Sifa Sulistiani Haya, 7311418075 (2023) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), PLACE BRANDING DAN PRODUK WISATA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN MELALUI MOTIVASI PADA OBJEK WISATA KEMIT FOREST EDUCATION CILACAP. Under Graduates thesis, UNIVERSITAS NEGERI SEMARANG.

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Abstract

Indonesian tourism has grown rapidly in recent years. However, at the beginning of 2020, the total number of foreign tourist visits to Indonesia decreased due to travel restrictions due to the Covid-19 pandemic. Therefore, it is necessary to increase the number of tourist visits as a result of visiting decisions. This study aims to analyze electronic word of mouth, place branding, and tourism products on tourists' visiting decisions through motivation at the Kemit Forest Education Cilacap Tourism Object. The population in this study are tourists who have visited Kemit Forest Education. The number of samples is 115 respondents using the Non-Probability Sampling method, namely the Incidental Sampling technique. The data collection method uses a survey. Data analysis used path analysis through the SPSS version 26 program. The results showed that the electronic word of mouth variable had no significant effect on the decision to visit in person. Meanwhile, place branding and tourism product variables have a positive and significant effect on the decision to visit directly. The results of the path analysis test show that motivation can mediate electronic word of mouth, place branding, and tourism products on visiting decisions.

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