The Role of E-WOM Usefulness and Social Media towards Revisit Intention for Tourist through Destination Image in Jatim Park 2 Batu City

Abstract

This research investigates the influence of E-WOM usefulness and social media on revisit intention for tourists through destination image at Jatim Park 2 in Batu City. This type of research adopts a quantitative approach with a population of 150 tourists. The sampling technique used is the non-probability sampling method. The data collection technique employs a questionnaire. The data analysis techniques utilized are descriptive analysis and multiple linear analysis. The research findings indicate that the direct influence of E-WOM usefulness on destination image is significant, social media on destination image is significant, E-WOM usefulness on revisit intention is significant, destination image on revisit intention is significant, while the direct influence of social media on revisit intention is not significant. The indirect influence of E-WOM usefulness on destination image through revisit intention yields a result of 0.307. This implies that the direct influence of E-WOM usefulness on revisit intention (0.289) is smaller than the indirect influence (0.307). Thus, indirectly, E-WOM usefulness significantly affects revisit intention through destination image, indicating partial mediation. As for the indirect influence of social media on destination image through revisit intention, the result is 0.072. However, due to the insignificant direct influence of social media on revisit intention, full mediation occurs.