PENGARUH INTERNET MARKETING DAN ELECTRONIC WORD OF MOUTH WISATA GASTRONOMI SUNDA TERHADAP MOTIVASI BERKUNJUNG WISATAWAN KE KOTA BANDUNG - Debi Valentina Br Bangun, - (2020)
Penelitian dengan judul "Pengaruh Internet Marketing dan Electronic Word of Mouth Wisata Gastronomi Sunda terhadap Motivasi Berkunjung Wisatawan ke Kota Bandung" menggunakan metode penelitian kuantitatif untuk melihat dan menguji apakah internet marketing (X1) dan electronic word of mouth (X2) wisata gastronomi Sunda memengaruhi motivasi berkunjung wisatawan ke Kota Bandung atau tidak. Teknik pengambilan sampel yang digunakan adalah Incidental sampling dengan kriteria responden wisatawan domestik Kota Bandung. Penelitian ini menggunakan sampel 100 (seratus) responden. Teknik pengujian instrumen dalam penelitian ini yaitu uji validitas dan realibitas, sedangkan teknik analisis data menggunakan uji asumsi klasik, analisis regresi linier berganda, dan analisis deskriptif. Hasil penelitian menunjukkan bahwa : 1) internet marketing dan electronic word of mouth secara bersama-sama memengaruhi motivasi berkunjung wisatawan ke Kota Bandung, 2) internet marketing tidak berpengaruh terhadap motivasi berkunjung wisatawan ke Kota Bandung, dan 3) electronic word of mouth berpengaruh terhadap motivasi berkunjung wisatawan ke Kota Bandung. Kata Kunci : Internet Marketing, Electronic Word of Mouth, Motivasi Berkunjung Wisatawan, Gastronomi, Sunda This study "The Effect of Internet Marketing and Electronic word of Mouth of Sundanese Gastronomy Tourism on tourist visit motivation to Bandung" used the quantitative method to see and examine if the Internet Marketing (X1) and Electronic word of mouth (X2) affect the tourist visit motivation to Bandung. The sampling technique that been used was incidental sampling, with local tourists as the respondent. This study used 100 respondents. Instrument testing technique in this study was the validity and reliability test, while the data analysis technique used the classic assumption test, multiple linear regression analysis, and descriptive analysis. The study result shows that 1) internet marketing and electronic word of mouth simultaneously affected the motivation of tourism to visit Bandung 2) internet marketing didn't affect the tourist visit motivation to Bandung, and 3) electronic word of mouth affected the tourism visit motivation to Bandung. Key Words : Internet Marketing, Electronic Word of Mouth, Tourist Motivation, Gastronomy, Sundanese