Influence of Instagram eWOM on Visiting Decisions Lembang in New Normal Era
L.A. Wibowo, R. Andari & S. Oktavia

Universitas Pendidikan Indonesia

Abstract

The decision of tourists to visit is the need for a destination to be able to maintain its existence, therefore the decision to visit becomes an urgency in this study. The purpose of this study was to obtain an overview and influence of the eWOM dimension on Instagram accounts on the decision to visit several tourist destinations in Lembang during the new normal era. The research method used to determine the effect of each eWOM dimension on visiting decisions is the quantitative method of path analysis. The research was conducted by taking a sample of 110 tourists and processing the data using SPSS for Windows software. The research that has been done suggests that eWOM has a significant simultaneous influence on the decision to visit Lembang tourist destinations in the new normal era.

Keywords: eWOM

Topic: Marketing Management