Analysis of Instagram Online Promotion Factors and Electronic Word of Mouth (E-Wom) on Decisions to Visit Cikadongdong River Tubing Tourism.

This study investigates how travelers' decisions to attend the Cikadongdong River Tubing activity are influenced by online marketing and electronic word-of-mouth (eWOM). The study employed a quantitative and associative technique, collecting data using a Likert scale questionnaire and selecting a sample of one hundred visitors using deliberate non-probability selection. The data was analyzed using SPSS version 25. The findings demonstrate that online marketing (X1) and eWOM (X2) both strongly and favorably affect the decision to visit (Y). This illustrates the importance of digital engagement for the tourism sector and demonstrates the necessity of effective online marketing strategies and favorable eWOM for attracting tourists to the Cikadongdong River Tubing site. [ABSTRACT FROM AUTHOR]