The Influence of Social Media Marketing and Destination Image on the Positive E-WOM at Rahmad Gallery North Sumatra

Abstract

Indonesia has a beautiful archipelago, beautiful nature is used and cared for by humans to be managed as a tourist attraction. This tourist attraction is what attracts tourists, both foreign tourists and local tourists. In the era of globalization, the consumer factor is always put forward Likewise, what should be done by the manager of the Rahmat International Wildlife Museum and Gallery in carrying out marketing activities such as promotions that must be supported by all agencies, both local governments, in this case the manager of the Rahmat International Wildlife Museum and Gallery tourist attraction so that the number of tourist visits can increase by means of massive promotions. The purpose of the study was to determine the influence of social media marketing and destination image on the positivity of e-wom at Rahmad Gallery, North Sumatra. Research Method: The sample for this study was 100 people. The sample of this study is Rahmat Gallery Tourists. This study uses a sampling approach as a way to determine the sample. To gather the information necessary for this investigation, the approach in this study would select a sample from a population. To obtain samples from the investigated and decided criteria, the non-probability sampling methodology uses the purposive sampling method with Data Analysis using IBM SPSS-25. Results of the Study There is a positive influence on the variable of Social Media Marketing on the Positivity of E-Wom in Rahmat Gallery where the value of t is greater than the value of the table t, which is 2.496 > 1.660 (α =5%, df =76) a significance value of 0.001 < 0.05, so it can be concluded that H1 or the first hypothesis is accepted and H0 is rejected. It can be concluded that there is a positive influence of Social Media Marketing (X1) on Positive E-Wom (Y). There is a positive influence on the Social Media Marketing variable on E-Wom Positivity in Rahmat Gallery where the value of t calculation is greater than the value of t of the table, namely 9,686 > 1,660 (α =5%, df =76) a significance value of 0.000 < 0.05, so it can be concluded that H2 or the first hypothesis is accepted and H0 is rejected. It can be concluded that there is a positive influence of Destination Image (X2) on Positive E-Wom (Y) and Rahmat Galery will increase by 0.560 Positive sign means showing a unidirectional influence between independent variables and dependent variables.