Pengaruh e-wom dan citra destinasi terhadap minat berkunjung wisatawan pada objek wisata waterfront pangururan melalui media sosial tiktok
DOI:
https://doi.org/10.47065/imj.v6i1.501Keywords:
e-WoM, Citra Destinasi, Minat Berkunjung, TiktokAbstract
Pertumbuhan persaingan antardestinasi serta dominasi media sosial sebagai rujukan perencanaan perjalanan menuntut destinasi yang visibilitasnya relatif terbatas untuk membangun persepsi publik secara lebih strategis. Studi ini mengkaji bagaimana komunikasi dari e-WoM pada TikTok membentuk citra destinasi dan minat berkunjung ke Waterfront Pangururan di kawasan Danau Toba. Penelitian menguji pengaruh citra destinasi terhadap minat berkunjung, pengaruh e-WoM terhadap minat berkunjung dan citra destinasi, serta peran mediasi citra destinasi dalam hubungan komunikasi dari e-WoM dan minat berkunjung. Data dikumpulkan melalui survei daring pada Oktober hingga Desember 2025 terhadap 147 pengguna aktif TikTok yang pernah berkunjung ke Waterfront Pangururan, dengan teknik purposive sampling. Analisis dilakukan menggunakan pemodelan persamaan struktural berbasis partial least squares dengan evaluasi model pengukuran dan model struktural. Hasil menunjukkan bahwa citra destinasi meningkatkan minat berkunjung dan komunikasi dari mulut ke mulut elektronik memperkuat citra destinasi, sementara pengaruh langsung e-WoM terhadap minat berkunjung tidak terdukung; pengaruh e-WoM terhadap minat berkunjung terutama bekerja melalui pembentukan citra destinasi. Secara teoretis, temuan ini menegaskan citra destinasi sebagai mekanisme penjelas utama yang mentransmisikan pengaruh komunikasi digital ke intensi perilaku wisatawan dalam ekosistem pariwisata berbasis media sosial. Secara praktis, pengelola destinasi perlu memprioritaskan strategi penguatan citra melalui konten visual yang autentik dan informatif, serta mendorong ulasan dan rekomendasi yang kredibel di TikTok untuk meningkatkan keterpaparan, kepercayaan, dan niat kunjungan
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