EFEK PARTISIPASI MASYARAKAT TERHADAP KEPUASAN DAN WOM DESTINASI WISATA CANDI BOROBUDUR

Abstract

The purpose of this study was to determine the effect of community participation on the satisfaction of visitors to Borobudur temple and its impact on word of mouth (WOM). The sample used 100 respondents, while the sampling technique used a purposive sampling method with the condition that the respondents had previously visited Borobudur temple. Data analysis applied modeling with the help of SmartPLS 3.2.8 software. The results showed that community participation had a positive and significant effect on both tourist satisfaction and WOM. In addition, tourist satisfaction also has a positive and significant effect on WOM