Institusion
Politeknik Pariwisata NHI Bandung
Author
Zaila Zilda, Zaila Zilda
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-21 05:35:37
Abstract :
The large demand from tourists makes the travel business more widespread,
therefore the competition is getting tougher, especially with the advancement of the
internet, especially in Indonesia. The rise of social media users is one proof of the
development of information technology, where someone can share experiences
about products or services, give reviews and interact with fellow social media
users. This form of communication is known as Electronic Word-Of-Mouth
(eWOM). Kurnia Tour and Travel is a travel business that uses electronic word-of?mouth (eWOM) as its promotional media. This study aims to determine the role of
eWOM on buying interest in followers of Kurnia Tour and Travel. The type of
research used is descriptive quantitative research. The study was conducted on 100
respondents who are followers of Kurnia Tour and Travel by using non-probability
sampling technique through purposive sampling. Based on the results of data
processing, the variable eWOM (X) with the Intensity has the highest score, then
the buying interest variable (Y) Interest has the highest score. So the test results
show that eWOM plays a role in buying interest in followers of Kurnia Tour and
Travel.