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The Influence of Electronic Word of Mouth (E-WOM) on Tourist Revisit Intention (Case Study: Kampung Batu Malakasari, Bandung, Indonesia)

Year: 2025
Type: article
Abstract: Electronic Word of Mouth or what is known as E-WOM is being widely discussed and we often encounter it on various social media, namely reviews of public figures regarding a product, service, and others. In terms of communication, Electronic Word of Mouth is not only useful in the culinary field, but also has an impact on the tourism sector. The use and design of this strategy is considered effective for the owner of a tourist spot to attract the attention of tourists to make repeat visits. This research focuses on Electronic Word of Mouth because it has more discussion, the way it is delivered, attracts the attention of tourists to visit again, with the object of research being visitors or tourists from Kampung Batu Malakasari. This study entitled The Effect of Electronic Word of Mouth on Tourists' Revisit Interests in Kampung Batu Malakasari Ecopark, Tourism Area. The purpose of this study is to understand, study, analyze, and discuss the influence of intensity, valence of opinion, and content of Electronic Word of Mouth (E-WOM) on Tourists' Revisit Interests in the Tourism Area of Kampung Batu Malakasari. This study uses quantitative research methods with a quantitative approach through a simple linear regression test as astatistical test calculation. The results in this study state that electronic word of mouth has a positive influence on interest in revisiting, with the intensity which has no positive effect (with a sig. 0.502), the valence of opinion which has a positive effect (with a sig.0.009), and the subvariable content in Kampung Batu Malakasari. Keywords: E-WOM, Interest in Revisit, Intensity, Valence of Opinion, Content.
DOI: 10.5281/zenodo.17297350
Author: Rizki, Mohamad Tantra
Language: English
Open Access status: green
OpenAlex ID: W7085821433
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