THE ROLE OF EWOM IN INCREASING MOTIVATION FOR TOURIST VISITS TO ART GALLERIES IN SOUTH JAKARTA

• Main Author: Fatiha, Safina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79945
• Institution: Institut Teknologi Bandung

In 2020, the Ministry of Tourism and Creative Economy is implementing the superior KaTa Creative program (Creative Districts/Cities) to develop and mobilize tourism potential and the domestic economy. Each district/city is determined to have a main sub-sector. The city of South Jakarta is a member of KaTa Creative with the fine arts sub-sector. One of the tourist attractions in this sub-sector is art galleries, such as those in South Jakarta. During the pandemic, art galleries were also affected by restrictive policies. An alternative effort to increase the number of visitors again is through eWOM (electronic word of mouth). So, it is necessary to analyze how big a role eWOM plays in increasing visit motivation. So, the formulation of the research problem is, how big is the role of eWOM in increasing motivation to visit art galleries in South Jakarta? This research aims to find out how big a role eWOM plays in increasing motivation to visit art galleries in South Jakarta. This research reviews whether the role of eWOM can influence visits to art galleries. The method used is quantitative descriptive. The sample was determined using a simple random sampling method from individuals who during the pandemic had read/watched/searched for information about art galleries in South Jakarta via social media (Instagram, TikTok, Twitter, Facebook). Data collection was carried out through distributing questionnaires, art gallery social media surveys and reviewing related published documents. The analysis technique used is descriptive and Spearman rank correlation analysis.