Peran Strategi Pemasaran Online Terhadap Minat Kunjungan Pada Jakabaring Sport City Palembang
DOI:
https://doi.org/10.31851/jmwe.v21i2.14706Abstract
ABSTRAK
Penelitian ini bertujuan untuk menguji hipotesis pengaruh Electronic Word of Mounth, Marketing Public Relations terhadap Minat Pengunjung. Teknik pengambilan sampel adalah teknik Purposive Sampling jumlah sampel sebanyak 80 responden. Menggunakan uji instrumen, validitas, dan realiabilitas. Serta uji asumsi klasik yaitu uji normalitas, uji multikolinieritas dan uji heteroskedasitas. Teknik analisis data yang digunakan adalah analisis regeresi linier berganda, analisis koefisien korelasi, analisis koefisiensi determinasi. Uji hipotesis yaitu uji t dan uji F. Hasil uji menyimpulkan secara parsial Electronic Word of Mounth (X1) berpengaruh signifikan terhadap Minat Pengunjung (Y) dengan nilai signifikan 0,015 < 0,05 dan Marketing Public Relations berpengaruh signifikan terhadap Minat Pengunjung (Y) dengan nilai signifikan 0,000 <0,05, Hasil uji F secara simultan diperoleh nilai signifikan 0,000 < 0,05. Dapat disimpulkan bahwa ada pengaruh yang signifikan secara simultan Electronic Word of Mounth dan Marketing Public Relations terhadap Minat Pengunjung Jakabaring Sport City.
Kata Kunci: Electronic Word of Mounth, Marketing Public Relations, Minat Pengunjung Keyword.
ABSTRACT
This research aims to test the hypothesis of the influence of Electronic Word of Mount, Marketing Public Relations on visitor interest. The sampling technique is Purposive Sampling technique with a sample size of 80 respondents. Using instrument testing, validity and reliability. As well as classical assumption tests, namely the normality test, multicollinearity test and heteroscedasticity test. The data analysis techniques used are multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis. Hypothesis testing is the t test and F test. The test results partially concluded that Electronic Word of Mount (X1) had a significant effect on visitor interest (Y) with a significant value of 0.015 < 0.05 and Marketing Public Relations had a significant effect on visitor interest (Y) with a significant value of 0.000 < 0.05. Results The F test simultaneously obtained a significant value of 0.000 <0.05. It can be concluded that there is a significant simultaneous influence of Electronic Word of Mount and Marketing Public Relations on the interest of visitors to Jakabaring Sport City.
Keywords : Electronic Word of Mouth, Marketing Public Relations, Visitor Interest.
References
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