Identifikasi dan Konfirmasi Determinan Keputusan Berkunjung
DOI:
https://doi.org/10.58812/jmws.v4i09.2672Kata Kunci:
Keputusan Berkunjung, Kepercayaan Pelanggan, Nilai Pelanggan, Pemasaran Viral, Ulasan Pelanggan DaringAbstrak
Penelitian ini bertujuan untuk menguji variabel keputusan berkunjung. Keputusan berkunjung seseorang dipengaruhi oleh faktor kepercayaan pelanggan, nilai pelanggan, pemasaran viral, dan ulasan pelanggan daring. Data diperoleh melalui kuesioner yang dibagikan secara daring pada responden yang memenuhi persyaratan (berencana berkunjung ke destinasi wisata). Teknik penyampelan menggunakan purposive sampling sebanyak 212 responden. Uji hipotesis dianalisis menggunakan model persamaan struktural (SEM). Hasil penelitian menunjukkan Kepercayaan pelanggan berpengaruh signifikan terhadap keputusan berkunjung, Nilai pelanggan tidak berpengaruh signifikan terhadap keputusan berkunjung, Pemasaran viral tidak berpengaruh signifikan terhadap kepercayaan pelanggan dan keputusan berkunjung, Pemasaran viral berpengaruh signifikan terhadap nilai pelanggan, Ulasan pelanggan daring berpengaruh signifikan terhadap kepercayaan pelanggan, Ulasan pelanggan daring tidak berpengaruh signifikan terhadap keputusan berkunjung dan nilai pelanggan. Hasil ini bagi para pemasar destinasi wisata penting untuk menyediakan fitur ulasan pelanggan dalam publikasi media sosialnya yang dikemas sedemikian rupa sehingga mampu menciptakan kepercayaan pelanggan wisata potensial.
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