Analisis Peran Media Sosial dalam Keputusan untuk Berkunjung ke Taman Literasi Blok M
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh, UGC, E-wom, destination image terhadap visit intention dan visit decision di Taman Literasi Blok M. Metode pengumpulan data menggunakan survei berupa kuesioner. Responden pada penelitian ini sebanyak 350 responden dengan karakteristik berusia 17-34 tahun, pengguna aktif media sosial TikTok, X, dan Instagram dan pernah berkunjung atau memiliki ketertarikan untuk mengunjungi Taman Literasi Blok M berdasarkan informasi dari media sosial. Data dianalisis menggunakan SPSS dan SEM dari AMOS untuk mengolah dan mengenalisis hasil penelitian. Berdasarkan hasil uji hipotesis, UGC terhadap visit intention dan visit decision memiliki pengaruh positif dan signifikan, E-wom terhadap visit intention dan visit decision memiliki pengaruh positif dan signifikan, destination image terhadap visit intention dan visit decision memiliki pengaruh positif dan signifikan, serta visit intention dan visit decision memiliki pengaruh positif dan signifikan.
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