Eka Putri, Farinda (2026) PENGARUH KEBERAGAMAN BUDAYA, ELECTRONIC WORD OF MOUTH (E-WOM), DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN BERKUNJUNG KE WISATA TAMAN BHINNEKA KOTA SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Taman Bhinneka (Nusantara Creativity Center) merupakan destinasi wisata baru di Kota Surabaya yang mengusung konsep keberagaman budaya melalui miniatur rumah adat, rumah ibadah, serta ruang edukasi multikultural. Keunikan konsep ini menjadikan Taman Bhinneka tidak hanya sebagai tempat rekreasi, tetapi juga sebagai sarana pembelajaran budaya dan toleransi. Fenomena meningkatnya ketertarikan masyarakat terhadap wisata berbasis budaya, ditambah perkembangan teknologi informasi, menjadikan keberagaman budaya, Electronic Word of Mouth (E�WOM), dan social media marketing sebagai faktor penting yang diperkirakan mempengaruhi keputusan berkunjung wisatawan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh keberagaman budaya, E-WOM, dan social media marketing terhadap keputusan berkunjung wisatawan ke Taman Bhinneka Surabaya, baik secara parsial maupun simultan. Metode penelitian yang digunakan adalah kuantitatif dengan desain penelitian explanatory. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang pernah berkunjung ke Taman Bhinneka, menggunakan teknik accidental sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa keberagaman budaya, Electronic Word of Mouth (E-WOM), dan social media marketing secara parsial berpengaruh positif dan signifikan terhadap keputusan berkunjung. Artinya, semakin tinggi persepsi wisatawan terhadap kekayaan budaya, semakin baik ulasan digital yang diterima, serta semakin menarik dan interaktif konten media sosial yang ditampilkan, maka semakin tinggi pula kecenderungan wisatawan untuk memutuskan berkunjung. Selain itu, hasil uji simultan menunjukkan bahwa ketiga variabel tersebut secara bersama�sama berpengaruh signifikan terhadap keputusan berkunjung. Penelitian ini memberikan kontribusi teoritis terhadap literatur pariwisata terutama terkait peran keberagaman budaya dan digital marketing dalam pengambilan keputusan wisatawan. Secara praktis, temuan penelitian ini dapat menjadi dasar bagi pengelola Taman Bhinneka maupun pemerintah Kota Surabaya dalam merumuskan strategi promosi dan pengelolaan destinasi. Dengan memaksimalkan potensi budaya, memperkuat ulasan digital positif, serta meningkatkan kualitas konten media sosial, diharapkan daya tarik Taman Bhinneka dapat meningkat dan mampu menarik lebih banyak pengunjung. Kata Kunci: Keberagaman Budaya, Electronic Word of Mouth (E-WOM), dan Social Media Marketing
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Keberagaman Budaya, Electronic Word of Mouth (E-WOM), dan Social Media Marketing |
| Subjects: | Z Bibliography. Library Science. Information Resources > Z004 Books. Writing. Paleography |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200272 Farinda Eka Putri |
| Date Deposited: | 30 Jun 2026 03:18 |
| Last Modified: | 30 Jun 2026 03:18 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44531 |
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