OPTIMALISASI STRATEGI DIGITAL DALAM INDUSTRI PARIWISATA DOMESTIK: PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP REPURCHASE INTENTION PAKET WISATA OPEN TRIP

ANNISA BANYU LIWA FIRDAUS, . (2025) OPTIMALISASI STRATEGI DIGITAL DALAM INDUSTRI PARIWISATA DOMESTIK: PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP REPURCHASE INTENTION PAKET WISATA OPEN TRIP. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh Electronic Word of Mouth (E-WOM) dan Social Media Marketing terhadap niat beli ulang (repurchase intention) pada paket wisata Open Trip di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan responden yang merupakan pengguna media sosial dan pernah mengikuti Open Trip. Tiga variabel mediasi yang dikaji meliputi Consumer Brand Engagement, Brand Image, dan Trust. Hasil penelitian menunjukkan bahwa E-WOM dan Social Media Marketing berpengaruh terhadap pembentukan citra merek, keterlibatan konsumen, dan kepercayaan, yang pada akhirnya mendorong niat beli ulang. Temuan ini menegaskan bahwa komunikasi yang kredibel serta keterlibatan digital yang membangun hubungan emosional merupakan faktor penting dalam mempertahankan loyalitas pelanggan. Penelitian ini diharapkan dapat memberikan kontribusi pada pengembangan strategi pemasaran pariwisata berbasis digital. ***** This study aims to examine the influence of Electronic Word of Mouth (E-WOM) and Social Media Marketing on repurchase intention for Open Trip tourism packages in Indonesia. Using a quantitative approach, the respondents were social media users who had previously participated in Open Trip experiences. Three mediating variables were investigated: Consumer Brand Engagement, Brand Image, and Trust. The findings reveal that E-WOM and Social Media Marketing influence the formation of brand image, consumer engagement, and trust, which in turn drive repurchase intention. These results highlight the importance of credible communication and digital engagement that fosters emotional connections as key factors in maintaining customer loyalty. This study is expected to contribute to the development of digital-based tourism marketing strategies.

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Usep Suhud M.Si, Ph.D ; 2). Dr. Christian Wiradendi Wolor, SE., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Annisa Banyu Liwa Firdaus .
Date Deposited:	08 Aug 2025 03:09
Last Modified:	08 Aug 2025 03:09
URI:	http://repository.unj.ac.id/id/eprint/59042

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