Peran Emotional Marketing Dan Destination Image Terhadap Positive Electronic Word Of Mouth Melalui Tourist Satisfaction Sebagai Variabel Mediasi Pada Wisata Siantar Zoo

Abstract

This study aims to analyze and determine the influence of Emotional Marketing and Destination Image on Positive Electronic Word of Mouth through Tourist Satisfaction as a mediating variable in Siantar Zoo tourism. The population in this study were tourists who had visited Siantar Zoo. The sample used in this study was 271 people. The data collection technique in this research uses statement techniques or questionnaires. The data analysis tool uses descriptive analysis and PLS Structural Equation Model path analysis. Data testing techniques in this research consist of research instrument tests in the form of validity and reliability tests, construct validity and reliability tests, coefficient of determination tests and hypothesis testing. Data processing in the research used Smart-PLS version 4. Based on the research results, it was found that Emotional Marketing had a positive and insignificant effect on Tourist Satisfaction. Destination Image has a positive and significant effect on Tourist Satisfaction. Emotional Marketing has a positive and significant effect on Positive Electronic Word of Mouth. Destination Image has a positive and significant effect on Positive Electronic Word of Mouth. Tourist Satisfaction has a positive and significant effect on Positive Electronic Word of Mouth. Emotional Marketing has no significant effect on Positive Electronic Word of Mouth through Tourist Satisfaction. Destination Image has a significant effect on Positive Electronic Word of Mouth through Tourist Satisfaction. Based on the results of the Coefficient of Determination, Positive Electronic Word of Mouth can be explained by Destination Image, Emotional Marketing and Tourist Satisfaction at 56%.