PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN DESTINATION IMAGE TERHADAP KEPUTUSAN BERKUNJUNG PADA WISATA HILLPARK SIBOLANGIT : (Studi Pada Pengunjung Hillpark Sibolangit)

Erlina Putri; Hafiza  Adlina

doi:10.55047/jekombital.v2i3.609

Authors

Erlina Putri* Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara
Hafiza Adlina Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara

DOI:

https://doi.org/10.55047/jekombital.v2i3.609

Keywords:

Electronic Word of Mouth (E-WOM), Destination Image, Decision To Visit

Abstract

Tourism is a reference to a marker of a country's prosperity because the tourism industry has a real influence on the economy, economic improvement and environmental carrying capacity. This study aims to determine how the influence of E-WOM and destination image on visiting decisions on Hillpark Sibolangit tours. The research technique used is quantitative. The sampling technique was carried out by purposive sampling method with a sample size of 100 respondents. The results of this test indicate that the E-WOM factor (X1) and destination image (X2) have a partial and significant effect on visiting decisions (Y). E-WOM (X1) and destination image (X2) variables simultaneously and significantly affect visiting decisions (Y). With an R value of 0.724, it shows that the E-WOM (X1) and destination image (X2) factors are related to visiting decisions (Y) by 0.724 so that the relationship between these factors can be categorized as close. Through the R Square value, it is known that E-WOM (X1) and destination image (X2) contribute 51.4%, while the remaining 48.6% is influenced by variables not discussed in this study.