Pengaruh Electronic Word Of Mouth, City Branding dan Citra Destinasi Terhadap Keputusan Berkunjung Ke Monumen Simpang Lima Gumul Kediri

Petria, Catharina Desy Eka (2019) Pengaruh Electronic Word Of Mouth, City Branding dan Citra Destinasi Terhadap Keputusan Berkunjung Ke Monumen Simpang Lima Gumul Kediri. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

Tourism is the most potential sector to be developed by favoring natural resources supported by potential in each region. The Kediri Regency Government strives to always improve its regional tourism industry. One of the most famous Kediri Regency icons is the Simpang Lima Gumul Monument (SLG). This study aims to determine the effect of Electronic Word of Mouth, City Branding and Destination Image on the Decision to Visit the Simpang Lima Monument, Gumul Kediri. The study population is visitors visiting Simpang Lima Gumul Monument and a sample size of 75 respondents. The sampling method used was a purposive sampling technique where respondents were at least 17 years old and had visited at least once. Based on the validity and reliability test using SPSS version 20.00 the results of the processing states all items are valid statements and all variables are reliable. Based on the results of the Multiple Linear Regression Analysis, the multiple regression equation is as follows Based on this study, the multiple regression equation can be stated as follows: Y = a + b1X1 + b2X2 + b3X3, Y = 1,794 + 0.233X1 + 0.295X2 + 0.181X3. Adjusted R Square value obtained by 0.530 (53%) indicates a fairly strong level of influence. The t value of the electronic word of mouth variable (X1) was 3,791 > the value of 1.99394 and a significance level of 0.00 < 0.05, indicating that the electronic word of mouth variable significantly influenced the visiting decision. The calculated value of the city branding variable (X2) was 3.895 > t table 1.666 and a significance level of 0.00 < 0.05, indicating that the city branding variable significantly influenced the visiting decision. The t-value of the destination image variable (X3) is 2.519 > t-table value of 1.99394 and the significance level of 0.014 < 0.05, indicating that the destination image variable has a significant impact on visiting decisions. Variables that had the greatest influence on the decision of tourists visiting the Simpang Lima Gumul Monument were city branding (X2) of 0.295%.

Item Type:

Thesis (Undergraduate)

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