The Effect Of Social Media Quality, Social Media Quantity, Social Media Credibility And E-Wom On Revisit Intention: Destination Brand Awareness And Destination Satisfaction As Intervening Variables

Abstract

This study intends to investigate the influence of social media on tourist revisit intention at Orchid Forest Cikole by utilizing the dependent variables, namely Social Media Quality, Social Media Quantity, Social Media Credibility, and E-WOM, which are linked to the intervening factors, including Destination Brand Awareness and Destination Satisfaction on Revisit Intention. The approach employed is a quantitative method that makes use of SEM-PLS as a data analysis tool. A questionnaire that was given to respondents was used to gather the data. According to the statistical findings, social media quality through destination satisfaction has no positive and significant influence on revisit intention but social media quality has a positive and significant influence on revisit intention through destination brand awareness.However social media quantity, social media credibility, and E-WOM all have a positive and significant effect on revisit intention.If the information circulating about Orchid Forest Cikole through Instagram is more credible and has a large amount of information, it can increase the level of revisit intention. The amount of intention to return can also be influenced by the more favorable reviews left by visitors. Additionally, destination satisfaction and destination brand recognition have an impact on visitors' intentions to return. The most important factor influencing the intention to return is destination satisfaction; if visitors are satisfied with their initial trip, they are far more likely to return. The stronger the impression created by Orchid Forest Cikole, the more likely it is that tourists will remember it and plan a return visit, demonstrating destination brand awareness.