PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP CITRA DESTINASI SERTA DAMPAKNYA PADA MINAT DAN KEPUTUSAN BERKUNJUNG WISATAWAN DOMESTIK PADA DESTINASI WISATA KOTA BUKITTINGGI

This study aims to determine the effect of electronic word of mouth on the image of the destination and its impact on the interests and decisions of domestic tourists visiting the tourist destination of Bukittinggi City. The population in this study is all domestic tourists on tourist destinations Bukittinggi City in 2017 which is not known with certainty in number, with a total sample of 246 people. Sampling technique using nonprobability sampling method with accidental sampling technique. Data analysis method using partial least square (PLS). The result of this research indicate, for direct influence, electronic word of mouth have positive significant effect to tourism destination image, electronic word of mouth have positive significant effect on tourist visiting interest, electronic word of mouth have a significant positive effect on tourist visiting decision, on the interest of visiting, the image of the destination has a significant positive effect on the decision to visit, while visiting interest had negative effect not significant to tourist visiting decision. As for the indirect influence of electronic word of mouth have a significant positive effect on the decision of visiting through the image of the destination, electronic word of mouth have a significant positive effect on the interest of visiting through the image of the destination, the image of the destination has negatively significant effect on the visiting decision through visiting interest.