ELECTRONIC WORD OF MOUTH ANTESEDEN DAN KONSEKUENSI DALAM PENINGKATAN INTENTION TO STAY: SEBUAH INVESTIGASI EMPIRIS

Sukrisno Sukrisno, Wenefrida Ardhian Ayu Hardiani, Enik Rahayu, Pranoto Pranoto

Abstract


Abstrak

Penelitian ini bertujuan untuk mengembangkan model konseptual baru berdasarkan peran E-WOM (Electronic Word Of Mouth) sebagai variabel mediasi. Kritik akademik dilakukan sebagai upaya meningkatkan pertemuan antara Green environment dan media sosial untuk meningkatkan tingkat hunian hotel bagi generasi milenial. Metodologi studi struktural yang digunakan dalam penelitian ini dengan mengambil sampel sebanyak 160 pengunjung hotel di Kota Semarang dan telah meluangkan waktunya secara individual. Dengan sukarela memberikan wawancara dan mengisi kuesioner dalam proses pengumpulan data model diuji dan dihipotesiskan menggunakan Amos 25 dan dari sekitar 160 sampel dianalisis lebih lanjut. Hasil hipotesis penelitian yang diajukan dalam penelitian ini diterima dan terdapat dua strategi untuk meningkatkan intention to stay. Penelitian ini juga memberikan implikasi praktis dan teoritis.

Kata Kunci: Media Sosial, Persepsi, E-WOM, Intention to Stay

Abstract

This study aims to develop a new conceptual model based on the role of E-WOM (Electronic Word Of Mouth) as mediating variables. Academic criticism is carried out as an effort to increase the meeting between Green environmental and social media to increase the hotel occupancy rate for the millennial generation. The structural study methodology used in this study by adopting a sample of 160 hotel visitors in Semarang City and they have given their time individually. Volunteered to provide interviews and fill out questionnaires in the data collection process the model was tested and hypothesized using Amos 25 and from about 160 samples were further analyzed. The results of the research hypothesis proposed in this study were accepted and there were two strategies for increasing intention to stay. This research also provides practical and theoretical implication.

Keywords: Social Media, Perceptions, E-WOM, Intention To Stay


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DOI: http://dx.doi.org/10.35906/equili.v12i1.1314

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