PENGARUH MEDIA SOSIAL TIKTOK, PERCEIVED DIGITAL VALUE, DAN ELECTRONIC WORD OF MOUTH TERHADAP NIAT BERKUNJUNG PADA DESTINASI WISATA TAMAN APSARI KOTA SURABAYA

Girsang, Dwi Pratiwi and 40045428, (2025) PENGARUH MEDIA SOSIAL TIKTOK, PERCEIVED DIGITAL VALUE, DAN ELECTRONIC WORD OF MOUTH TERHADAP NIAT BERKUNJUNG PADA DESTINASI WISATA TAMAN APSARI KOTA SURABAYA. Undergraduate thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Taman apsari surabaya merupakan ruang publik yang digunakan masyarakat untuk rekreasi dan aktivitas sosial. perkembangan media digital, khususnya tiktok, memengaruhi cara wisatawan memperoleh informasi melalui konten visual, nilai digital yang dirasakan, serta ulasan elektronik. penelitian ini bertujuan untuk menganalisis pengaruh media sosial tiktok, perceived digital value, dan electronic word of mouth terhadap niat berkunjung ke taman apsari. metode penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 100 responden yang pernah melihat konten tiktok mengenai destinasi tersebut. analisis data dilakukan menggunakan regresi linier berganda serta uji validitas, reliabilitas, dan uji asumsi klasik.hasil uji validitas menunjukkan bahwa seluruh indikator memenuhi nilai korelasi sehingga dinyatakan valid. uji reliabilitas menyatakan bahwa instrumen penelitian reliabel karena nilai cronbach’s alpha berada di atas 0,60. uji asumsi klasik menunjukkan bahwa residual berdistribusi normal, tidak terjadi multikolinearitas ditunjukkan oleh nilai vif < 10 dan tolerance > 0,10, tidak terdapat heteroskedastisitas, serta model bebas dari autokorelasi.hasil regresi menunjukkan bahwa media sosial tiktok, perceived digital value, dan electronic word of mouth berpengaruh positif dan signifikan terhadap niat berkunjung. temuan ini menunjukkan bahwa konten tiktok yang menarik, nilai digital yang baik, serta ulasan elektronik yang kredibel mampu meningkatkan minat wisatawan untuk mengunjungi taman apsari surabaya.

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