DAMPAK ELECTRONIC WORD OF MOUTH (E-WOM), CITRA DESTINASI DAN AKSESIBILITAS TERHADAP MINAT BERKUNJUNG ULANG MELALUI KEPUASAN PENGUNJUNG (STUDI KASUS PADA OBJEK WISATA TANJUNG SETUMU PULAU DOMPAK KOTA TANJUNGPINANG)

Abstract

This study aims to determine the impact of electronic word of mouth, destination image and accessibility on interest in revisiting through visitor satisfaction as an intervening variable. This research was conducted on visitors to Tanjung Setumu tourism with a total of 100 visitors as respondents. This research uses purposive random sampling technique and uses Lemeshow formula for sample determination. This research is a quantitative research using descriptive data analysis techniques, classical assumption test, data quality test, path analysis and hypothesis testing. The data were processed using the IBM SPSS Statistic 21 program. Based on this study, it was found that (H1) electronic word of mouth partially had a positive and significant effect on interest in revisiting, (H2) Destination Image partially had a significant positive effect on interest in revisiting, ( H3) Accessibility partially has a significant positive effect on revisiting interest, (H4) Partial visitor satisfaction has a significant effect on revisit interest, (H5) Electronic Word of Mouth partially has a significant positive effect on visitor satisfaction, (H6) Destination Image partially has a significant positive effect on visitor satisfaction, (H7) Accessibility partially has a significant positive effect on visitor satisfaction, (H8) and visitor satisfaction is considered not to be able to significantly mediate the relationship between Electronic Word of Mouth on revisiting interest, (H9) visitor satisfaction is assessed as not yet m can significantly influence the mediating relationship between destination image and interest in revisiting, (H10) visitor satisfaction is considered to have not been able to significantly mediate the relationship between accessibility and interest in revisiting. Based on the results of the research, Tanjung Setumu is expected to be able to continue to increase the interest in repeat visits and visitor satisfaction by paying attention to the factors that support Electronic Word of Mouth, Destination Image and Accessibility.