E - Conference Universitas Merdeka Malang, International Conference on Hospitality and Tourism Studies (ICONHOSTS) 2021

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The Effect Of Electronic Word Of Mouth (E WOM) And Celebrity Endorser On The Decision To Visit Labuan Bajo
Jesica Methania Septi

Last modified: 2022-01-09

Abstract


This study aims to determine the effect of  electronic word of mouth, dan celebrity endorser on the decision to visit Labuan Bajo, 3) electronic word of mouth and celebrity endorser on the decision to visit Labuan Bajo, and 4 ) analyzed which of the electronic word of mouth and celebrity endorser variables had the dominant effect on the decision to visit Labuan Bajo. This type of research is quantitative. The population of this research is domestic tourists who have visited Labuan Bajo, with a sample of 70 respondents. The sampling technique used is purposive sampling technique with data collection method using a questionnaire. Some of the respondents' criteria determined are domestic tourists who have traveled to Labuan Bajo, tourists who actively use social media, and tourists who are followers of any social media or follow content from at least one of the six influencers who participated in #KembaliBerwisata campaign in Labuan Bajo. The questionnaire was made in the form of a google form to respondents and distributed online using various social media platforms. The data was calculated using validity test, reliability test, classical assumption test, and hypothesis testing. Analysis of the data used is multiple linear regression analysis. The results showed that: 1) electronic word of mouth had a significant effect on the decision to visit Labuan Bajo, 2) celebrity endorser had no significant effect on the decision to visit Labuan Bajo, 3) electronic word of mouth and celebrity endorser simultaneously effect on the decision to visit Labuan Bajo, and 4) electronic word of mouth is the variable that has the most dominant effect on the decision to visit Labuan Bajo.

Keywords


electronic word of mouth; celebrity endorser; visit decision

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