Destination Website Quality dan Online Destination Brand Experience: Studi Pada Kota Tua Jakarta dan Kepulauan Seribu

Anita Maulina, Teguh Santoso, Anisa Arizona

Abstract


Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variabel destination website quality, sensory online destination brand experience, cognitive online destination brand experience, attitude toward the website dan intention to visit yang diaplikasikan pada website wisata Kota Tua Jakarta dan Kepulauan Seribu. Penelitian ini menggunakan pendekatan kuantitatif menggunakan data primer berupa kuisioner yang dikumpulkan selama bulan Agustus sampai dengan Oktober 2023. Kuisioner disebarkan kepada pengunjung website wisata Kota Tua Jakarta dan Kepulauan Seribu. Sebanyak 221 data kuisioner dapat dikumpulkan dan kemudian diolah lebih lanjut menggunakan Structural Equation Modelling dengan memanfaatkan software SmartPLS. Hasil olah data menunjukan bahwa tidak seluruh hipotesis dapat diterima. Beberapa saran diberikan untuk pengembangan studi lebih lanjut serta pengembangan strategi pengelolaan website demi mencapai peningkatan kunjungan wisata ke Kota Tua Jakarta dan Kepulauan Seribu.

Keywords


destination website quality; online destination brand experience; intention to visit

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DOI: https://doi.org/10.17509/jithor.v7i1.64100

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