PENGARUH e-WOM (Electronic Word Of Mouth), DESTINATION IMAGE, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN BERWISATA DI PANTAI PANGASAN PACITAN

This study aims to determine the effect of e-WOM (Electronic Word Of Mouth), Destination Image, and Social Media on Travel Decisions at Pangasan Pacitan Beach partially or simultaneously. This research uses quantitative methods. The sample for this study was taken from tourists who had visited Pangasan beach and were asked to answer several questions, the questions were in the form of a questionnaire with the number of samples taken in this study as many as 105 respondents and at least 16 years old.
The results showed that the variable e-WOM (Electronic Word Of Mouth) had a partially positive and significant effect on the decision to travel to Pangasan Beach. The Destination Image variable has a partially negative and significant effect on the decision to travel to Pangasan Pacitan beach. The social media variable has a partially positive and significant influence on the decision to travel to Pangasan Pacitan Beach. And simultaneously the variables e-WOM (Electronic Word Of Mouth), Destination Image, and Social Media have a significant effect on Travel Decisions at Pangasan Pacitan Beach. This is evidenced by the results of completing a questionnaire conducted by Pangasan beach visitors who were the samples in this study.

Keywords: e-WOM (Electronic Word Of Mouth), Destination Image, Social Media, and Travel Decisions