Kinari, Nadhira Sekar (2026) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) PADA SOSIAL MEDIA INSTAGRAM TERHADAP MINAT BERKUNJUNGAN WISATAWAN KE DAYA TARIK WISATA RUMAH ATSIRI INDONESIA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid advancement of digital technology has transformed tourist behavior in seeking destination information, particularly through Electronic Word of Mouth (E WOM) on Instagram. This study aims to analyze the influence of three E-WOM dimensions Intensity, Valence of Opinion, and Content on tourists' visit intention to Rumah Atsiri Indonesia, a wellness tourism and educational attraction located in Tawangmangu, Karanganyar, Central Java. Method: A quantitative survey method was employed, with 100 respondents selected from followers of the Instagram account @rumahatsiri using purposive sampling based on the Lemeshow formula. Data were collected through an online questionnaire and analyzed using SmartPLS 3, employing validity tests, reliability tests, partial t tests, and simultaneous F-tests. Result: The results indicate that the Intensity variable (X1) has no significant effect on visit intention (T = 0.330; P = 0.741). In contrast, Valence of Opinion (X2) shows a significant positive effect (T = 3.898; P = 0.0001), and Content (X3) emerges as the most dominant variable (T = 4.656; P = 0.000; path coefficient = 0.523). Simultaneously, all three variables explain 60.5% of the variance in tourist visit intention (R² = 0.605). These findings suggest that the quality and sentiment of E WOM Content on Instagram are more influential than mere frequency or volume of reviews in shaping tourists' decisions to visit. Keywords: Electronic Word of Mouth, E-WOM, Instagram, Visit Intention, Rumah Atsiri Indonesia, Wellness Tourism
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Department of Tourism | ||||||||
| Depositing User: | Nadhira Sekar Kinari | ||||||||
| Date Deposited: | 21 Jul 2026 05:21 | ||||||||
| Last Modified: | 21 Jul 2026 08:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56868 |
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