Pengaruh Citra Destinasi dan E-WOM terhadap Loyalitas melalui Kepuasan Pengunjung Wisata Umbul Pelem Klaten sebagai Variabel Mediasi
DOI:
https://doi.org/10.54065/jss.6.2.2026.1262Keywords:
Citra Destinasi, E-WOM, Kepuasan Pengunjung, Loyalitas PengunjungAbstract
Penelitian ini bertujuan menganalisis pengaruh citra destinasi dan Electronic Word of mouth (E-WOM) terhadap loyalitas pengunjung dengan kepuasan pengunjung sebagai variabel mediasi pada objek wisata Umbul Pelem Klaten. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 responden yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner, observasi, dan studi pustaka, lalu dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa citra destinasi berpengaruh positif dan signifikan terhadap kepuasan pengunjung (? = 0,326; t = 4,019; p = 0,000) dan loyalitas pengunjung (? = 0,232; t = 2,931; p = 0,004). E-WOM juga berpengaruh positif dan signifikan terhadap kepuasan pengunjung (? = 0,498; t = 5,892; p = 0,000) dan loyalitas pengunjung (? = 0,322; t = 3,952; p = 0,000). Kepuasan pengunjung berpengaruh positif dan signifikan terhadap loyalitas pengunjung (? = 0,385; t = 4,035; p = 0,000), serta terbukti memediasi pengaruh citra destinasi (? = 0,126; t = 2,788; p = 0,006) dan E-WOM (? = 0,192; t = 3,256; p = 0,001) terhadap loyalitas pengunjung. Nilai R² menunjukkan bahwa model mampu menjelaskan kepuasan pengunjung sebesar 53,6% dan loyalitas pengunjung sebesar 66,6%, dengan nilai GoF sebesar 0,675 yang menunjukkan model sangat baik. Implikasi penelitian ini menegaskan bahwa pengelola destinasi perlu memperkuat citra destinasi dan mengelola E-WOM secara strategis untuk meningkatkan kepuasan dan loyalitas pengunjung.
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