Pengaruh Digital Marketing dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Berkunjung Pada Rumah Alam Manado Adventure Park

Abstract

Abstrak:

Di tengah gejolak pandemi COVID-19, Rumah Alam Manado Adventure Park terus meningkatkan inovasi dan kreativitas untuk menarik minat pengunjung. Disaat promosi secara konvensional tak dapat dilakukan, Rumah Alam Manado Adventure Park mengembangkan promosi dengan cara digital sehingga proses penyampaian informasi dari mulut ke mulut secara digital semakin didukung. Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing dan electronic word of mouth (E-WOM) terhadap keputusan berkunjung pada Rumah Alam Manado Adventure Park.

Penelitian ini menggunakan pendekatan kuantitatif dengan model penelitian analisis regresi linier berganda. Data dikumpulkan melalui kuesioner, wawancara langsung, dan literatur. Teknik pengambilan sampel yang dilakukan dalam penelitian ini adalah purposive sampling yaitu teknik non probability sampling. Responden dari penelitian ini sebanyak 100 orang yang sudah pernah mengunjungi Rumah Alam Manado Adventure Park.

Hasil penelitian ini menunjukkan bahwa terdapat pengaruh Digital Marketing dan Electronic Word Of Mouth (E-WOM) baik secara parsial maupun simultan terhadap Keputusan Berkunjung. Secara parsial,  Digital Marketing berpengaruh terhadap Keputusan Berkunjung dengan  t_hitung > t_tabel yakni 2,952 > 0,195 dan nilai signifikan 0,004 < 0,05. Electronic Word Of Mouth (E-WOM) juga berpengaruh terhadap Keputusan Berkunjung dengan t_hitung > t_tabel yakni 5,845 > 0,195 dan nilai signifikan 0,000 < 0,05. Secara simultan, Digital Marketing dan Electronic Word Of Mouth (E-WOM) berpengaruh terhadap Keputusan Berkunjung dengan F_hitung > F_tabel yakni 43,020 > 3,090 dan nilai signifikan 0,000 < 0,05.

 

Kata Kunci: Digital Marketing, Electronic Word Of Mouth (E-WOM), Keputusan  Berkunjung

Abstract:

In the midst of the turmoil of the COVID-19 pandemic, Rumah Alam Manado Adventure Park continues to increase innovation and creativity to attract visitors. When conventional promotions cannot be carried out, Rumah Alam Manado Adventure Park develops promotions in a digital way so that the process of delivering information by word of mouth digitally is increasingly supported. This study aims to determine the effect of digital marketing and electronic word of mouth (E-WOM) on the decision to visit Rumah Alam Manado Adventure Park.

        This study uses a quantitative approach with multiple linear regression analysis research model. Data were collected through questionnaires, direct interviews, and literature. The sampling technique used in this research is purposive sampling, which is a non-probability sampling technique. Respondents from this study were 100 people who had visited Rumah Alam Manado Adventure Park.

        The results of this study indicate that there is an influence of Digital Marketing and Electronic Word Of Mouth (E-WOM) either partially or simultaneously on the Visiting Decision. Partially, Digital Marketing has an effect on Visiting Decisions with tcount > ttable which is 2,952 > 0.195 and a significant value of 0.004 < 0.05. Electronic Word Of Mouth (E-WOM) also has an effect on Visiting Decisions with tcount > ttable, namely 5.845 > 0.195 and a significant value of 0.000 <0.05. Simultaneously, Digital Marketing and Electronic Word Of Mouth (E-WOM) have an effect on Visiting Decisions with Fcount > Ftable which is 43,020 > 3,090 and a significant value of 0.000 < 0.05.

 

Keywords: Digital Marketing, Electronic Word Of Mouth (E-WOM), Visiting Decisions