PENGARUH ELECTRONIC WORD OF MOUTH PADA MEDIA TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PAKET OPEN TRIP PT. PERJALANAN WISATA INDONESIA DI KOTA TANGERANG

Mega Syinta Rahayu, Raden Asri Kartini, Adrial Adrial

Abstract


Abstract. Electronic Word Of Mouth (e-WOM) is word-of-mouth communication using electronic media. PT. Perjalanan Wisata Indonesia is a well-known travel company in Tangerang, this company implements a marketing strategy through Tiktok media. This study focuses on measuring the factors and scales that influence e-WOM on Tiktok media. Because e-WOM is one of the factors in customer decisions towards purchases. This study uses a descriptive quantitative research approach to collect and analyze data. The descriptive quantitative method is considered a scientific method because it fulfills scientific principles. The aim is to find out whether there is a relationship between electronic word of mouth and purchasing decisions, and how much influence electronic word of mouth has on purchasing decisions. Based on the research results, it is known that in the coefficients table above there is a t value of 11.424 and at a significant level of 0.01. If the significance level is 0.05 then H0 is rejected. The results of this study indicate a significant effect of e-WOM as variable (X) on purchasing decisions as variable (Y). By using an e-WOM marketing strategy that is in accordance with the times, purchasing decisions will get better, and increase purchases.

Keywords: Electronic Word Of Mouth, Purchase Decision, PT. Perjalanan Wisata Indonesia, Tiktok

 

Abstrak. Electronic Word Of Mouth (e-WOM) adalah komunikasi dari mulut ke mulut dengan menggunakan media elektronik. PT. Perjalanan Wisata Indonesia adalah perusahaan perjalanan wisata yang terkenal di Tangerang, perusahaan ini menerapkan strategi pemasaran melalui media Tiktok. Penelitian ini fokus pada pengukuran faktor dan skala yang memengaruhi e-WOM pada media Tiktok. Karena e-WOM menjadi salah satu faktor keputusan pelanggan terhadap pembelian. Penelitian ini menggunakan pendekatan penelitian kuantitatif deskriptif untuk mengumpulkan dan menganalisis data. Metode kuantitatif deskriptif dianggap sebagai metode ilmiah karena memenuhi prinsip-prinsip ilmiah. Tujuannya adalah untuk mengetahui apakah ada hubungan antara electronic word of mouth dan keputusan pembelian, serta seberapa besar pengaruh electronic word of mouth terhadap keputusan pembelian. Berdasarkan hasil penelitian diketahui bahwa pada tabel coefficients di atas terdapat nilai t sebesar 11.424 dan pada tingkat signifikannya sebesar 0.01. Jika taraf signifikansinya 0.05 maka H0 ditolak. Hasil penelitian ini menunjukkan adanya pengaruh yang signifikan dari e-WOM sebagai variabel (X) terhadap keputusan pembelian sebagai variabel (Y). Dengan menggunakan strategi pemasaran e-WOM yang sesuai dengan perkembangan zaman, keputusan pembelian akan menjadi lebih baik, dan meningkatkan pembelian.

Kata Kunci: Electronic Word Of Mouth, Keputusan Pembelian, PT. Perjalanan Wisata Indonesia, Tiktok


Full Text:

PDF

References


Abdullah, R., & Prihastuti, Y. (2022). Penerapan Manajemen Operasional Paket Wisata Tailor Made Tour Di PT. Tunas Indonesia Tours And Travel Yogyakarta. Journal Of Tourism And Economic, 5(1), 77–96. https://doi.org/10.36594/jtec/85q06m80

Adhi Kusumastuti et all. (2016). Metode penelitian kuantitatif. Pandiva Buku.

Anisyahrini, R., Wardiani, W., & ... (2023). PENGELOLAAN AKUN SOSIAL MEDIA INSTAGRAM OPEN TRIP DAN JASA TITIP@ jengmimarikmacitralestari DI ERA PANDEMI COVID-19. Linimasa: Jurnal Ilmu …, VI(I). https://www.journal.unpas.ac.id/index.php/linimasa/article/view/6318%0Ahttps://www.j ournal.unpas.ac.id/index.php/linimasa/article/download/6318/2775

Apriyanti, M. E., Sumaryoto, & Meirinaldi. (2024). The Importance of Tourism Infrastructure in Increasing Domestic and International Tourism. International Journal of Research in Vocational Studies (IJRVOCAS), 3(4), 113–122. https://doi.org/10.53893/ijrvocas.v3i4.46

Brogdon, R. (2024). Traditional Marketing Is Not Dead in Veterinary Practice. Veterinary Clinics of North America: Small Animal Practice, 54(2), 369–379. https://doi.org/10.1016/j.cvsm.2023.10.004

Buhalis, D. (2022). TOURISM MANAGEMENT AND MARKETING IN TRANSFORMATION : PREFACE ENCYCLOPEDIA OF TOURISM MANAGEMENT

AND MARKETING Dimitrios Buhalis Dedicated to the memory of my mother Stella who departed this life during this journey .

Chaffey, D., & Smith, P. (2022). Digital Marketing Excellence. Routledge. https://doi.org/10.4324/9781003009498

Chandra, M. E., Afriandhani, M. A. R., & Karima, I. S. (2021). Rancang Bangun Website Open Trip & Penyewaan Alat Pendakian Tripus.Com. JUKOMIKA (Jurnal Ilmu Komputer Dan Informatika), 4(1), 1–13. https://doi.org/10.54650/jukomika.v4i1.299

Chu, S. C., Deng, T., & Mundel, J. (2024). The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications, 30(1), 1–20. https://doi.org/10.1080/13527266.2022.2098364

Duli, N. (2019). Metodologi Penelitian Kuantitatif (1st ed.). PENERBIT DEEPUBLISH (CV BUDI UTAMA). Kemp, S. (2024). DIGITAL 2024: INDONESIA.

https://datareportal.com/reports/digital-2024-indonesia

Kingsnorth, S., Conybeare, G., Cox, M., & Bourner, J. (2008). Digital Marketing Strategy.

In Ppm.

Kotler, P., & Armstrong, G. (2007). Principles of Marketing sixteenth edition. In Invasive Bladder Cancer. https://doi.org/10.1007/978-1-84628-377-2_3

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Bergerak Dari Tradisional Ke Digital.

Kotler, P., & Keller, K. L. (2008). Marketing Management 13th edition. In Ebook of Marketing Management 13th edition (Vol. 1).

Liga, N. S., & Herdiansyah, R. (2022). Perancangan Sistem Informasi Biro Perjalanan Wisata Di PT. Alya@NET Tours And Travel Berbasis Web. OKTAL : Jurnal Ilmu Komputer Dan Science, 1(03), 304–313.


Article Metrics

Abstract - 66 PDF - 38

Refbacks

  • There are currently no refbacks.