THE INFLUENCE OF SOCIAL MEDIA AND E-WOM ON TOURISTS INTENTION TO REVISIT TELUK KILUAN, LAMPUNG. Rina Suprina (a*, b), Mayagina Bangun (b), Ratih Hurriyati (a), Vanessa Gaffar (a)
a) Universitas Pendidikan Indonesia
Jl. Setiabudi No. 229, Bandung, Indonesia
*rinasuprina[at]stptrisakti.ac.id
b) Trisakti School of Tourism
Jl. IKPN, Tanah Kusir Bintaro, Jakarta, Indonesia
Abstract
The purpose of this study is to analyze the use of social media and E WOM by tourists in Teluk Kiluan, Lampung, and to examine their effect on revisit intention. The independent variables are the use of social media and E WOM. The dependent variable is tourists^ revisit intention. Data was obtained through the distribution of questionnaires to tourists. The research method used was descriptive quantitative with multiple linear regression analysis. The influence of social media and EWOM on tourists^ revisit intention was tested using the F test to examine the simultaneous effect and the T-test to examine the partial effect. The results of the study showed that the use of social media by respondents was high, with a mean value of 3.19 (scale of 1-4). The use of electronic word of mouth (e-WOM) by respondents was also high, with a mean value of 3.09 (scale of 1-4). The respondents^ revisit intention was high, with a mean value of 3.09 (scale of 1-4). There was a fairly strong relationship between social media and E-WOM with revisit intention. The coefficient of determination showed that social media and e-WOM affected revisit intention by 45.1%, while the remaining 54.9% was influenced by other factors not included in this study. The hypothesis test results showed that social media and e-WOM had a simultaneous effect on revisit intention. The manager of the Teluk Kiluan as a tourist destination is recommended to continue developing and maintaining the quality of the tourist destination so that the tourists^ expectations obtained through e-WOM meet the actual experience.
Keywords: social media, E-WOM, revisit intention, Teluk Kiluan
