Pengaruh E-WOM Pada Media Sosial Terhadap Keputusan Berkunjung Wisatawan Gen Z Ke Kawasan Strategis Pariwisata Daerah Canggu

  • Nyoman Galuh Narendraswari Saraswati Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali
  • Ida Bagus Gede Agung Widana Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali
  • Hanugerah Kristiono Liestiandre Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali

Abstract

This study aims to determine the effect of e-wom variables, including the dimensions of intensity, positive valence, negative valence, and content, partially or simultaneously on the decision to visit Gen Z tourists in the Canggu KSPD. The population in this study were domestic tourists, generation Z, with a sample size of 322 respondents using a non-probability sampling technique. Data collection was carried out through a survey method using a research instrument in the form of a questionnaire. The analysis technique used is multiple linear regression analysis. The results of this study indicate that there is an influence of the e-WOM dimensions of intensity, positive valence, negative valence, and content, which have a significant effect partially and simultaneously.

Published
2024-01-18
How to Cite
SARASWATI, Nyoman Galuh Narendraswari; WIDANA, Ida Bagus Gede Agung; LIESTIANDRE, Hanugerah Kristiono. Pengaruh E-WOM Pada Media Sosial Terhadap Keputusan Berkunjung Wisatawan Gen Z Ke Kawasan Strategis Pariwisata Daerah Canggu. Journal of Tourism and Creativity, [S.l.], v. 8, n. 1, p. 74-83, jan. 2024. ISSN 2716-5159. Available at: <https://jurnal.unej.ac.id/index.php/tourismjournal/article/view/45513>. Date accessed: 23 may 2024. doi: https://doi.org/10.19184/jtc.v8i1.45513.

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