs and desires of tourists.
The growth of a positive destination image certainly affects the satisfaction and loyalty of tourists to a tourist destination.
In this case, tourist satisfaction has a big role in building tourist loyalty, where tourists who feel satisfied after coming to visit will tend to have the possibility to return to visit these destinations in the future and are willing to provide recommendations to others to visit. to Nusa Penida Island.

Tourist Satisfaction
According to Day in Tjiptono (2004) consumer satisfaction is a response to the perceived evaluation of expectations and actual performance or perceived benefits after using a product or service.In this study, the value can be in the form of feelings felt by tourists when visiting tourist destinations.If the value felt by tourists has reached or exceeded expectations, it can be said that the tourists are satisfied.

Loyalty
Loyalty is a consumer's commitment to a brand, store, or supplier based on a positive attitude and is reflected in consistent purchases (Tjiptono, 2004).Meanwhile, according to Kotler and Keller (2012) loyalty is a measure of consumer attachment to a product that is manifested in the desire to recommend it to others.

RESEARCH METHODS
This study applies a quantitative approach, the study was conducted to

Validity and Reliability Testing Result
The Fornell-Larcker provision in Ghozali (2014)  The following is direct impact of description of exogen variable toward endogen variable based on Table 5 above: (1) Electronic word of mouth and Tiktok.
with the percentage of 21% are tourists from the Province of Jakarta and foreign millennial tourists with the percentage of 22%, are tourists from Australia, millennial tourists with the percentage of, 33%, are tourists with type of work as private employees, millennial tourists with the percentage of 50%, are millennial tourists who come to visit with friends, millennial tourists with percentage of 46% are tourists who visit Nusa Penida Island for 2 days, millennial tourists with percentage of 81% are millennial tourists who get information related to Nusa Penida Island destinations from social media.Structural Equation Modelling (SEM) Analysis The influence of electronic word of mouth and destination image variables on tourist satisfaction which can affect tourist loyalty is modeled into a structural equation model which is analyzed using Structural Equation Modeling analysis.The structural model in this research is as shown in Figure 1 as follows.

Figure
Figure 1: Structural Equation Modeling with the value of original sample -0.179 and P Value 0.034; (3) The variable of tourist satisfaction has a positive and significant effect on tourist loyalty with an original sample value of 1.267 and a P Value of 0.000; (4) The electronic word of mouth variable has a positive and significant effect on tourist loyalty with an original sample value of 0.613 and a P Value of 0.004; and (5) The destination image variable has no significant effect on tourist loyalty with an original sample value of 0.24 and a P Value of 0.918.The Effect of Travel Vlogs as Electronic Word of Mouth Media on Satisfaction The results of testing the effect of travel vlogs as electronic word of mouth on tourist satisfaction with the original sample value of 1.073 and the P Value of 0.000 <0.05.Based on the test results, it can be stated that the first hypothesis is accepted, which means that travel vlogs as electronic word of mouth have a positive and significant effect on the satisfaction of millennial tourists visiting Nusa Penida Island.This is in line with research conducted by Kurniawan and Maftukhah (2020) results of testing the influence of destination image on tourist satisfaction with the original sample value of -0.179 and the P Value of 0.034 <0.050.Based on the results of these tests, it can be stated that the second hypothesis is accepted, which means that the image of the destination has a significant negative effect on the satisfaction of millennial tourists visiting Nusa Penida Island (opposite direction).The results of the study are not relevant to the results of previous research conducted by Chiu, Zeng and Cheng (2016) which states that the image of the destination has a positive influence on tourist satisfaction.But unfortunately, this is not in line with the results of this study where the image of the destination has a significant negative effect on the satisfaction of millennial tourists visiting Nusa Penida Island, this shows that the better the image of the destination, the satisfaction of tourists will decrease.The Effect of Satisfaction on Loyalty Based on the results of testing the influence of tourist satisfaction on tourist loyalty with the original sample value of 1,267 and the P Value of 0.000 < 0.050.Based on the results of these tests, it can be stated that the third hypothesis is accepted, which means that satisfaction has a positive and significant effect on the loyalty of millennial tourists visiting Nusa Penida Island.The results of the study are in line with research conducted by Wiranatha, Suryawardani and Bendesa (2016) which shows that tourist satisfaction has a significant and positive influence on marine tourism loyalty.Satisfaction is the key to tourist loyalty, where satisfied tourists will come to visit again and recommend the tourist destination to others.The Effect of Travel Vlog as Electronic Word of Mouth on the Loyalty Based on the testing of influence of travel vlog as electronic word of mouth on tourists' loyalty with original sample value of -0.746 and P Value for 0.008 < 0,050.Based on the testing it can be declared that the fourth hypothesis can be accepted which mean that travel vlog as electronic mouth has negative impact on millennial tourist loyalty who make visit to Nusa Penida island; it means that the increase of the usage of electronic word of mouth does not give influence on millennial tourist loyalty Video as a visual communication medium is important in the reality of tourismunfortunately, there are still many travel vlogs that have not shown the facts of the overall condition of the destination, such as damaged roads and damaged access to tourist destinations on Nusa Penida Island.Where in this case the travel vloggers should be able to explain the reality of tourist destinations not only regarding the attractiveness of the destination but also must tell the reality of the shortcomings that are still related to the tourist The Effect of Destination Image on Tourist Loyalty Based on the results of testing the influence of destination image on tourist loyalty, the original sample value is 0.251 and the P Value is 0.108 > 0.050.Based on the test results, it can be stated that the fifth hypothesis is rejected, which means that the image of the destination has no significant effect on the loyalty of millennial tourists visiting Nusa Penida Island.The results of the study are not in line with previous research conducted by Zhang et al. (2014) showing that affective image has a significant effect on tourist loyalty.The results showed that the mean value of the IMA3 indicator of 4.30 was the lowest value, which means that tourists have not fully felt comfortable while on the island of Nusa Penida (affective image).Sudiarta (2012) also explained that the image of a destination is always associated with how to understand tourists, how to meet the needs and desires of tourists.Therefore, in realizing a positive destination image, it is necessary to make efforts to build infrastructure that will support tourist comfort.The Influence of Travel Vlog as Electronic Word of mouth on the Loyalty with Satisfactory Mediation The results of testing the effect of travel vlogs as electronic word of mouth on loyalty through mediation of satisfaction with the original sample value of 1.359 and the P Value of 0.000 <0.05.Based on the results of these tests, it can be stated that travel vlogs as electronic word of mouth have a positive and significant effect on the loyalty of millennial tourists visiting Nusa Penida Island through mediation of satisfaction.The results of this research are in line with research conducted by Putra (2017) which shows the results of electronic word of mouth have a significant positive effect on tourist loyalty through mediation of satisfaction.Travel vlogs as electronic word of mouth can play a role in stimulating millennial tourists to come back to visit Nusa Penida Island if the tourists feel satisfied on their previous visits (loyal).The Effect of Destination Image on Loyalty with Satisfaction Mediation The results of testing the effect of destination image on loyalty through mediation of satisfaction with the original sample value of -0.227 and the P Value of 0.049 <0.05.Based on the results of these tests, it can be stated that the image of the destination has a negative and significant effect on the loyalty of millennial tourists visiting Nusa Penida Island through mediation of satisfaction.Sudiarta (2012) explained that the image of a destination is always associated with how to understand, fulfill the needs and desires of tourists.In essence, in building a positive image is to build a strategy to achieve tourist satisfaction and have an impact on tourist loyalty.But unfortunately, the theory is not in line with the results of the study, where the results of the study show a significant negative effect, which means that a good image will decrease tourist loyalty (opposite direction).The image of the Nusa Penida Island destination has a very good average score of 4.52, but considering the lifestyle of the millennial generation is a generation of productive age who likes adventure exploring new destinations.Therefore, after the bucket list to visit Nusa Penida Island has been realized, millennial tourists tend to want to visit other tourist destinations that have never been visited.CONCLUSION Based on the results of research and discussion on the Effect of Travel Vlogs as Electronic Word of Mouth and Destination Image on the Satisfaction and Loyalty of Millennial Tourists Who Visit Nusa Penida Island, it can be concluded as follows: (1) The results show that travel vlogs as electronic word of mouth has a significant effect on the satisfaction of millennial tourists visiting Nusa Penida Island and the image of the destination also has a significant effect on the satisfaction of millennial tourists visiting Nusa Penida Island; (2) The results show that travel vlogs as electronic word of mouth has a significant effect on the loyalty of millennial tourists who visit Nusa Penida Island and the image of the destination does not significantly affect the loyalty of millennial tourists who visit Nusa Penida Island; and (3) The results show that millennial tourist satisfaction has a significant effect on the loyalty of millennial tourists visiting Nusa Penida Island.Seeing the importance of the role of social media in the tourism industry, it is recommended to the Klungkung Tourism Office to develop the social media Youtube as a digital marketing media in introducing the tourist attraction of Nusa Penida Island.In addition, the Klungkung Tourism Office can also collaborate with Travel Vloggers to create travel vlog video content related to introducing the attractiveness of Nusa Penida Island to attract more attention from tourists to visit.Based on the results of the study, it shows that the image of the destination has a significant negative effect on millennial tourist satisfaction and the image of the destination has no significant effect on the loyalty of millennial tourists.When viewed from the lowest mean value on the destination image variables, namely the IMA3 indicator (I feel comfortable while in Nusa Penida) with a value of 4.30, the comfort of millennial tourists has not been met.As well as the lowest mean value on the tourist satisfaction variable, tourists are always synonymous with the use of social media, further research can also expand the role of electronic word of mouth on the satisfaction and loyalty of millennial tourists visiting Nusa Penida Island as seen from the role of using other social media such as Instagram.