PENGARUH DAYA TARIK DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BERKUNJUNG WISATAWAN DI MUSEUM MULAWARMAN KUTAI KARTANEGARA

Syahwa, Audy Putri (2025) PENGARUH DAYA TARIK DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BERKUNJUNG WISATAWAN DI MUSEUM MULAWARMAN KUTAI KARTANEGARA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

One of its rich cultural heritages is the existence of Hindu kingdoms, sultanate palaces and tombs of Kutai kings. Kutai Kartanegara Regency has a variety of interesting tourist destinations, both natural and cultural. There are major tourist destinations in the region, including the Mulawarman Museum. This type of research uses quantitative methods, quantitative approaches look more at social behavior and realities that are objective and measurable. Based on the results of the t test analysis, the t value for the attractiveness variable (X1) is 3.623 with a significance value of 0.001. This significance value is smaller than the significance limit of 0.05, so it can be concluded that the variable Attractiveness (X1) has a significant effect on Interest in Visiting (Y). Thus, the research hypothesis which states that Attractiveness has a positive and significant influence on tourist interest can be accepted. 1. The validity test results show that all statement items on the variables of Attractiveness (X1), E-WOM (X2), and Interest in Visiting (Y) have a calculated r value greater than r table (0.361), so it can be concluded that all indicators are valid. In addition, the reliability test results show that the Cronbach Alpha value for the three variables is more than 0.60, indicating that the instrument used is reliable and consistent.

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