Effects of Electronic Word of Mouth, Social Media Marketing, and Price Perception on Visiting Decisions at Rodjo Tater, Tegal Regency
DOI:
https://doi.org/10.24905/icobis.v2i1.88Keywords:
electronic word of mouth (e-WOM), social media marketing, price perception, visiting decisionAbstract
Rodjo Tater is an agro-tourism destination in Tegal Regency that combines agricultural and livestock education with recreational facilities. This study aims to analyze the effects of electronic word of mouth (e-WOM), social media marketing, and price perception on visiting decisions. The study uses a quantitative survey approach. The population consisted of visitors to Rodjo Tater, and 100 respondents were selected through purposive sampling. Data were collected using questionnaires and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, the t-test, the F-test, and the coefficient of determination. The results show that e-WOM has a positive and significant effect on visiting decisions (B = 0.117; t = 3.692; sig. = 0.000), as do social media marketing (B = 0.200; t = 2.455; sig. = 0.016) and price perception (B = 0.403; t = 5.726; sig. = 0.000). Simultaneously, the three variables have a positive and significant effect on visiting decisions (F = 36.329; sig. = 0.000). The coefficient of determination (R²) of 0.532 indicates that the model explains 53.2% of the variation in visiting decisions, while the remaining 46.8% is explained by other factors. Price perception is the most dominant variable.
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