PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG (SURVEY PADA WISATAWAN PENGIKUT AKUN INSTAGRAM @VISITKULONPROGO DI KABUPATEN KULON PROGO)

Salma Faiqah Anggraeni, NIM.: 20107030071 (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG (SURVEY PADA WISATAWAN PENGIKUT AKUN INSTAGRAM @VISITKULONPROGO DI KABUPATEN KULON PROGO). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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	Text (PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG (Survey pada wisatawan pengikut akun Instagram @visitkulonprogo di Kabupaten Kulon Progo)) 20107030071_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (7MB)

Abstract

The power of social media significantly influences tourist perceptions and decision-making through online interactions, reviews, and recommendations. This study examines the influence of Electronic Word of Mouth (E-WOM) on social media Instagram, on the visiting decisions of tourists following the @visitkulonprogo account in Kulon Progo Regency. Using the Stimulus-Response (S-R) theory, this study analyzes how E-WOM serves as a stimulus that impacts tourists’ responses in making travel decisions. A quantitative research approach was applied, and data were collected through surveys distributed to 100 respondents who actively engage with @visitkulonprogo. The data were analyzed using a simple linear regression method to measure the impact of E-WOM on visitation decisions. The findings reveal a significant positive relationship between E-WOM and tourists’ visiting decisions (R² = 0.436), meaning that E-WOM accounts for 43.6% of the variance in visitation decisions. This implies that positive online reviews, engagement, and discussions on Instagram play a crucial role in shaping tourists' perceptions, enhancing destination attractiveness, and increasing the likelihood of visiting Kulon Progo. These findings underscore the importance of strategic E-WOM management in digital tourism marketing. Effective utilization of social media as a promotional tool can strengthen destination branding and attract more visitors. Stakeholders in the tourism industry should optimize digital marketing strategies by fostering positive online interactions and encouraging tourists to share authentic experiences, ultimately enhancing tourism growth in Kulon Progo Regency.

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