Pengaruh Electronic Word Of Mouth (E-Wom) dan Destination Image terhadap Keputusan Berkunjung pada Wisata Hillpark Sibolangit (Studi pada Pengunjung Hillpark Sibolangit)

Abstract

Tourism is an indicator of a country's success because the tourism sector can have a positive impact on the economy, infrastructure development, and environmental sustainability. A tourist destination can increase the number of visitors by utilizing electronic media, such as E-WOM, and destination image. In this way, tourist destinations can promote themselves more effectively and attract visitors to make visiting decisions. This study aims to determine the influence of electronic word of mouth (E WOM) and destination image on the decision to visit Hillpark Sibolangit tourism. The form of research used is quantitative with an associative approach. Research sampling using the Rao Purba formula with a total of 100 respondents as a sample. The sampling technique used is non- probality sampling with purposive sampling. Data collection techniques are carried out with primary data obtained by distributing questionnaires directly and secondary data obtained through literature studies. Data analysis methods in research use instrument tests, classical assumption tests, multiple linear analysis tests and hypothesis tests using SPSS. The results of the research conducted show that E-WOM has a significant positive effect on visiting decisions with a tcount value of 2.450> 1.984 and a sig level of 0.016 <0.05. destination image variables have a significant positive effect on visiting decisions with a tcount value of 7,408> 1.984 and a sig level of 0.000 <0.05. In simultaneous testing, the E-WOM and destination image variables have an effect on visiting decisions at 0.000 <0.05 and the fcount value is 53,367> 3.09 and has an effect of 51.4% while the remaining 48.6% is influenced by other variables outside this research model.