PERAN ELECTRONIC WORD OF MOUTH (e-WOM) DALAM MEMBENTUK KEPUTUSAN BERKUNJUNG: STUDI KASUS JAWA TIMUR PARK 3

Digital marketing is closely related to Electronic Word of Mouth (e-WOM), which spreads opinions and product recommendations through social media and online platforms. Electronic Word of Mouth (e-WOM) greatly influences visiting decisions, with social media and the internet becoming the main centres for information exchange and influencing purchasing behaviour. Therefore, this research focuses on the role of electronic word of mouth (e-wom) in shaping decisions to visit prospective visitors and visitors to Jawa Timur Park 3. The type of research used in this research is descriptive qualitative with prospective visitors and visitors who have visited Jawa Timur Park 3 as key informants and staff from Jawa Timur Park 3 and Jawa Timur Park Group as supporting informants in this research. The data collection methods used in this research are interviews, documentation and observation. Based on the results of this research, it shows that electronic word of mouth (e-WOM) has a significant role in making a visiting decision for potential visitors and visitors to Jawa Timur Park 3.