Pengaruh user-generated content terhadap tourist loyalty behavior melalui destination image pada situs warisan budaya Indonesia

Willyanto, Vinnie (2024) Pengaruh user-generated content terhadap tourist loyalty behavior melalui destination image pada situs warisan budaya Indonesia. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
The purpose of this study was to determine 1) the positive influence of factual and emotional user-generated content (UGC) on destination image, 2) the role of destination image in mediating the relationship between factual and emotional UGC with revisit intention, satisfaction, and word of mouth (WOM), 3) The role of satisfaction in mediating the relationship between destination image with revisit intention and WOM. The sampling technique used was non-probability sampling and the sample selection technique used was purposive sampling. Data collection used an online Google Form questionnaire with a sample size of 200 respondents. The data analysis technique used was structural equation modeling (SEM). Data processing was carried out using SmartPLS. The sample in this study was generation Z who has visited cultural heritage sites in Indonesia. Results indicated that emotional UGC had a positive impact on destination image, while factual UGC did not. Destination image was found successful to mediate emotional UGC towards satisfaction, but unable to mediate factual UGC. Meanwhile destination image positively influenced revisit intention and satisfaction, but not towards WOM. Additionally, satisfaction significantly mediated the relationship between destination image and both revisit intention and WOM.

Abstrak:
Tujuan dari penelitian ini adalah untuk mengetahui 1) pengaruh positif factual dan emotional user generated content (UGC) terhadap destination image,
2) pengaruh destination image dalam memediasi factual dan emotional UGC terhadap revisit intention, satisfaction, dan word of mouth (WOM), 3) pengaruh satisfaction dalam memediasi destination image terhadap revisit intention dan WOM. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dan teknik pemilihan sampel menggunakan teknik purposive sampling. Pengambilan data menggunakan kuesioner daring Google Form dengan jumlah sampel sebanyak 200 responden. Teknik analisis data yang digunakan adalah structural equation modeling (SEM). Pengolahan data dilakukan menggunakan SmartPLS. Sampel dalam penelitian ini merupakan kalangan Generasi Z yang pernah berkunjung ke situs warisan budaya di Indonesia. Hasil dari penelitian menunjukkan bahwa emotional UGC berdampak positif terhadap destination
image, sementara factual UGC tidak. Destination image terbukti berhasil memediasi emotional UGC terhadap satisfaction, tetapi tidak dapat memediasi factual UGC. Sementara itu, destination image secara positif mempengaruhi revisit intention dan satisfaction, tetapi tidak terhadap WOM. Selain itu, kepuasan secara signifikan memediasi hubungan antara citra destinasi dengan niat revisit dan WOM.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	02 Jul 2025 06:48
Last Modified:	02 Jul 2025 06:48
URI:	https://repotest.untar.ac.id/id/eprint/47537

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