ABSTRAK
Diki Darmawan (66160096), Pengaruh Electronic Word of Mouth (E-WOM)
Terhadap Minat Berkunjung Pada Kawasan Wisata Belanja Di Bandung (Studi
Kasus Masyarakat Bandung)
Fenomena saat ini masyarakat Indonesia senang membagi pengalaman, perasaan, dan
lain sebagainya menjadikan media sosial seperti facebook, twitter, instagram dan
lain-lain sangat populer di Indonesia. Komunikasi baik berupa like, komentar,
ataupun ajakan melalui media elektronik inilah yang disebut dengan Electronic Word
of Mouth, yang diyakini dapat menjadi salah satu bauran komunikasi pemasaran yang
dapat mempengaruhi minat berkunjung orang lain. Tujuan dalam penelitian ini adalah
untuk mengetahui pengaruh Electronic Word of Mouth (E-WOM) terhadap minat
berkunjung konsumen. Metode penelitian menggunakan metode kuantitatif dengan
analisis deskriptif dan verifikatif. Populasi dalam penelitian ini yaitu, masyarakat
Bandung. Teknik Pengumpulan Data menggunakan Kuesioner, Observasi,
Wawancara dan Studi Kepustakaan. Analisis data menggunakan uji validitas, uji
regresi linier sederhana, uji hipotesis, uji koefisien korelasi dan uji koefisien
determinasi. Berdasarkan hasil penelitian, uji t yang dilakukan t hitung > t tabel,
maka dapat disimpulkan electronic word of mouth berpengaruh signifikan terhadap
minat berkunjung. Besar pengaruh Electronoc Word of Mouth termasuk kedalam
kategori kuat. Besar nilai R Square menyatakan bahwa perubahan yang terjadi pada
minat berkunjung disebabkan oleh electronic word of mout berpengaruh, sisanya
dipengaruhi oleh faktor lain yang tidak penulis teliti dalam penelitian ini

ABSTRACT
Diki Darmawan (66160096), The Effect of Electronic Word of Mouth (E-WOM) on
Visiting Interest in Shopping Tourism Areas in Bandung (Bandung Community
Case Study)
The current phenomenon of Indonesian people like to share experiences, feelings,
and so on makes social media such as Facebook, Twitter, Instagram and others very
popular in Indonesia. Communication in the form of likes, comments, or invitations
through electronic media is called the Electronic Word of Mouth, which is believed to
be a marketing communication mix that can influence the interest in visiting others.
The purpose of this study was to determine the effect of the Electronic Word of Mouth
(E-WOM) on consumer interest in visiting. The research method uses quantitative
methods with descriptive analysis and verification. The population in this study,
namely, the people of Bandung. Data collection techniques using questionnaires,
observations, interviews and literature study. The data analysis used validity test,
simple linear regression test, hypothesis test, correlation coefficient test and
determination coefficient test. Based on the results of the study, the t test conducted t
count> t table, it can be concluded that electronic word of mouth has a significant
effect on visiting interest. The magnitude of the influence of the Electronoc Word of
Mouth is included in the strong category. The value of R Square states that changes
in interest in visiting are caused by an influential electronic word of mouth, the rest is
influenced by other factors that the authors did not examine in this study.