Pengaruh Promosi Pemasaran, EWOM Dan Brand Image Terhadap Revisit Intention Pada Masa Pandemi Covid-19 di Desa Wisata Sidowayah Klaten Jawa Tengah

Abstract

Sidowayah Tourism Village implements the marketing promotion strategy in order to create a positive image so that tourists are willing to repeadly visit the Village after the Covid-19 pandemic. This study uses the 7p marketing theory, EWOM, and mediation of brand image to prove how marketing promotions by publishing information through Instagram can create a positive image from tourists to affect the attitudes and intentions of tourists to revisit. This study uses 100 respondents using a purposive sampling technique with the criteria of having Instagram account and having visited Sidowayah Tourism Village more than once. Statistical results show that the partial marketing promotion variable has a positive effect on the brand image and revisit intention variable, Marketing promotion activities carry out by the Sidowayah Tourism Village manager such as advertising through Instagram, billboards, posters, jamming sessions, and also the intensity of publications related to Sidowayah Tourism Village information proved successful, the EWOM activities proved to have a positive influence on variable brand image and revisit intention, positive experiences of tourists were shared on their Instagram accounts, they discussed to the other tourists on Instagram and gave positive comments. In this study, it was found that the brand image variable had a significant partial effect on the revisit intention variable, this could be due to tourist facilities, accessibility and the tourist environment that matched the expectations of tourists who came to visit, supported by psychological evidence, processes and people that could be the cause why brand image in this study has a significant effect on revisit intention.