PENGARUH PROMOSI MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BERKUNJUNG WISATAWAN PADA BUKIT SIGUNTANG

Aulia, Rizky (2026) PENGARUH PROMOSI MEDIA SOSIAL DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BERKUNJUNG WISATAWAN PADA BUKIT SIGUNTANG. Diploma thesis, Politeknik Negeri Sriwijaya.

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Abstract

This study aims to examine the influence of Social Media Promotion and Electronic Word of Mouth (E-WOM) on tourists' visit intention to Bukit Siguntang, Palembang City. The study is motivated by the rapid advancement of technology and the growing importance of digital media as a promotional platform and information source that influences tourists' destination choices. A quantitative approach was employed using descriptive and verificative research methods. Data were collected through questionnaires distributed to 100 respondents who had visited or were familiar with Bukit Siguntang. The data were analyzed using multiple linear regression with SPSS software, including validity, reliability, classical assumption, t-test, F-test, and coefficient of determination analyses. The findings reveal that Social Media Promotion has a positive and significant effect on tourists' visit intention, with a tvalue of 10.203 and a significance level of 0.000. Similarly, E-WOM has a positive and significant effect on tourists' visit intention, with a t-value of 4.539 and a significance level of 0.000. Furthermore, Social Media Promotion and E-WOM simultaneously have a significant effect on tourists' visit intention, as indicated by an F-value of 76.115 and a significance level of 0.000. The coefficient of determination (R²) is 0.611, indicating that Social Media Promotion and E-WOM account for 60,3% of the variance in tourists' visit intention, while the remaining 38.9% is explained by other factors beyond the scope of this study.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Social Media Promotion, Electronic Word of Mouth (E-WOM), Visit Intention, Tourism Destination, Bukit Siguntang.
Subjects:	P Language and Literature > PE English
Divisions:	English > Undergraduate Theses
Depositing User:	Pustaka Bahasa
Date Deposited:	30 Oct 2026 03:16
Last Modified:	30 Oct 2026 03:16
URI:	http://eprints.polsri.ac.id/id/eprint/27139

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