ANALISIS PENGARUH WORD OF MOUTH ONLINE TOURIST TESTIMONY TERHADAP KEPUTUSAN WISATAWAN BERKUNJUNG DI TERAS ALAM ULIN SAMARINDA

Abstract

This study aims to analyze the influence of intensity, valence of opinion, and content of online Word of Mouth (e-WOM) on visiting decisions at the Teras Alam Ulin Samarinda tourist destination. This research applies a quantitative method with a causal associative approach. The population consists of all visitors of Teras Alam Ulin Samarinda, while the sample was selected using the accidental sampling technique, consisting of 157 respondents. Data were collected using a questionnaire and analyzed using multiple linear regression through SPSS.

The results showed that intensity (X₁) has a positive and significant effect on visiting decisions (Y) with a significance value of 0.000. Valence of opinion (X₂) also has a positive and significant effect with a significance value of 0.025. Meanwhile, content (X₃) shows a positive but not significant effect with a significance value of 0.054. Simultaneously, the three independent variables significantly influence visiting decisions, indicated by F-value = 17.558 and Sig. = 0.000. The R Square value of 0.256 indicates that 25.6% of the variation in visiting decisions is explained by the three variables, while the remaining portion is influenced by other factors outside the research model.