THE INFLUENCE OF WORD OF MOUTH AND SOCIAL MEDIA ON CONSUMER SATISFACTION AND THEIR IMPACT ON VISITOR LOYALTY AT BATU FLOWER GARDEN TOURISM OBJECT

Abstract

This type of research is Field Research and the design of this research uses a quantitative approach. The variables described in this study are Word Of Mouth, Social Media Customers, Consumer Satisfaction, and Consumer Loyalty. The population of the research to be carried out is the people of East Java who are 19 years old and have visited the Batu Flower Garden. The sample in this study were people who had visited Batu Flower Garden. Of the samples used in this study were 160 samples. The sampling technique used was purposive sampling and the data collection technique in this study used an e-questionnaire and measurements in this study used a Likert scale. The data analysis technique used in this research uses the Partial Least Square (PLS) approach. The results of this study concluded that Word Of Mouth Research has a positive and significant influence on consumer satisfaction. Batu Flower Garden social media also has a positive influence on Consumer Satisfaction. The satisfaction of consumers who visit Batu Flower Garden has a positive influence on consumer loyalty. Word Of Mouth has a significant impact on Consumer Loyalty. Batu Flower Garden social media has a good influence on Consumer Loyalty