The Effectivity of E-WOM In Predicting Visit Intention to Pontianak City Bahasa Indonesia
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Published:
Jan 14, 2024
Keywords:
Electronic Word-of-Mouth (E-WOM); City Image; Attitude Toward E-WOM; Visit Intention
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Abstract
Digitalisation is acceleration step for recovery in tourism sector. This research aimed to analyze the massive social media phenomenon as local tourism opportunity by creating digital interaction or known as Electronic Word-of-Mouth (E-WOM). E-WOM perceived as the source of public reference before deciding to visit a destination. In deciding the preffered destination site commonly potential visitor is considering city image from another tourist information and experience. Pontianak City is capital city in West Kalimantan that has offered tourist with multi ethinc culture and culinary. Primary data is obtained by distributing online questionnaire to targeted 100 respondents as sample. PLS-SEM with WarpPLS 7.0 was employed to analyzing research data and hypothesis. All the hypothesis is accepted however visit intention is strengthening through mediating effect from city image and attitude toward E-WOM. It is advised to government institutions able to considerate the formation of the city's image through infrastructure development and the social media utilization in Pontianak City. The practical implication for local business tourist attraction in order to formulate the E-WOM components in marketing strategy.
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References
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Pebrianti, Y., Windarti, G. A. O., & Puteri, R. A. N. (2022). Pengaruh Electronic Word of Mouth (E-WOM) terhadap Keputusan Berkunjung pada Objek Wisata Palembang Bird Park. JURNAL PARIWISATA DARUSSALAM, 2(1).
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Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-WOM) dan viral marketing terhadap minat berkunjung dan keputusan Berkunjung. Sketsa Bisnis, 6(1), 13–21.https://doi.org/10.35891/jsb.v6i1.1584
Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476.
Rizky, R. M., Kusdi, R., & Yusri, A. (2017). The Impact Of E-WOM On Destination Image, Attitude Toward Destination And Travel Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 94–104.
Ruhamak, M. D., Puspita, N. V., & Putra, Y. P. (2021). E-WoM and destination image: How does it affect the revisit intention at English village. 2nd International Conference on Business and Management of Technology (ICONBMT 2020), 55–60.
Ruspitasari, W. D., Anjaningrum, W. D., & Cahyanti, M. M. (2020). Strengthening Digital Start-Up Dynamic Capabilities in Malang City through Design Thinking and Entrepreneurship Orientation. Manajemen Bisnis, 10(2).
Saleh, A. A. (2020). Psikologi Sosial. IAIN Parepare Nusantara Press.
Sari, V. M. (2012). Pengaruh electronic word of mouth (eWOM) di social media twitter terhadap minat beli konsumen. Skripsi. Universitas Indonesia.
Solichin, A., Amalia, D. A. R., Katniaty, L., Wisudawati, T., Sulistyowati, E., & Saputro, W. A. (2021). Pengaruh E-Wom Dan Risk Perception Terhadap Keputusan Berkunjung Wisatawan:(Survei pada Pengunjung Gunung Api Purba Nglanggeran). Journal of Economics and Management (JECMA), 3(1), 1–9. https://doi.org/10.46772/jecma.v1i02.355
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk hubungan nonlinier dalam penelitian sosial dan bisnis. Penerbit Andi.
Shome, S. (2021). Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude. International Journal of Tourism Cities, 7(3), 640–661.
Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 5(3), 192–201.
Albarq, A. N. (2014). Measuring the impacts of online word-of-mouth on tourists’ attitude and intentions to visit Jordan: An empirical study. International Business Research, 7(1), 14.
Anggraini, R., & Lupita, N. (2021). Pengaruh ewom, travel motivation dan destination attractiveness terhadap visit intention di Kota Batam. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 4(2), 793–803.
Ayumi, S. A., Riptanti, E. W., & Khomah, I. (2022). Pengaruh Citra Destinasi dan Electronic Word Of Mouth (E-WOM) Dalam Menentukan Kunjungan Wisata (Studi Kasus Pada Kampoeng Kopi Banaran Semarang). Jurnal E-Bis, 6(1), 1–16.
Barkah, B., & Febriasari, P. (2021). Factors that Influencing Tourists Revisit Intention. JDM (Jurnal Dinamika Manajemen), 12(1), 77–87.
Beni, S., Manggu, B., Atlantika, Y. N., & Usman. (2022). Potensi Pariwisata Riam Sebuluh di Kota Bengkayang Dalam Meningkatkan Ekonomi Masyarakat. Jurnal Borneo Akcaya, 8(2), 74–81.
Chi, C. G. Q., & Qu, H. (2008). Examining The Structural Relationships Of Destination Image, Tourist Satisfaction And Destination Loyalty: An Integrated Approach. Tourism Management, 29(4), 624–636. https://doi.org/10.1016/J.TOURMAN.2007.06.007
Chi, H.-K., Huang, K.-C., & Nguyen, H. M. (2020). Elements of destination brand equity and destination familiarity regarding travel intention. Journal of Retailing and Consumer Services, 52, 101728.
Choirunnisa, I. C., & Karmilah, M. (2022). Strategi Pengembangan Pariwisata Budaya. Jurnal Kajian Ruang, 2(1), 89–109.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10–16.
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM dan SPSS 21. In Aplikasi Analisis Multivariate dengan Pogram iIBM SPSS 21. Badan Penerbit Universitas Diponegoro. https://doi.org/10.1126/science.1158668
Ghozali, I., & Latan, H. (2015). Konsep, Teknik, Aplikasi, Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip.
Hair., Anderson., Tatham, & Black. (2018). Multivariate Data Analysis. Pretice Hall.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135.
Hidayah, S. A., & Apriliani, R. A. E. P. (2019). Analisis Pengaruh Brand Image, Harga, Kualitas Produk, Dan Daya Tarik Promosi Terhadap Minat Beli Ulang Konsumen Batik Pekalongan (Studi Pada Pasar Grosir Setono Batik Pekalongan). Journal of Economic, Business and Engineering (JEBE), 1(1), 24–31.
Ing, G. P., & Ming, T. (2018). Antecedents Of Consumer Attitude Towards Blogger Recommendations And Its Impact On Purchase Intention. Asian Journal of Business and Accounting, 11(1), 293–323.
Jalilvand, M. R., & Samiei, N. (2012). The Effect Of Electronic Word Of Mouth On Brand Image And Purchase Intention: An Empirical Study In The Automobile Industry In Iran. Marketing Intelligence & Planning, 30(4), 460–476.
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS‐SEM: The inverse square root and gamma‐exponential methods. Information Systems Journal, 28(1), 227–261.
Kotler, P., & Keller, K. (2016). Marketing Management. Pretice Hall.
Krishna, V. (2018). Masa depan konsumsi India, cara milenial. https://yourstory.com/2018/02/masa-depan-konsumsi-india-cara-milenial/ (diakses 18 November 2022).
Kumalasari, I. D., & Prasetyo, I. J. (2018). Aktifitas Promosi Kuliner Di Kafe Titik Kumpul Surabaya Melalui Media Sosial. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran Dan Penelitian, 4(2), 99–106.
McDaniel, C. D., & Gates, R. H. (2001). Riset pemasaran kontemporer: buku 1. Thomson Learning Asia.
Mehmood, S., Liang, C., & Gu, D. (2018). Heritage image and attitudes toward a heritage site: do they really mediate the relationship between user-generated content and travel intentions toward a heritage site? Sustainability, 10(12), 4403.
Pebrianti, Y., Windarti, G. A. O., & Puteri, R. A. N. (2022). Pengaruh Electronic Word of Mouth (E-WOM) terhadap Keputusan Berkunjung pada Objek Wisata Palembang Bird Park. JURNAL PARIWISATA DARUSSALAM, 2(1).
Pramudhita, N. D. E., & Madiawati, P. N. (2021). The Role Of Social Media Marketing Activities To Improve E-Wom And Visit Intention To Indonesia Tourism Destinations Through Brand Equity. Jurnal Sekretaris Dan Administrasi Bisnis, 5(1), 17–28. https://doi.org/10.31104/jsab.v5i1.181
Pratama, B. P., Hidayatullah, S., Alvianna, S., Astuti, W., & Krisnanda, R. (2021). Mediation effect of customer satisfaction from the relationship between system quality, information quality, and service quality towards interests of tourist visiting in East Java Park 3. International Journal Of Innovative Science And Research Technology, 6(1), 95–100.
Raharjo, T. W. (2019). Penguatan Strategi Pemasaran dan Daya Saing UMKM Berbasis Kemitraan Desa Wisata. Jakad Media Publishing.
Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-WOM) dan viral marketing terhadap minat berkunjung dan keputusan Berkunjung. Sketsa Bisnis, 6(1), 13–21.https://doi.org/10.35891/jsb.v6i1.1584
Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476.
Rizky, R. M., Kusdi, R., & Yusri, A. (2017). The Impact Of E-WOM On Destination Image, Attitude Toward Destination And Travel Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), 94–104.
Ruhamak, M. D., Puspita, N. V., & Putra, Y. P. (2021). E-WoM and destination image: How does it affect the revisit intention at English village. 2nd International Conference on Business and Management of Technology (ICONBMT 2020), 55–60.
Ruspitasari, W. D., Anjaningrum, W. D., & Cahyanti, M. M. (2020). Strengthening Digital Start-Up Dynamic Capabilities in Malang City through Design Thinking and Entrepreneurship Orientation. Manajemen Bisnis, 10(2).
Saleh, A. A. (2020). Psikologi Sosial. IAIN Parepare Nusantara Press.
Sari, V. M. (2012). Pengaruh electronic word of mouth (eWOM) di social media twitter terhadap minat beli konsumen. Skripsi. Universitas Indonesia.
Solichin, A., Amalia, D. A. R., Katniaty, L., Wisudawati, T., Sulistyowati, E., & Saputro, W. A. (2021). Pengaruh E-Wom Dan Risk Perception Terhadap Keputusan Berkunjung Wisatawan:(Survei pada Pengunjung Gunung Api Purba Nglanggeran). Journal of Economics and Management (JECMA), 3(1), 1–9. https://doi.org/10.46772/jecma.v1i02.355
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk hubungan nonlinier dalam penelitian sosial dan bisnis. Penerbit Andi.
Shome, S. (2021). Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude. International Journal of Tourism Cities, 7(3), 640–661.