PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN NUSANTARA KE BALI ZOO PADA ERA NEW NORMAL
Abstract
Electronic Word Of Mouth (EWOM) is a positive or negative statement that is formed from the opinions of consumers, both prospective and former consumers of a product that can be accessed by a wide audience in cyberspace. The number of tourists visiting Bali Zoo cannot be separated from promotions carried out through social media which makes it easy to convey information about their products or services in various forms such as text, images and videos. This study aims to determine the effect of Intensity, Content, Valence of Opinion on the Decision of Domestic Tourists to Visit Bali Zoo in the new normal era. The research method used ordinal regression analysis. The sampling technique was taken by purposive sampling and data were collected 100 respondents of domestic tourists who had visited the Bali Zoo in the new normal era. Data collection techniques used in this study by means of observation, documentation, questionnaires and literature study. Ordinal regression results on parameter estimates for test results on electronic word of mouth variables with indicators X1.1, X2.2, X3.1 and X3.3 obtained sig. 0.044 (0.05), 0.006 (0.05), 0.023 (0.05), and 0.000 (0.05) with an estimated value for X1.1 of 4.047, X2.2 of 7540, X3.1 of 5206, and X3.3 of 12,643. H4a is accepted and H4o is rejected. It is examined that EWOM affect the decision of tourist to visit Bali Zoo in the new normal era.
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References
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Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitataif Dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Sulthana, A. N., & Vasantha, S. (2019). Influence of Electronic Word of Mouth EWOM on purchase intention. International Journal of Scientific & Technology Research, 8(10), 1-5.
Suwena, I Ketut dan I Gst Ngr Widyatmaja. (2017). Pengetahuan Dasar Ilmu Pariwisata. Denpasar: Udayana University Press.
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Tjiptono, S., Basu dan T. Hani Handoko. 2000. Manajemen Pemasaran Analisa Perilaku Konsumen.Yogyakarta : BPFE UGM
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Amalia, J.R., 2020. Pengaruh Terpaan Media Sosial Instagram Dan Electronic Word of Mouth Terhadap Minat Kunjung Wisatawan (Studi Akun Instagram@ Museum_Bi Dan Electronic Word of Mouth Terhadap Pengikut Instagram Museum Bank Indonesia) (Doctoral dissertation).
Aprilia, F. and Kusumawati, A., 2021. Influence of Electronic Word of Mouth on Visitor's Interest to Tourism Destinations. The Journal of Asian Finance, Economics, and Business, 8(2), pp.993-1003.
Bali Zoo. 2020. Visitor Info Tickets. [Online] Tersedia di: Bali Zoo - Tickets (bali-zoo.com) [diakses 17 September 2021]
Basu Swastha dan T. Hani Handoko, (2000). Manajemen Pemasaran (Analisa Perilaku Konsumen), Yogyakarta : BPFE UGM.
Cheung, C.M., Lee, M.K. and Thadani, D.R., 2009. The impact of positive electronic word-of-mouth on consumer online purchasing decision. In World Summit on Knowledge Society (pp. 501-510).
Goldsmith, R.E. and Horowitz, D., 2006. Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), pp.2-14.
Goyette et al.,. (2010). E-WOM Scale: Word Of Mouth Measurement Scale For eServices Context. Canadian Journal of Administrative Sciences, Vol. 27 No. 1.
Goyette, I., Ricard, L., Bergeron, J. and Marticotte, F., 2010. e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), pp.5-23.
Hasibuan, Malayu S.P. (2011). Manajemen Sumber Daya Manusia. Jakarta: PT Bumi Askara.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D., 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), pp.38-52.
Hennig-Thurau, T., Walsh, G., dan Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International Journal of Electronic Commerce, 8(2), 51-74
Ismayanti, I., 2010. Pengantar pariwisata. PT Gramedia Widisarana.
Jalilvand, M.R. and Samiei, N., 2012. The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning.
Kementerian Kesehatan Republik Indonesia. 2020. Pedoman Pencegahan Pengendalian Coronavirus Disease (Covid-19). Maret. Direktorat Jenderal Pencegahan dan Pengendalian Penyakit (P2P). Jakarta.
Kementerian Kesehatan Republik Indonesia. 2020. Pedoman Pencegahan Pengendalian Coronavirus Disease (Covid-19). Juli. Direktorat Jenderal Pencegahan dan Pengendalian Penyakit (P2P). Jakarta.
Kompas.com. 2020. Pengguna Internet Indonesia hingga Kuartal II 2020 Capai 196,7 Juta Orang. [Online] Tersedia di: https://money.kompas.com/read/2020/11/09/213534626/pengguna- internet-indonesia- hingga-kuartal-ii-2020-capai-1967-juta-orang [diakses 14 Agustus 2021].
Kotler, Philip. (2000). Prinsip-Prinsip Pemasaran Manajemen, Jakarta: Prenhalindo.
Kusmayadi Dan Endar Sugiarto. (2000). Metodologi Penelitian Dalam Bidang Kepariwisataan. Jakarta: Pt.Gramedia Pustaka Utama.
Karyono, A.H., 1997. Kepariwisataan. Jakarta: Grasindo, 492.
Laksmi, A.A. and Oktafani, F., 2016. Pengaruh Electronic Word Of Mouth (eWOM) Terhadap Minat Beli Followers Instagram Pada Warunk Upnormal. Jurnal Computech & Bisnis, 10(2), pp.78-88.
Liputan 6. 2021. Cerita Akhir Pekan: Sertifikasi CHSE, Sebaiknya Diwajibkan atau Sukarela?. [Online] Tersedia di: https://www.liputan6.com/lifestyle/read/4563829/cerita-akhir-pekan- sertifikasi-chse-sebaiknya-diwajibkan-atau-sukarela [diakses 14 Agustus 2021]
Liwang, Florencia Paramitha. (2011). Analisis Faktor-Faktor yang Mempengaruhi Struktur Modal serta Pengaruhnya terhadap Harga Saham. Seminar Nasional Teknologi Informasi & Komunikasi Terapan.
Mill, R.C. dan Morrison, A.M. (1985). The Tourism System. New Jersey: Prentice Hall, Inc.
Nuseir, M. T. (2019). The impact of Electronic Word of Mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries–a case of (UAE). Journal of Islamic Marketing.
Peraturan Pemerintah Republik Indoensia Nomor 21 Tahun 2020 Pembatasan Sosial Berskala Besar Dalam Rangka Percepatan Penanganan Corona Virus Disease 2019 (COVID-19). 31 Maret 2020. Lembaran Negara Republik Indonesia Tahun 2020 Nomor 91. Menteri Hukum dan Hak Asasi Manusia Republik Indonesia. Jakarta.
Pitana, I. Gede dan Gayatri, Putu G. (2005). Sosiologi Pariwisata. Andi: Yogyakarta.
Puntoadi, Danis. (2011). Meningkatkan Penjualan Melalui Social Media. Jakarta: PT. Gramedia Pustaka Utama.
Rahmi, S., & Amalia, R. (2018). Pengaruh E-WoM Terhadap Citra Perusahaan dan Dampaknya terhadap Niat Beli Konsumen Pada Situs Online Shopee. Id. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 3(2), 75-84.
Saputra, S. (2020). Pengaruh Electronic Word of Mouth (E-Wom) dan Citra Merek Terhadap Minat Belanja Konsumen Di Batam. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 1-11.
Sari, N., Saputra, M., & Husein, J. (2017). Pengaruh Electronic Word of Mouth terhadap keputusan pembelian pada toko online Bukalapak. com. Jurnal Manajemen Magister Darmajaya, 3(01), 96-106.
Schiffman, L.G., & Kanuk, L.L. (2010). Consumer Behaviour (10th ed). New Jersey, Pearson Prentice Hall.
Solichin, A., Amalia, D. A. R., Katniaty, L., Wisudawati, T., Sulistyowati, E., & Saputro, W. A. (2021). Pengaruh E-Wom Dan Risk Perception Terhadap Keputusan Berkunjung Wisatawan:(Survei pada Pengunjung Gunung Api Purba Nglanggeran). Journal of Economic and Management (JECMA), 1(02).
Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitataif Dan Kombinasi (Mixed Methods). Bandung: Alfabeta.
Sulthana, A. N., & Vasantha, S. (2019). Influence of Electronic Word of Mouth EWOM on purchase intention. International Journal of Scientific & Technology Research, 8(10), 1-5.
Suwena, I Ketut dan I Gst Ngr Widyatmaja. (2017). Pengetahuan Dasar Ilmu Pariwisata. Denpasar: Udayana University Press.
Tempo.co. 2020. Bali Masuk Destinasi Wisata Terbaik Dunia Versi TripAdvisor [Online] Tersedia di: https://travel.tempo.co/read/1371637/bali-masuk-destinasi-wisata-terbaik-dunia-versi-tripadvisor [diakses 14 Agustus 2021].
Tjiptono, S., Basu dan T. Hani Handoko. 2000. Manajemen Pemasaran Analisa Perilaku Konsumen.Yogyakarta : BPFE UGM
Tribun Bali.com. 2020. Bali Zoo Kembali Dibuka untuk Umum di Masa New Normal, Ada Kemenparekraf.go.id. 2020. Sertifikat CHSE Bali Zoo. [Online] Tersedia di: https://chse.kemenparekraf.go.id/detail-tersertifikasi/bali-zoo [diakses 14 Agustus 2021].
Yoeti, Oka. A. (1995). Pengantar Ilmu Pariwisata. Jakarta: Angkasa.
Published
2023-01-09
How to Cite
SARI, Angita Dita; WIJAYA, Ni Made Sofia; NEGARA, I Made Kusuma.
PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN NUSANTARA KE BALI ZOO PADA ERA NEW NORMAL.
Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 10, n. 2, p. 206-213, jan. 2023.
ISSN 2548-7930.
Available at: <https://ojs.unud.ac.id/index.php/pariwisata/article/view/85085>. Date accessed: 04 nov. 2024.
doi: https://doi.org/10.24843/IPTA.2022.v10.i02.p03.
Section
Article
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
