PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) DAN CITRA DESTINASI TERHADAP MINAT BERKUNJUNG KEMBALI MELALUI CUSTOMER EXPERIENCE SEBAGAI VARIABEL MEDIASI (Studi Pada Wisatawan Jatim Park 3)

This research aims to examine the influence of electronic word of mouth and destination image on revisit interest through customer experience. This research method uses a questionnaire via Google Form. The data analysis method used is SEM PLS. This research used a sample of 250 respondents using the formula of Lemeshow et al., (1997), selected using purposive sampling with certain criteria for respondents. The population in this study were visitors aged 18 years and over and visitors from all over Indonesia who had visited the Jatim Park 3 tourist attraction at least once. The research results show that electronic word of mouth has an insignificant positive influence on interest in returning to visit. However, a significant influence of electronic word of mouth on customer experience was found. Apart from that, destination image has a positive and significant effect on revisit interest and customer experience. Customer experience cannot mediate between electronic word of mouth on revisit interest and destination image on revisit interest. The research results also show that Jatim Park 3 has succeeded in providing a pleasant experience for visitors.