Perceived Source Credibility Memediasi Social Media Usage dan Social Capital Terhadap Visit Intention Wisata Alam
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Tujuan penelitian ini adalah untuk melihat bagaimana penggunaan media sosial dan modal sosial oleh wisatawan memengaruhi keinginan mereka untuk mengunjungi tempat wisata alam, dengan keandalan sumber informasi dipandang sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode kausal dan teknik purposive sampling. Sebanyak 210 responden yang aktif di media sosial dan tertarik dengan wisata alam mengisi kuesioner daring yang digunakan untuk mengumpulkan data. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa penggunaan media sosial dan modal sosial memiliki pengaruh yang baik dan signifikan terhadap niat kunjungan masyarakat dan opini mereka tentang seberapa andal sumber informasi tersebut. Selain itu, persepsi kredibilitas sumber informasi juga terbukti berpengaruh positif dan signifikan terhadap niat berkunjung. Hasil pengujian mediasi menunjukkan bahwa persepsi kredibilitas sumber informasi mampu memediasi secara signifikan hubungan antara penggunaan media sosial dan niat berkunjung serta hubungan antara modal sosial dan niat berkunjung. Temuan ini, kredibilitas sumber informasi merupakan faktor kunci yang membuat wisatawan ingin mengunjungi kawasan alam. Penelitian ini memiliki implikasi praktis bagi pengelola lokasi yang ingin meningkatkan kualitas dan keandalan informasi yang dibagikan di jejaring sosial dan media sosial.
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