MEMPREDIKSI NIAT TURIS MENGUNJUNGI KEMBALI ALUN-ALUN KOTA BANDUNG: BAGAIMANA PERAN E-WOM?

Tujuan dari penelitian ini adalah untuk menguji pengaruh: 1) E-WoM terhadap Sikap (Attitude). 2) E-WoM terhadap Destinaiton Image. 3) E-WoM terhadap Kepuasan Wisatawan. 4) E-WoM terhadap Niat Berkunjung Ulang 5) Sikap terhadap Niat Berkunjung Ulang 6) Citra Destinasi terhadap Niat Berkunjung Ulang. 7) Kepuasan Wisatawan terhadap Niat Berkunjung Kembali. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner yang disebarkan secara online. Responden adalah mereka yang berkunjung dan telah melakukan kunjungan ulang sebanyak tiga kali di Alun-Alun Kota Bandung . Sebanyak 252 responden dilibatkan, data dianalisis dengan menggunakan SPSS versi 26 dan SEM (Structural Equation Modeling) dari software AMOS versi 26 untuk mengelola data dan menganalisis data penelitian. Hasil penelitian ini berdasarkan hipotesis menunjukkan bahwa hipotesis e-WoM terhadap attitude diterima dan signifikan, e-WoM terhadap destination image diterima dan signifikan, e-WoM dan kepuasan wisatawan diterima dan signifikan, e-WoM terhadap revisit intention diterima dan signifikan, attitude terhadap revisit intention diterima dan signifikan, destination image terhadap revisit intention diterima dan signifikan, kepuasan wisatawan terhadap revisit intention diterima dan signifikan Kata kunci: Citra Destinasi, Electronic Word of Mouth, Kepuasan Wisatawan, Niat Berkunjung Kembali, Sikap *** The purpose of this research is to examine the effect of: 1) E-WoM on Attitude. 2) E-WoM on Destinaiton Image. 3) E-WoM on Tourist Satisfaction. 4) E-WoM on Revisit Intention 5) Attitude on Revisit Intention 6) Destination Image on Revisit Intention. 7) Tourist Satisfaction on Revisit Intention. The data collection method used a survey with an instrument in the form of a questionnaire distributed online. Respondents are those who visit and have revisit three times in Alun-Alun Kota Bandung . A total of 252 respondents were involved, the data were analyzed using SPSS version 26 and SEM (Structural Equation Modeling) from AMOS software version 26 to manage data and analyze research data. The results of this study based on the hypothesis indicate that the hypothesis of e-WoM on attitude is accepted and significant, e-WoM on destination image is accepted and significant, e-WoM and tourist satisfaction is accepted and significant, e-WoM on revisit intention is accepted and significant, attitide on revisit intention is accepted. and significant, destination image on revisit intention is accepted and significant, tourist satisfaction on revisit intention is accepted and significant, Keyword: Attitude, Destination Image, Electronic Word of Mouth, Revisit Intention, Tourist Satisfaction