Management Analysis Journal 9 (1) (2020)

Management Analysis Journal

http://maj.unnes.ac.id

The Analysis of Electronic Word of Mouth, Destination Image, and Visiting Decision on Satisfaction

Muhammad Arif Kurniawan, Ida Maftukhah

Management Department, Faculty of Economics, Universitas Negeri Semarang, Semarang, Indonesia

Article Information Abstract Article History: The purpose of this study was to find out the influence of electronic word of mouth Received January 2020 and destination image on satisfaction through the visiting decision to the visitors Approved February 2020 of Banjarejo Tourism Village. The population in this study were all visitors of the Published March 2020 Banjarejo Tourism Village. The total of samples was 120 respondents with inciden- Keywords: tal sampling techniques through a Likert scale questionnaire. The data collection Electronic Word of method used a questionnaire. Data analysis used classical assumption test and hy- Mouth, pothesis test (t-test and path analysis) with SPSS 25 statistical version. The results Destination Image, showed that electronic word of mouth had a positive influence and significant on Visiting Decision, Visitor visitor satisfaction, destination image had a positive influence and significant on Satisfaction, Banjarejo. visitor satisfaction, visiting decision had a positive influence and significant on visitor satisfaction, and the visiting decision mediated the influence of electronic word of mouth and destination image on visitor satisfaction.

INTRODUCTION will affect the choice of destination, and con- sumption of products and services (Kozak & Indonesia has great tourism potential and Rimmington, 2000). can be an attraction for domestic and foreign Satisfaction is one of the important factors tourist visits (Priatmoko, 2017). This great poten- expected by consumers in purchasing a product tial should be well managed to compete at the lo- or service (Farida, 2014). By giving satisfaction cal and international levels. The ability of an area to customer, customer tends to be loyal, and even to manage its tourism objects will provide a large invites others to use products or services that have advantage for the area concerned (Putra, 2017). given satisfaction to them (Permana, 2013). The- The tourism business can increase income from refore, the tourism places’ manager needs to try both local and foreign tourists (Purnama 2014). to give satisfaction to every tourism place visitors The tourism business has now been growing, so they can compete with other tourist destina- accompanied by competition between managers tions.There are many variables that can influence of tourist destinations which are increasingly visitor satisfaction, one of them is the electronic stringent and competing to increase the number word of mouth (EWOM) variable. Hennig-Thu- of tourist visits (Putri te al., 2012). One of the rau te al. (2004) explained what is the electronic important factors that can make a tourist desti- word of mouth (EWOM), it is a positive and ne- nation competitive is visitor satisfaction. Visitor gative statement made by potential, actual, or for- satisfaction is very important for the company’s mer customers about a product or company that success in marketing a destination because this is available made to many people and institutions

 Correspondence Address: e-ISSN 2252-6552 L2 Building, 1st Floor, Faculty of Economics, Universitas Negeri Semarang Jalan Taman Siswa, Sekaran, Gunungpati, Semarang, 50229 E-mail: [email protected] Muhammad Arif Kurniawan & Ida Maftukhah/ Management Analysist Journal 9 (1) 2020 through the internet. EWOM is digitalization of that electronic word of mouth had no significant traditional WOM, if WOM is delivered directly influence on visiting decision. from one party to another, so the delivery of the Besides studies on electronic word of electronic word of mouth requires intermediary mouth on visiting decision that have differences, media through electronic media (Humaira & Wi- studies on destination image of visiting decision bowo, 2016). The more often and positive WOM also had different results. Study conducted by Za- consumers do on social media, it shows the gre- kia and Farida (2016) in the Kudus Colo tourism ater level of consumer satisfaction in a tourism place proved that destination image variables place. (Putra, 2017). had a significant influence on visiting decision. Besides electronic word of mouth, another So the study conducted by Hania (2016) on Batu variable that can affect visitor satisfaction is desti- City tourists, it showed that there was a positive nation image. Etchner (2003) explained what is a influence between destination image on the deci- destination image, it is the perception of potential sion to visit Batu City. While study conducted by tourists towards a destination. The better image Suwarduki, et al (2016) on the active followers of of tourism can increase tourist satisfaction (Sang- the Instagram account Indtravel who had visited kaeng et al., 2015). tourist destinations in Indonesia showed that the There are suspected factors that can me- destination image had no significant influence on diate between electronic word of mouth and visiting decision. destination image of visitor satisfaction, one of Previous studies on electronic word of them is the visitng decision. The visiting deci- mouth with visitor satisfaction also had a gap in sion is the process by which a visitor evaluates research results. Study conducted by Putra (2017) and selects one alternative needed based on cer- on Yogyakarta Special Region tourists showed tain considerations (Aprilia, 2015). According to that electronic word of mouth had a significant Hasan and Setiyaningtiyas (2015) the electronic influence on satisfaction. However, study con- word of mouth that develops on social media can ducted by Paludi (2016) at the Betawi Cultural influence tourist visiting decision. Destination Village (PBB) of Setu Babakan South Jakarta image also has a role in influencing tourist visi- showed that the electronic word of mouth variab- ting decision, according to Hanif et al. (2016), he le showed a negative influence and not significant said that the destination image in general has an on visitor satisfaction. important role that influences the perception of So the study related to the destination ima- individuals in choosing tourist destinations. Then ge and its relationship with visitor satisfaction the tourists visiting decisions can influence the vi- conducted by several previous researchers whose sitor satisfaction as said by Ardiani and Murwati- results were different. Study on destination image ningsih (2017), she said that the visiting decision with visitor satisfaction conducted by Alqurneh et to utilize the tourism place is an event that leads al. (2002) on Jordanian dead sea visitors showed visitors to achieve satisfaction. Pitana (2005) also that destination image had a significant influence explained that the traveling decision is basically a on visitor satisfaction. So the study conducted by "purchase" decision, which is to spend money to Hanif et al., (2016) on Batu City tourists showed get satisfaction. that destination image had a significant influence Some of previous studies that examined on visitor satisfaction. While study conducted by the visiting decision and visitor satisfaction as- Sundari (2015) on Samosir Regency tourists sho- sociated with the EWOM factor and destination wed that the destination image had no significant image having different results. Previous study on influence on visitor satisfaction. electronic word of mouth with a visiting decisi- According to researchers, one of the inter- on conducted by (Widyanto et al., 2017). with a esting objects to study is Banjarejo Tourism Villa- case study of visitors to Hawai Waterpark Ma- ge. Banjarejo Tourism Village is located in Gabus lang with the results of electronic word of mouth District, Grobogan Regency. Banjarejo Tourism was significantly influence the visitng decision Village has a Fossil House, Ganesha Sleeping Park at Hawai Waterpark Malang. The same result , Medang Site, and Buran Londo. According to was also shown in a study conducted by Muly- researchers from the Yogyakarta Archaeological ati (2018) to tourists in Bukit Tinggi, it indicated Center, Sugeng Riyanto, there are at least four ci- that electronic word of mouth had a significant vilization eras that have been existing in the Ban- influence on visiting decision. While study con- jarejo region based on objects that had been found ducted by Suwarduki et al. (2016) on active follo- by citizens, namely the ancient era, the Megalithic wers of the Instagram account Indtravel who had era, the Hindu-Buddhist era, and the early entry visited tourist destinations in Indonesia showed of Islam. Having a site from four different civiliza-

73 Muhammad Arif Kurniawan & Ida Maftukhah/ Management Analysist Journal 9 (1) 2020 tions is unique in Banjarejo Tourism Village. The Hypothesis Development uniqueness of a tourism place is an indicator of The Relation of Electronic Word of Mouth the destination image (Qu et al., 2011). with Visitor Satisfaction The Banjarejo Tourism Village's manager EWOM is the digitalization of traditional also tries continuously to promote on social me- WOM. If WOM is delivered directly from one dia, which is Instagram using the @desawisata- party to another, the delivery of the electronic banjarejo account by uploading photos and videos word of mouth requires intermediary media, with adding information related to the Banjarejo that is through electronic media (Humaira & Wi- Tourism Village. The activity was usually also at- bowo, 2016). The more often and more positive tended by visitors to the Banjarejo Tourism Villa- WOM consumers do on social media, it shows ge. This showed that the management and visitors the greater level of consumer satisfaction in a have been spreading information about the Ban- tourism place (Putra, 2017). In several previous jarejo Tourism Village on social media to many studies, it was found that there was a relation bet- potential tourists. So it can be said that the Ban- ween EWOM and visitor satisfaction. A study jarejo Tourism Village's manager and the visitors conducted by Setiawan (2014) on Denpasar City have done electronic word of mouth. A post about tourists showed that electronic word of mouth a good thing from a tourism place (ewom) contri- had an influence on the satisfaction of the visitors butes to tourist satisfaction (Putra, 2017). to the Denpasar city. This proved that electronic Despite having a unique destination image word of mouth influenced the satisfaction of visi- and continuing to do EWOM. However, based tors of a tourism place. on the data from Banjarejo Tourism Village ticket From the explanation above, the hypothe- sales from the 2nd quarter of 2018 to the 1st quar- sis can be summarized as follows: ter of 2019 were decreased, it can be seen in the H1: There is a positive influence and significant following table: between electronic word of mouth and visitor satisfaction. Table 1. The Total of Ticket Sales in Banjarejo Tourism Village The Relation of Electronic Word of Mouth with Visitor Satisfaction through Visiting Quarterly The Total Ticket Percentage Decision of Ticket Sales Hennig-Thurau, et al (2004) explained Sales Fluctuations that Electronic Word of Mouth (EWOM) is a Quarter 2 32.148 - - positive and negative statement made by po- (2018) tential or former customers about a product or company that is available made to many people Quarter 3 20.742 (-) 11.406 (-) 35% and institutions through the internet. Informati- (2018) on written on the internet by tourists who have Quarter 4 83.866 (+) 63.124 (+) 304% visited will provide considerable added value (2018) for other users, that are potential tourists, so Quarter 1 13.726 (-) 70.140 (-) 84% this can speed up the development of electronic (2019) word of mouth and will ultimately influence tourist visiting decision (Hasan & Setiyaning- Source: Youth, Sports, Culture and Tourism Office in Grobo- gan Regency. tiyas, 2015). In several previous studies, it was found that there was a relation between EWOM The total of ticket sales of the Banjarejo and the visiting decision. As a study conducted Tourism Village in the first quarter of 2019 was by Sari and Pangestuti (2018), it showed that decreased by 84% compared to the fourth quarter electronic word of mouth had a significant posi- of 2018. The data on the total of ticket sales of the tive influence on visiting decision. Then visiting Banjarejo Tourism Village declined, so it was assu- decision influenced visitor satisfaction as Mar- med that the visitors satisfaction of the Banjarejo diyani (2015) study, it showed that visiting deci- Tourism Village had decreased. From the research sion influenced visitor satisfaction. gap data and the gap phenomenon above, the pur- From the explanation above, the hypothe- pose of this study was to find out "The influence of sis can be summarized as follows: electronic word of mouth and destination image H2: There is a positive influence and significant on satisfaction through the visiting decision to the between electronic word of mouth on visitor visitors of Banjarejo Tourism Village". satisfaction through the visiting decision.

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The Relation between Destination Image and us studies, it was found that there was a relation Visitor Satisfaction between visiting decision and visitor satisfaction. Etchner (2003) explained that a destinati- As a study conducted by Safitasari & Maftukhah on image is the perception of potential tourists to- (2017) of visitors to the Sanggaluri Reptile Park wards a destination. The better image of tourism which showed that the visiting decision of variab- can increase tourist satisfaction (Sangkaeng, et les had a positive influence and significant on the al, 2015). Study of Alqurneh et al., (2002) which visitor satisfaction to the Sanggaluri Reptile Park. was conducted on Jordan's dead sea visitors pro- This proved that the decision to visit influenced ved a significant influence between destination visitor satisfaction. image on visitor satisfaction. So the study con- From the explanation above, the hypothe- ducted by Hanif et al., (2016) which was hold on sis can be summarized as follows: local tourists visiting Batu City, he explained that H5: There is a positive influence and significant destination image had a significant influence on between the visiting decision with visitor sa- tourist satisfaction. This proved that the destinati- tisfaction. on image influenced the visitor satisfaction to the tourism place. Based on the explanation above, a frame- From the explanation above, the hypothe- work can be made and seen in the picture below: sis can be summarized as follows: H3: There is a positive influence and significant between destination image and visitor satisfaction.

The Relation between Destination Image and Visitor Satisfaction through Visiting Decision The destination image is a representation of the overall destination perception and it is for- med from the past information about the destination (Ardiani & Murwatiningsih, 2017). Kotler (2008) explained that one of the psychological factors that influence decision is consumer perception. Tourist perception of a destination is the Figure 1. Research Model understanding of the destination image (Etchner & Ritchie 2003). In several previous studies, it METHOD was found that there was a relation between destination image and visiting decision. As a study This research was a quantitative research. conducted by Fuadillah (2018) on cilacap sea The research designs were the population study, turtle visitors which showed a positive and sig- research samples, sampling techniques, research nificant destination image of the visiting decisi- variables, data collection methods, validity and on. Then the visiting decision influenced visitor reliability tests of the research instruments, and satisfaction as a study by Hartono (2015) which data analysis. The data source of this research showed that the visiting decision variable directly was primary data derived from the results of influenced satisfaction. field observations by filling out the questionnai- From the explanation above, the hypothe- res from the 120 visitors of Banjarejo Tourism sis can be summarized as follows: Village. The population used in this study were H4: There is a positive influence and significant all tourists who were visiting the Banjarejo Tou- between destination image and visitor satis- rism Village, Grobogan Regency, with a total of faction through a visit decision. unknown population. Because the population in this study was unknown, the samples were The Relation between Visiting Decision and taken for this study. The total of samples was Visitor Satisfaction determined using the iteration formula method. According to Setiadi (2003), purchasing In the sampling, it was used the incidental samp- decisions made by consumers to find a solution ling technique, which was the determination of to the problem that was experienced. According samples based on coincidence, which meant to Setyaningsih (2017), the visitors decision to anyone who met the researcher incidentally can utilize the tourism place was an event that leads be used as a sample. Criteria or considerations in visitors to achieve satisfaction. In several previo- drawing and selecting these samples were consu-

75 Muhammad Arif Kurniawan & Ida Maftukhah/ Management Analysist Journal 9 (1) 2020 mers, both men and women who were visiting Classic Assumption Test the Banjarejo Tourism Village. The variables in In normality testing using the Kolmogo- this study consisted of three types, namely the rov-Smirnov test, it was said that the data was dependent variable, the independent variable, normally distributed if the Asimp.Sig (2-tailed) and the intervening variable. The dependent va- value> 0.05 level of significance of One Sample riable in this study was visitor satisfaction. The- Kolmogorov-Smirnov (Ghozali, 2013). From the re were two independent variables in this study test, it was carried out that the Asymp.Sig value namely electronic word of mouth and destina- was obtained. (2-tailed) 0,200> 0.05, which me- tion image, and the intervening variable in this ant the residual data were normally distributed. study was the visiting decision. The instrument In the multicollinearity test, the Tolerance of the suitability test in this study used a validity value in testing showed that each independent and reliability test to assess the feasibility of the variable had a Tolerance value> 0.10, with a Va- research instrument. Sugiyono (2017) explained riance Inflantion Factor (VIF) value <10. So it that the instrument used in the study must be could be concluded that there was no multicolli- valid, which means the measuring instrument nearity between the independent variables in the used to obtain data can measure what should regression model. be measured, and the instrument must be valid In heteroskedasticity testing using the Gle- and reliable. To get the best results in this study, jser test showed that there was no statistically sig- the classical assumption test was used. Ghozali nificant independent variable that influenced other (2013) argued that the classic assumption test is independent variables because the variables used used to get the best results with the aim that the had a probability value of sig> 0.05, so it could independent variable as an estimator of the re- be concluded that there was no heteroscedasticity. lated variable is not biased. The classic assump- tions used in this study were the normality test, Hypothesis Testing the multicollinearity test, and the heteroskedas- Statistical Test (t test) ticity test to test the influence of independent variables individually on the related variables, it Table 2. The Influence of Electronic Word of was carried out by test and path analysis. Ac- Mouth, Destination Image, and Visiting Decision cording to Sugiyono, (2014), path analysis is the on Visitor Satisfaction. development of regression analysis, so regression analysis can be said as a special form of path Coefficientsa analysis. Through path analysis, it will be found Model Standardized t Sig. which path is most appropriate and brief an Coefficients independent variable to the last dependent variable. The relation is said as perfect mediation Beta (complete mediation) if the indirect influence is (Constant) -3.271 .001 significant, and the direct influence is not signi- EWOM .210 2.585 .011 ficant. The relation is said as partial mediation Destination if the indirect influence, and the direct influence .279 3.057 .003 Image are both significant. Visiting .476 5.881 .000 RESULT AND DISCUSSION Decision a. Dependent Variable: Visitor_ Satisfaction The samples of this study were 120 respon- Source: Primary data processed, 2019 dents consisted of 46 male and 74 female respondents. The Influence of EWOM on Visitor Satisfaction Validity and Reliability Test Based on table 2, it could be seen that the Based on the validity test, it was known value of β ewom = 0.210 which meant that the that all statements used in the study had sig va- relation between the EWOM variables on visi- lues. Alpha count <0.05 so that all statement tor satisfaction was positive with a significance items were valid and worth to use. For the re- level of the EWOM variable on visitor satisfac- search, the reliability test results of all variables tion was 0.011. Then the value of sig. the count showed the value of Cronbach’s alpha> 0.70, so was smaller than the alpha determined, that was it could be concluded that all items of the state- 0.011 <0.05. Thus H1 which stated that EWOM ment were reliable to use as research instruments. had a positive influence and significant on visitor

76 Muhammad Arif Kurniawan & Ida Maftukhah/ Management Analysist Journal 9 (1) 2020 satisfaction was accepted. This meant that the in- cant positive influence on visitor satisfaction. creasing of electronic word of mouth about the Another study of destination image on visitor Banjarejo Tourism Village on social media, the satisfaction was carried out by Ermawati (2018) satisfaction felt by visitors to the Banjarejo Tou- of Dieng visitors, it showed that imagery in- rism Village was increasing. fluenced satisfaction. Electronic word of mouth conducted by the Banjarejo Tourism Village's manager was by The Influence of Visiting Decision on Visitor utilizing Instagram social media using the @de- Satisfaction sawisatabanjarejo account that uploaded photos From the t test, it could be seen that the and videos related to the Banjarejo Tourism Vil- value of β3 = 0.476, which meant the relation lage. Based on the writer's observations on social between visiting decision variables on visitor sa- media, the activity of uploading photos related tisfaction was positive with the significance level to the Banjarejo Tourism Village was also carried of visiting decision variables on visitor satisfac- out by the visitors. Uploads made on social me- tion was 0,000. Then the value of sig. the count dia influenced visitor satisfaction to the Banjarejo was smaller than the alpha determined, that was Tourism Village. 0,000 <0.05. Thus H5 which stated that the visi- These results were supported by study con- ting decision had a positive influence and signi- ducted by Putra (2017) on visitors to the Special ficant on visitor satisfaction was accepted. This Region of Yogyakarta which showed that electro- meant that the higher of the visiting decision to nics word of mouth had a positive influence and the visitors of Banjarejo Tourism Village, the sa- significant on tourist satisfaction. The more elec- tisfaction felt by visitors of the Banjarejo Tourism tronics word of mouth that consumers done, it Village increased. showed the greater level of consumer satisfaction The results of this study were supported in a tourism place. by study conducted by Kristiutami (2015), it was carried out at the Bandung Geological Museum The Influence of Destination Image on Visitor which showed that the visiting decision had a Satisfaction positive influence and significant on visitor sa- Based on table 2, it could be seen that the tisfaction. The same results were also shown by value of β2 = 0.279, which meant the relation study conducted by Safitasari (2017) on visitors between destination image variables on visitor sa- to the Sanggaluri Reptile Park which showed tisfaction was positive with the significance level that the visiting decision variable had a positive of destination image variables on visitor satisfac- influence and significant on visitor satisfaction. tion was 0.003. Then the value of sig. the count According to (Setyaningsih, 2017), the occur- was smaller than the alpha determined, that was rence of visitors' decisions to utilize the tourism 0.003 <0.05. Thus H3 which stated that destinati- place was an event that leads visitors to achieve on image had a positive influence and significant satisfaction. on visitor satisfaction was accepted. This meant that the better of the destination image owned Path Analysis by the Banjarejo Tourism Village, the satisfaction felt by visitors of the Banjarejo Tourism Village Table 3. R Model Square increased. Based on the objects that have been found Model Summary 2 in Banjarejo Tourism Village, it had a discovery Model R R Square Adjusted R Square site from four different civilizations ranging from the ancient era, the Megalithic era, Hindu-Budd- 1 .930a .865 .861 hist era to the early era of the entry of Islam. This a. Predictors: (Constant), Visiting_Decision, was a unique feature of the Banjarejo Tourism EWOM, Destination Image Village. Also, in Banjarejo there was a giant sized sleeping Ganesha statue that was characteristic Based on the data in table 5, it could be and often used as a photo spot for visitors. The seen the value of R Square was 0.865. This value uniqueness of a tourist destination could improve could be used to calculate the value of e2 with the the destination image of the visitor and influen- formula: e: √ (1-R ^ 2): √ (1-0,865): 0.367. ced visitor satisfaction. From the results of the calculation above, The results of this study were supported it could be seen that the e (error) value of electro- by a study conducted by Alqurneh et al., (2002), nic word of mouth, destination image, and the vi- it showed that destination image had a signifi- siting decision, and visitor satisfaction was 0.367.

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Table 4. Regression Model electronic word of mouth variables on visitor satisfaction that was 0.210 + (0.210 x 0.476) = 0.310. Coefficientsa Because of the path coefficient of the electronic word of mouth variable on visitor satisfac- Standardized tion through a visit decision was greater than the Model Coefficients t Sig. direct influence of the electronic word of mouth Beta on visitor satisfaction (0.310> 0.210). So, this 1 (Constant) -3.271 .001 showed that the visiting decision can mediate the EWOM .210 2.585 .011 relation of electronic word of mouth variables to visitor satisfaction. Based on that, H2 stated that Destination .279 3.057 .003 electronic word of mouth influences visitor satis- Image faction through visiting decisions was accepted. Visiting .476 5.881 .000 This was in line with study conducted by Decision Setiawan (2014) on Denpasar City tourists which a. Dependent Variable: Visitor_Satisfaction showed that electronic word of mouth had an influence on the satisfaction of Denpasar visitors. Based on table 3 and table 4, the regression equation could be seen as follows: The Influence of Destination Image on Visitor Satisfaction through Visiting Decision VS = EWOM + DI + VD + e It was known that based on the SPSS cal- Visitor Satisfaction = 0.210 EWOM + culation output, the direct influence of destination 0.279 DI + 0.476 VD+ 0.367. image variables on visitor satisfaction was 0.279, and the indirect influence of destination image on The equation showed that: visitor satisfaction through visiting decision could Every increasing of electronic word of be known by multiplying the regression coefficient mouth will be followed by increasing of visitor of destination image variables on visitor satisfaction satisfaction by 0.210 if other variables were assu- and the visitor decision regression coefficient on sa- med constantly. tisfaction visitors, that was 0.279 x 0.476 = 0.133. Every increasing of destination image will The total influence of the path coefficient be followed by increasing of visitor satisfaction by was by adding up the direct and indirect influence 0.279 if other variables were assumed constantly. of the destination image variable on visitor satis- Every increasing of visiting decision will faction = 0.279 + (0.279 x 0.476) = 0.412. be followed by increasing of visitor satisfaction by Because of the path coefficient of the des- 0.476 if other variables were assumed constantly. tination image variable on visitor satisfaction The value of e2 (error) was 0.367, it exp- through a visit decision was greater than the di- lained that the variance value of visitor satisfac- rect influence of the destination image on visitor tion that could not be explained by the electronic satisfaction (0.412> 0.279). So, this showed that word of mouth variable, destination image, and the visiting decision can mediate the relation bet- visitation decision. ween destination image variables and visitor satisfaction. It was known from the calculation of The Influence of EWOM on Visitor the total influence of destination image path coef- Satisfaction through Visiting Decision ficient on visitor satisfaction through the visit de- Known from the results of the SPSS out- cision was 0.412 with the value of the destination put, the influence of visiting decision on visitor image's direct influence on visitor satisfaction at satisfaction was equal to 0.476, and the direct 0.279. Based on that, H4 stated that the destina- influence of electronic word of mouth on visitor tion image influenced visitor satisfaction through satisfaction was equal to 0.210. visiting decisions was accepted. The indirect influence of electronic word The results of this study were supported of mouth on visitor satisfaction through visi- by a study conducted by Sundari (2015) which ting decision could be known by multiplying the was carried out on Samosir Regency tourists, it regression coefficient of the electronic word of showed that destination image had a significant mouth variable on visitor satisfaction and the reg- influence on visitor satisfaction. These results ression coefficient of visiting decision on visitor were in line with a study conducted by Alfitriani, satisfaction was 0.210 x 0.476 = 0.100. (2015) on Palembang City tourists which showed The total influence of the path coefficient that the destination image had a positive influen- was by totalling the direct and indirect influence of ce and significant on visitor satisfaction.

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CONCLUSIONS AND RECOMMENDATION of this study, the Banjarejo Tourism Village's manager was suggested to maintain and improve Based on the results and discussion of this the image of the Banjarejo Tourism Village, for research, the conclusions can be drawn as follows: example by preserving and caring for historical ob- Electronic Word of Mouth had a positive jects that have been found, adding facilities that are influence and significant on the visitor satisfac- still lacking like seating and trash bins that placed tion to the Banjarejo Tourism Village. That was, in every corner of tourism place, and also maintai- every increasing of Electronic Word of Mouth ning the cleanliness of the tourism place. will be followed by increasing of visitor satisfaction at the Banjarejo Tourism Village. REFERENCE Electronic Word of Mouth had a positive influence and significant on visitor satisfaction Alfitriani. (2015). 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Pengaruh Word of Mouth terha- faction at the Banjarejo Tourism Village. dap Minat Berkunjung serta Dampaknya pada The destination image had a positive in- Keputusan Berkunjung (Survei pada Pengun- fluence and significant on visitor satisfaction at jung Tempat Wisata Jawa Timur Park Kota Banjarejo Tourism Village. That was, every inc- Batu). Jurnal Administrasi Bisnis, 24(1), 1-6. reasing of the image at Banjarejo Tourism Villa- Ardiani, E., & Murwatiningsih. (2017). Membangun Loyalitas Konsumen Melalui Citra Merek, ge, it would be followed by increasing of visitor Kualitas Pelayanan dan Kepuasan Konsumen. satisfaction at the Banjarejo Tourism Village. Management Analysis Journal, 6(3), 274-284. The destination image had a positive in- Ermawati. (2018). The Influence of Destination Im- fluence and significant on visitor satisfaction at age, Push and Pull Travel Motivation towards Banjarejo Tourism Village through the visiting Tourist Loyalty Through Tourist Satisfaction. decision. The visiting decision succeeded in me- Management Analysis Journal, 7(4). diating the destination image toward visitor sa- Etchner, & Ritchie. (2003). The Meaning and Mea- tisfaction. Thus, the higher of the image at Ban- surement of Destination Image. The Journal of jarejo Tourism Village, the higher of the visiting Tourism Studies, 14(1), 37-48. Farida, N. (2014). Analisis Model Kepuasan terhadap decision of visitor, then the visiting decision of Pembelian Ulang. Jurnal Dinamika Manajemen, visitor would influence the visitor satisfaction at 5(2), 200-208. Banjarejo Tourism Village. Fuadillah, N. (2018). The Effect of Place Branding, Visiting decision had a positive influence Promotion and Tourism Product Atribute to and significant on visitor satisfaction at Banjare- Decision to Visit through the Destination Im- jo Tourism Village. That was, every increasing of age. Management Analysis Journal, 7(3). visiting decision would be followed by increasing Ghozali, I. (2013). Aplikasi Analisis Multivariat dengn of visitor satisfaction at Banjarejo Tourism Village. Program IBM SPSS. (7th ed.). Semarang: Badan Based on the conclusions of this study, the Penerbit Universitas Diponegoro. Hania, A., Sunarti, S., & Pangestuti, E. (2016). Pen- recommendation that can be given are as follows: garuh Bauran Promosi terhadap Keputusan The Banjarejo Tourism Village's mana- Berkunjung dengan Citra Destinasi sebagai ger was suggested to maintain and improve the Variabel Mediasi (Survei pada Wisatawan Jawa electronic word of mouth that has been done Timur Park 1 Kota Batu). Jurnal Administrasi through Instagram, and it was also suggested Bisnis, 40(1), 186-193. to utilize other social media such as Facebook, Hanif, A., Kusumawati, A., & Mawardi, M. (2016). Twitter, and email. Many people in the world Pengaruh Citra Destinasi terhadap Kepuasan already have an email (Sakitri et al., 2009). So Wisatawan serta Dampaknya terhadap Loyalitas the manager can utilize these media in carrying Wisatawan (Studi pada Wisatawan Nusantara yang Berkunjung ke Kota Batu). Jurnal Adminis- out promotional activities because in this study, trasi Bisnis S1 Universitas Brawijaya, 38(1), 44-52. it was known that electronic word of mouth in- Hartono, A. (2015). Pengaruh Citra Merek dan Kualitas fluenced visitor satisfaction. terhadap Kepuasan Konsumen melalui Kepu- Related to destination image variables that tusan Pembelian sebagai Variabel Intervening. influenced visitor satisfaction based on the results Management Analysis Journal, 4(2), 153-162.

79 Muhammad Arif Kurniawan & Ida Maftukhah/ Management Analysist Journal 9 (1) 2020

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