PENGARUH SERVICESCAPE DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN BERKUNJUNG DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Tempat Wisata Bukit Tangkeban Kab Pemalang)

This research aims to determine the influence of Servicescape and Social media
marketing on Visiting Decisions using Electronic word of mouth as an Intervening
Variable (Case Study at the Tangkeban Hill Tourist Attraction, Pemalang
Regency). The population used in this research were visitors to Tangkeban Hill and
people who had already visited Tangkeban Hill. The sample used in this research
was 385 visitors to Tangkeban Hill who were then processed using AMOS. In this
research, the visiting decision variable uses purchasing decision variable sources
because purchasing decisions can be interpreted as visiting decisions.
The results of this research show that there is a positive and significant influence
of servicescape on electronic word of mouth with a P-value of 0.027<0.05, social
media marketing has a positive and significant influence on electronic word of
mouth with a P-value of 0.001<0. .05, electronic word of mouth has a positive and
significant effect on the decision to visit with a P-value of 0.019<0.05, servicescape
has a positive and significant effect on the decision to visit with a P-value of
0.001<0.05, social media marketing does not has a positive and significant effect
on the decision to visit with a P-value of 0.460<0.05, servicescape has no positive
and significant effect on the decision to visit mediated by electronic of mouth with
a P-value of 0.10<0.05, social media marketing has an effect positive and
significant influence on the decision to visit is mediated by electronic word of mouth
with a P-value of 0.003<0.05.
Keywords: Servicescape, Social media marketing, Electronic word of mouth,
Visiting Decision