ANALISIS PERAN MEDIA SOSIAL DALAM KEPUTUSAN UNTUK BERKUNJUNG KE TAMAN LITERASI BLOK M

HANA AINUNNISSA WARDA, . (2025) ANALISIS PERAN MEDIA SOSIAL DALAM KEPUTUSAN UNTUK BERKUNJUNG KE TAMAN LITERASI BLOK M. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Studi peneliti berorientasi untuk meneliti besaran pengaruh, UGC, E-wom, destination image mengenai visit intention dan visit decision di Taman Literasi Blok M. Data dikompilasi melalui metode survei dengan instrumen kuesioner. Subjek pada studi ini melibatkan 350 subjek dengan rentang usia 17-34 tahun, pengguna aktif media sosial TikTok, X, dan Instagram dan pernah berkunjung atau mendapati antusiasme untuk mengunjungi Taman Literasi Blok M berdasarkan informasi dari media sosial. Pengolahan dan analisis data diaplikasikan dengan bantuan SPSS serta SEM melalui software AMOS. Merujuk pada temuan dari pengujian hipotesis, UGC terhadap visit intention dan visit decision memiliki pengaruh positif dan signifikan, E-wom terhadap visit intention dan visit decision memiliki pengaruh positif dan signifikan, destination image terhadap visit intention dan visit decision memiliki pengaruh positif dan signifikan, serta visit intention dan visit decision memiliki pengaruh positif dan signifikan. ***** The researcher's study was oriented to examine the amount of influence, UGC, E-wom, destination image on visit intention and visit decision at Taman Literasi Blok M. Data was compiled through a survey method with a questionnaire instrument. The subjects in this study involved 350 subjects with an age range of 17-34 years, active users of TikTok, X, and Instagram social media and had visited or found enthusiasm to visit Blok M Literacy Park based on information from social media. Data processing and analysis were applied with the help of SPSS and SEM through AMOS software. Referring to the findings from hypothesis testing, UGC regarding visit intention and visit decision has a good and prominent impact, E-wom regarding visit intention and visit decision has a good and prominent impact, destination image regarding visit intention and visit decision has a good and prominent impact, and visit intention and visit decision has a good and prominent impact.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Kantor, Organisasi Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Hana Ainunnissa Warda .
Date Deposited:	07 Aug 2025 01:44
Last Modified:	07 Aug 2025 01:44
URI:	http://repository.unj.ac.id/id/eprint/58453

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