DIKI DARMAWAN - 66160096 Primary Author Rani Rahmayani, S.S., M.M (Pembimbing) Editor mixed material bibliography 2020/2021 id Indonesia

Skripsi

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. Minat Berkunjung Electronic Word of Mouth (E-WOM) NONE Digital Library ARS University Perpustakan Online ARS University 020/S1.MJ.SKP/2020-2021 S02234K Manajemen 020/S1.MJ.SKP/2020-2021 Hal Depan Bab 1 Bab 3 Bab 5 DAFTAR PUSTAKA Lampiran Screenshot_2023-03-09_140752.png.png 7082 2023-03-09 14:09:14 2023-03-09 14:09:43 machine generated