DAMPAK KUALITAS PELAYANAN, KOMUNIKASI PEMASARAN DIGITAL DAN E-WOM PADA PERILAKU BELI JASA WISATA
DOI:
https://doi.org/10.31539/zzqxsj24Keywords:
Kualitas Pelayanan, E-Wom, Komunikasi Pemasaran Digital, Perilaku, WisataAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, e-wom, komunikasi pemasaran digital pada perilaku beli jasa wisata pada destinasi Candi Prambanan. Penelitian menggunakan pendekatan kuantitatif melalui survei dengan kuesioner daring. Sampel sebanyak 250 responden dipilih menggunakan teknik purposive sampling, yaitu wisatawan yang pernah berkunjung ke Candi Prambanan dan mengakses informasi destinasi melalui media digital. Analisis data dilakukan dengan bantuan software IBM SPSS 26, meliputi uji validitas, reliabilitas, asumsi klasik (normalitas, multikolinearitas, heteroskedastisitas), serta analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas pelayanan, e-wom, komunikasi pemasaran digital berpengaruh positif dan signifikan terhadap perilaku beli jasa wisata pada destinasi Candi Prambanan. Nilai koefisien determinasi (R²) sebesar 0,663 menunjukkan bahwa model mampu menjelaskan 66,3% variasi perilaku beli jasa wisata pada destinasi Candi Prambanan. Temuan ini menegaskan pentingnya penguatan strategi pemasaran digital yang konsisten, membangun kualitas pelayanan yang baik, serta pengelolaan e-WOM positif untuk meningkatkan kepercayaan wisatawan sehingga mendorong keberlanjutan pariwisata di Candi Prambanan.
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