DIGITAL PUBLICITY AND E-WOM IN SHAPING INDONESIAN TOURISTS’ VISIT INTENTION TO SEOUL

GHASSANI HERSTANTI, . (2025) DIGITAL PUBLICITY AND E-WOM IN SHAPING INDONESIAN TOURISTS’ VISIT INTENTION TO SEOUL. Doktor thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian ini untuk membangun model secara konseptual dan empiris mengenai visit intention dengan menganalisis variabel atau faktor-faktor yang mempengaruhinya. Penelitian ini mengeksplorasi hubungan antara digital publicity, e-WOM, destination image, destination awareness, destination personality, destination preference, dan visit intention. Menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM), data dikumpulkan dari 383 responden wisatawan potensial yang berdomisili di Jakarta yang memiliki minat mengunjungi Seoul. Kontribusi teoritis penelitian ini mencakup pengembangan model baru yang menggabungkan teori komunikasi Lasswell dengan model perilaku konsumen dari Schiffman & Wisenblit. Kesimpulan dari penelitian ini adalah terdapat pengaruh digital publicity terhadap destination image, destination awareness, destination personality, destination preference. Tidak terdapat pengaruh e-WOM terhadap destination image. Terdapat pengaruh e-WOM terhadap destination awareness, destination preference, namun tidak terdapat pengaruh e-WOM terhadap destination personality. Tidak terdapat pengaruh destination image terhadap visit intention dan tidak terdapat pengaruh destination personality terhadap visit intention. Terdapat pengaruh destination awareness terhadap visit intention dan terdapat pengaruh destination preference terhadap visit intention. Implikasi praktis meliputi penggunaan pemberitaan dan ulasan suatu destinasi di sosial media yang efektif dan hal ini dapat diadaptasi oleh destinasi wisata di Indonesia. Kata kunci: Digital Publicity, e-WOM, Destination Image, Destination Awareness, Destination Personality, Destination Preference, Visit Intention, Seoul The purpose of this study is to build a conceptual and empirical model of visit intention by analyzing the variables or factors that influence it. This study explores the relationship between digital publicity, e-WOM, destination image, destination awareness, destination personality, destination preference, and visit intention. Using a quantitative method with a Structural Equation Modeling (SEM) approach, data were collected from 383 potential tourist respondents domiciled in Jakarta who are interested in visiting Seoul. The theoretical contribution of this study includes the development of a new model that combines Lasswell's communication theory with the consumer behavior model of Schiffman & Wisenblit. The conclusion of this study is that there is an influence of digital publicity on destination image, destination awareness, destination personality, destination preference. There is no influence of e-WOM on destination image. There is an influence of e-WOM on destination awareness, destination preference, but there is no influence of e-WOM on destination personality. There is no influence of destination image on visit intention and there is no influence of destination personality on visit intention. There is an influence of destination awareness on visit intention and there is an influence of destination preference on visit intention. Practical implications include the use of news and reviews of a destination on social media that are effective and can be adapted by tourist destinations in Indonesia. Keywords: Digital Publicity, e-WOM, Destination Image, Destination Awareness, Destination Personality, Destination Preference, Visit Intention, Seoul

Item Type:	Thesis (Doktor)
Additional Information:	1.) Prof. Usep Suhud, M.Si., Ph.D 2.) Dr. Agung Wahyu Handaru, M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	PASCASARJANA > S3 Ilmu Manajemen
Depositing User:	Users 26436 not found.
Date Deposited:	20 Feb 2025 07:16
Last Modified:	20 Feb 2025 07:16
URI:	http://repository.unj.ac.id/id/eprint/53191

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