PENGARUH E-WOM DI MEDIA SOSIAL TERHADAP MINAT BERKUNJUNG WISATAWAN PADA DESTINASI WISATA KULINER DI UBUD

Abstract

This study aims to analyze the effect of electronic word of mouth (e-WOM) on social media on tourists’ intention to visit culinary tourism destinations in Ubud. The research method used is a quantitative approach with an associative research type. The sampling technique employed purposive sampling with a total of 120 respondents who are active social media users and have an interest in culinary tourism. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using simple linear regression with the assistance of SPSS. The results show that e-WOM has a positive and significant effect on tourists’ intention to visit. This is evidenced by the regression coefficient value of 0.645 and a significance value of 0.000 < 0.05. In addition, the coefficient of determination (R²) of 0.520 indicates that 52% of the variation in visiting intention can be explained by e-WOM. These findings indicate that the higher the intensity and quality of information shared on social media, the higher the tourists’ intention to visit culinary tourism destinations. This study implies that e-WOM is an important factor in digital marketing strategies, particularly in enhancing the attractiveness of culinary tourism. Therefore, business actors are expected to optimize the use of social media to encourage positive reviews and improve tourist experiences.