THE EFFECT OF ELECTRONIC WORD OF MOUTH (EWOM) IN SOCIAL MEDIA ON INTERESTS AND DECISIONS IN VISITING SURABAYA (STUDY ON TOURISTS WHO HAVE VISITED HISTORICAL TOURS OF SURABAYA)

Perkembangan tekonologi informasi saat ini berkembang sangat pesat sehingga mempermudah untuk mengakses internet. Dengan adanya perkembangan teknologi, pemasaran saat inipun berkembang menjadi pemasaran digital, yaitu dengan menggunakan media sosial untuk melakukan promosi, baik promosi produk maupun jasa pariwisata. Salah satu cara adalah dengan menciptakan pertukaran informasi electronic word of mouth antara para pengunjung wisata dengan menggunakan media sosial. Pertukaran informasi electronic word of mouth dipercaya bisa menimbulkan keinginan dan minat untuk mengunjungi sebuah destinasi wisata. Tujuan penelitian yakni mengetahui dampak electronic word of mouth pada media sosial terhadap minat untuk pergi dan keputusan untuk pergi ke wisata sejarah Surabaya. Penelitian ini dilakukan di beberapa tempat wisata sejarah di Surabaya. Wisatawan domestik Surabaya menjadi populasi penelitian dan jumlahsampel yang dipakai sebanyak 100 orang dengan menggunakan teknik Non probability sampling sebagai Teknik pengambilan sampel. Data dikumpulkan menggunakan observasi dan angket. Software SPSS 25 dengan Teknik analisis path digunakan untuk menganalisis data. Penelitian menghasilkan bahwa Electronic word of mouthmempunyai pengaruh signifikan pada minat dan keputusan berkunjung, minat mempunyai pengaruh signifikan pada keputusan berkunjung akan tetapi tidak dapat memediasi Electronic word of mouthpada keputusan berkunjung. Artinya Electronic word of mouthadalah variable yang penting.

Kata kunci: Electronic word of mouth;Keputusan berkunjung; Media sosial; Minat berkunjung; Pemasaran; Teknologi informasi

The development of the current information expanded to develop very rapidly which facilitates to access the internet. With the development of technology, marketing is currently developing into digital marketing, namely by using social media to perform promotion, both promotional products and tourism services. One way is to create ewom communication between tourists via social media. electronic communication of mouth's words can foster interest and a tourist's decision in visiting a tourist destination. This study has a goal to know the influence of electronic words of mouth on social media for visiting interest and decisions of visiting Surabaya-based history tourists. The research was conducted in several historical attractions in Surabaya. The population in the study is Surabaya domestic tourists and number of samples as many as 100 people with sample using samples using Non- probabilitypling techniques. Data collection through observation and questionnaire. Data analysis conducted by using the path line analysis with SPSS 25 software. Research results show that Electronic word of mouth have a significant effect on Interest, Electronic word of mouth affects significant influential, Significant interest in visiting Visiting The decision and Interest is not able to visit the word of electronic Word against the decision, but visiting his own interest has a quite strong influenced of electronic. It shows that interest is a visit variable is important

Key words: Decision interest; Electronic word of mouth; Information technology; Marketing; Social media; Visiting interest