Pengaruh E-WOM terhadap Minat Berkunjung Generasi Z ke Kwangya Jakarta
要旨
Penelitian ini berfokus pada pengaruh Electonic Word of Mouth terhadap minat berkunjung Generasi Z ke Kwangya Jakarta, terutama bagi para pecinta musik K-Pop atau disebut K-Popers. Penelitian dilakukan dengan menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah para pengunjung Kwangya Jakarta dan klub penggemar artis Perusahaan SM, terutama NCTZEN yang merupakan julukan bagi penggemar salah satu boygroup SM Entertainment, yaitu NCT dengan jumlah sampel 305 responden. Hasil penelitian menunjukan bahwa adanya pengaruh positif E-WOM terhadap minat berkunjung dimana calon pengunjung cenderung melihat postingan di sosial media sebelum memutuskan untuk berkunjung ke Kwangya Jakarta.
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