Pengaruh Nilai Iklan yang Dipersepsikan dan Getok Tular terhadap Minat Wisata Kota Yogyakarta Dimediasi oleh Citra Destinasi

Mustika Syarifuddin

Abstract


Penelitian ini bertujuan untuk menguji pengaruh nilai iklan yang dipersepsikan dan getok tular (wom) terhadap minat wisata kota di Kota Yogyakarta dengan dimediasi oleh citra destinasi. Penelitian ini dilakukan di Kota Yogyakarta dengan mensurvei 386 responden wisatawan domestik. Teknik pengambilan sampelnya dengan sistem acak menggunakan sampling daerah (cluster). Metode analisis datanya menggunak an analisis regresi sederhana bertahap dan analisis mediasi. Hasil penelitian ini menemukan adanya pengaruh signifikan dan positif antara nilai iklan yang dipersepsikan dan getok tular terhadap citra destinasi. Penelitian ini menunjukkan pula bahwa adanya pengaruh signifikan secara langsung maupun tidak langsung antara nilai iklan yang dipersepsikan dan getok tular terhadap minat wisata Kota Yogyakarta melalui citra destinasi sebagai variabel pemediasi komplementer. Abstract The purpose of this study was to examine the influences of perceived advertising value and word of mouth on intentions of city visit Yogyakarta is mediating by destination image. This research was conducted in the city of Yogyakarta with 386 respondents by surveying domestic tourists. Sample collection techniques with a system using a random sampling area (cluster). Methods of data analysis using stages of simple regression and mediation analysis. The results of this study found a significant and positive influ ence between perceived advertising value and word of mouth on the destination image. This study also shows that significant influence, directly or indirectly between it perceived value advertising and word of mouth to the intentions of city visit Yogyakarta through the destination image as a variable complementary mediator.

Keywords


nilai iklan yang dipersepsikan, getok tular, citra d estinasi, minat wisata; perceived advertising value, word of mouth, destination image, intention to visit

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DOI: https://doi.org/10.24821/jtks.v2i1.1813

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