Determinan Intention to Visit Perkampungan Suku Baduy Selama Pandemi
Keywords:
attitude, E-WOM, intention to visit, perceived behavioral control, perceived risk, perkampungan suku baduy, subjective normAbstract
Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi intention to visit Perkampungan Suku Baduy saat masa pandemi COVID-19. Ada lima variabel yang digunakan untuk mengukur, yaitu perceived risk, E-WOM, attitude, subjective norm, dan perceived behavioral control. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) di bulan Desember 2020-Januari 2021. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik random sampling. Total responden dalam penelitian ini adalah 210 yang memiliki pandangan mengenai niat mengunjungi Perkampungan Suku Baduy saat pandemi COVID-19. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya, subjective norm berpengaruh secara positif dan signifikan terhadap E-WOM, attitude berpengaruh secara positif dan signifikan terhadap perceived risk, attitude berpengaruh secara positif dan signifikan terhadap subjective norm, attitude tidak berpengaruh secara positif dan signifikan terhadap E-WOM, perceived behavioral control tidak berpengaruh secara positif dan signifikan terhadap subjective norm, intention to visit tidak berpengaruh secara positif dan signifikan terhadap perceived risk, intention to visit tidak berpengaruh secara positif dan signifikan terhadap subjective norm, intention to visit tidak berpengaruh secara positif dan signifikan terhadap attitude, intention to visit berpengaruh secara positif dan signifikan terhadap E-WOM , dan intention to visit berpengaruh secara positif dan signifikan terhadap perceived behavioral control .
- Kata kunci: attitude, E-WOM, intention to visit, perceived behavioral control, perceived risk, perkampungan suku baduy, subjective norm
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