Jurnal IPTA
Vol 9 No 1 (2021): Jurnal IPTA (July 2021)

PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN WISATAWAN MELAKUKAN AKTIVITAS DIVING PADA BLUE SEASON BALI

Ni Putu Eka Citra Saraswati (Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana)
I Made Kusuma Negara (Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana)
Putu Agus Wikanatha Sagita (Program Studi Industri Perjalanan Wisata, Fakultas Pariwisata, Universitas Udayana)

Article Info

Publish Date
19 Jul 2021

Abstract

In the era of Marketing 4.0, the rapid digitization has created a new face of competition reflected by shifting business practices, as well as consumer behavior from pre-purchase to post-purchase. Aside from companies that are constantly adaptive to technological advancements, consumers are becoming increasingly social and communal, so marketers need to understand new customer paths, and synergize online and offline interactions. This research aims to analyze the influence of electronic word of mouth towards tourist’s decision to do diving activities in Blue Season Bali. The technique of determining the sample used purposive sampling through distribution of questionnaires to 100 tourists who have experienced diving and accessed Blue Season Bali information on social media and website. This research applies data collection techniques which include: observation, interviews, questionnaires, literature study, and documentation. Multiple linear regression was used as an analytical technique to measure the influence of variable X on variable Y with SPSS software version 18. The research findings show that the intensity variable (X1) partially has no positive and significant effect on decision to do diving activities (Y) with sig. value 0,812>alpha 0,05. Valence of opinion variable (X2) partially has a positive and significant effect with sig. value 0,010<alpha 0,05. Content variable (X3) partially has a positive and significant effect with sig. value 0,000<alpha 0,05. Intensity, valence of opinion, and content simultaneously have a positive and significant effect with sig. value 0,000<alpha 0,05. The multiple linear regression test implies the results of regression equation, Y=13,580+(-0,046)X1+0,617X2+0,351X3+e, with coefficient of determination of 33%.

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Journal Info
Jurnal IPTA
Website

Abbrev

pariwisata

Publisher

Universitas Udayana

Subject

Arts Humanities Social Sciences

Description

Jurnal IPTA published twice a year on July and December by The Department of Tours and Travel Studies, Faculty of Tourism, Udayana University, Denpasar Bali. The publication of this journal is a scientific journal in the field of tour and travel research. The manuscript can be research papers, ...