Apakah Daya Tarik Wisata dan Electronic Word Of Mouth Berpengaruh Terhadap Revisit Intention Dengan Kepuasan Wisatawan Sebagai Variabel Intervening?
DOI:
https://doi.org/10.35870/jemsi.v12i5.7043Keywords:
Tourist Attraction, Electronic Word Of Mouth (E-WOM), Tourist Satisfaction, and Revisit IntentionAbstract
This study aims to analyze the influence of tourist attraction and Electronic Word Of Mouth (E-WOM) on revisit intention, with tourist satisfaction as an intervening variable, conducted at the Taman Gubang tourist attraction in Tenggarong Seberang, Kutai Kartanegara Regency. The population in this research includes all tourists who have visited Taman Gubang and engaged in E-WOM activities, such as on social media or other digital platforms. Since there is no exact data on the number of visitors using E-WOM, the population is categorized as infinite or unknown in size. Sampling was conducted following Jacob Cohen’s method, resulting in a total of 96 respondents. This research applies Structural Equation Modeling (SEM) using the Partial Least Square (PLS) approach to test the seven hypotheses proposed in the study. Each hypothesis was analyzed with SmartPLS 4 software to examine the relationships among variables. PLS is a structural equation modeling (SEM) technique based on components or variance. The results of the study indicate that tourist attraction has a significant influence on tourist satisfaction. Electronic Word Of Mouth (E-WOM) has a significant influence on tourist satisfaction. Tourist attraction significantly affects revisit intention. Electronic Word Of Mouth (E-WOM) significantly affects revisit intention. Tourist satisfaction significantly influences revisit intention. Tourist attraction does not significantly affect revisit intention through tourist satisfaction. Meanwhile, Electronic Word Of Mouth (E-WOM) significantly affects revisit intention through tourist satisfaction.
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