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GENERAL MANAGEMENT

The Effect Of Social Media Quality,

Social Media Quantity, Social Media
Credibility And E-Wom On Revisit
Intention: Destination Brand Awareness
And Destination Satisfaction As
Intervening Variables
Tissa Aulia DAMAYANTI1*,INDRAWATI2
1Magister Student, Telkom University,Bandung, Indonesia, Email: tissaaulia@student.telkomuniversity.ac.id
2Associate Professor in Marketing, Telkom University,Bandung, Indonesia, Email: indrawati@telkomuniversity.ac.id
*Corresponding Author

Received: 25.09.2022 Accepted: 16.03.2023 Published: 01.08.2023 DOI: 10.47750/QAS/24.196.12

Abstract

This study intends to investigate the influence of social media on tourist revisit intention at Orchid Forest Cikole by
utilizing the dependent variables, namely Social Media Quality, Social Media Quantity, Social Media Credibility, and
E-WOM, which are linked to the intervening factors, including Destination Brand Awareness and Destination
Satisfaction on Revisit Intention. The approach employed is a quantitative method that makes use of SEM-PLS as a
data analysis tool. A questionnaire that was given to respondents was used to gather the data. According to the
statistical findings, social media quality through destination satisfaction has no positive and significant influence on
revisit intention but social media quality has a positive and significant influence on revisit intention through
destination brand awareness.However social media quantity, social media credibility, and E-WOM all have a
positive and significant effect on revisit intention.If the information circulating about Orchid Forest Cikole through
Instagram is more credible and has a large amount of information, it can increase the level of revisit intention. The
amount of intention to return can also be influenced by the more favorable reviews left by visitors. Additionally,
destination satisfaction and destination brand recognition have an impact on visitors' intentions to return. The most
important factor influencing the intention to return is destination satisfaction; if visitors are satisfied with their initial
trip, they are far more likely to return. The stronger the impression created by Orchid Forest Cikole, the more likely it
is that tourists will remember it and plan a return visit, demonstrating destination brand awareness.

Keywords: revisit intention, tourism sector, social media quantity, E-WOM, social media quality, social media
credibility, destination brand awareness, destination satisfaction

options once they arrive there.Orchid Forest Cikole is highly

Introduction
The tourism sector is the sector that has the largest
multiplier effect in the Indonesian economy because it is
supported by various subsectors such as transportation and
accommodation to MSMEs. The tourist industry has excellent
chances to expand as employment rises (CNN Indonesia,
2020). According to Bank Indonesia, the tourist industry
effectively drives Indonesia's foreign exchange since Indonesia
already has the resources required to expand the industry. The
attractiveness of resources such as the vast area and cultural
diversity offered is a special attraction for foreign and domestic
tourists (Gewati, 2019).
One of the natural wonders of the Lembang protected
forest region is the Orchid Forest Cikole. The Lembang Pine
Forest Tour is a popular tourist destination that was
established in 2017 and is situated in the Genteng
neighborhood of Cikole, Lembang District, and West Bandung
Regency. Not only providing beautiful scenery with 20,000
types of orchids and game rides, Orchid Forest Cikole also
provides a place for camping so that tourists have many
appealing to tourists because it offers a unique variety of tours,
particularly the beautiful pine forest region since it is in the KPH
Lembang protected forest area and the production of orchid
plants of various sorts, making Orchid Forest Cikole have sites
for modern photography with natural nuances. Tourist visits to
the Orchid Forest Cikole location are at least 1,000 per day
and even reached 10,000 during the vacation season,
demonstrating its popularity with visitors (Hamzah et al., 2020).
Orchid Forest Cikole offers specific highlights for alerts
about opening and closing times, admission costs, and notices
about special offers. In addition, interaction in the form of
questions and answers or small conversation that leads
to encouraging a return visit is also carried out in the comment
column relating to questions asked by visitors to make it
simpler for visitors to obtain information relevant to visiting
Orchid Forest Cikole. In order to entice past guests to visit
these tourist spots again, special features often include
information about new rides.
This study looks at how technology is used to assist the
creative economy and tourism marketing. Utilizing technology

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may help tourist marketing grow, particularly when a favorable
reputation is created via significant events and promotions. The
use of technology has given rise to an expanding trend in
information and communication technology, which
disseminates knowledge about travel-related goods and
destinations through a variety of media channels, including
travel blogs, online social media, and mobile applications.
According to the strategy created by the Ministry of Tourism
and Creative Economy, social media, especially Instagram,
plays a role in the tourism industry. One of the roles of social
media is to assist tourists in choosing their vacation
destinations by providing information about tourist attractions
and other information they need. Based on this approach, there
is a chance to bring Indonesia's tourist sector back to life as a
viable industrial sector. If concentrated advertising is employed
on social media, particularly Instagram, it can help to attract
both domestic and foreign visitors to go to Indonesia.Social
media may boost tourism since it provides easy access to
information and allows users to see reviews from travelers who
have already visited these tourist locations.
Instagram users who are quite dominant also become an
opportunity for the tourism sector to present tourist locations
and entice visitors to visit, as shown by the description above,
social media is beginning to play a fairly major role as a
medium of information and a marketing channel to revive the
tourism industry. Orchid Forest Cikole, which will focus solely
on being the subject of research as a digital tourist destination,
uses the Instagram channel to disseminate various information
content to visitors with the aim of not only finding new visitors
but also to increase the level of revisit intention, which helps to
increase the stability of Orchid Forest Cikole.
According to certain studies, including one by Arasli et al.,
(2021), there is a significant positive relationship between the
use of social media and tourists' interest in revisiting. Research
by Shafiee et al. (2016) also makes it clear that social media
can influence tourist interest in making a return visit based on
the level of visitor satisfaction.
Social media as an emergingtechnology has a significant
role in encouraging consumer behavior in choosing tourist
destinations as revealed in the research ofZeng & Gerritsen
(2014). One of the important things to continue to stabilize the
tourism industry is based on tourist satisfaction, including word
of mouth (WOM) after traveling. In accordance with research
conducted byJalilvand&Samiei (2012), tourists who are
satisfied with travel services can have an impact on others
through WOM as a medium for promoting tourist attractions
and they will be more likely to revisit the destination. Kakirala&
Singh (2020)'s research makes reference to the impact of e-
WOM on destination satisfaction, which affects visitors'
intentions to return.The results of comments through positive e-
WOM will increase the level of satisfaction of tourists based on
the results of research which provide positive and significant
results that e-WOM affects destination satisfaction.
Not only does it affect destination satisfaction, but E-
WOM also has an impact on destination brand recognition, as
mentioned in Syarivar&Ichlas (2018) research, where a high
level of positive feedback via E-WOM can boost brand
awareness. Therefore, it is clear that E-WOM increases brand
awareness.
Destination satisfaction is a factor for tourists in making a
return visit intention to the chosen tourist destination. Research
by Seetanah et al. (2018) which discusses destination
satisfaction and revisit intention from tourists on flight service
quality shows the results that satisfaction has a positive effect
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on revisit intention.
Information characteristics are a crucial part of the
information that tourists obtain. Information quality, quantity,
and trustworthiness are considered to be the three main
components of information characteristics by (Seo& Park,
2018). The trustworthiness of information implies that the
information a person acquires may be believed and has
verified the truth, according to study by Handayani et al.
(2020). If the quality of the information is higher, those who use
it will be able to grasp the information content well, which will
have a positive impact on their lives in a number of ways
(Barreda et al., 2015).
The amount of information refers to how frequent a person
finds material when seeking for information; the more content
found or offered by a social media account owner, the simpler
it will be for someone to compare and evaluate (Indrawati et
al., 2022). Since the features of the information collected from
the Orchid Forest Cikole Instagram account have not yet been
determined, the research will examine how tourists evaluate
the qualities of the information they receive from the account.
Comments about satisfaction during visits, experiences
after visits, and comparisons of their visits to Orchid Forest
Cikole with the updated amenities the resort offers in the
posted content are displayed in the comments section of the
Instagram account of Orchid Forest Cikole, encouraging
visitors to make a return visit. Location brand awareness
influences visitors' intentions to return to the planned tourist
destination.According to study by Mokhtar et al. (2018), brand
awareness, which is a component of brand equity, has a
favorable and substantial impact on the intention to revisit. The
research of Chi et al. (2020) demonstrates the impact of brand
awareness in the tourist industry and demonstrates the results
that brand awareness has a positive and significant impact on
destination familiarity (revisit intention).
Literature Review
Social Media Quality
According to Indrawati et al. (2022), information quality is
the ability of information to influence ideas and decision-
making processes. Social media quality may be referred to as
information quality. In order to draw the conclusion that social
media quality is a measurement of user expectations in giving
satisfaction when presenting information content and the
quality of information offered in aiding the decision-making
process, this study will concentrate exclusively on social
media.
Social Media Quantity
Emmers-Sommer (2004) defined information quantity as
the frequency of contacts/communications, duration of
interactions, or combined time spent managing or looking for
information. It is the frequency or amount of time spent posting,
searching, or participating on social media when it is related to
social media. The amount of content or information made
available through social media is what is meant by "social
media quantity" in the context of this study.
Social Media Credibility
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Information credibility includes social media credibility.
Information credibility, according to Seo& Park (2018), is the
degree to which the recipient believes that the source of the
information has expertise, skills, and experience connected to
the good or service in issue and offers unbiased advice and
information. Credibility of information is strongly tied to trust,
which possesses qualities like being reliable, compelling, and
reliable (Indrawati et al., 2022). The reasoning provided leads
one to the conclusion that social media credibility refers to
information material that is delivered credibly and that users
can rely on.
E-WOM
E-WOM, according to Kim & Lee (2018), is knowledge
acquired via the internet regarding other people's suggestions
and experiences. Through commercial websites, discussion
forums, social media, private agencies, chat rooms, e-mail,
blogs, and instant messaging, consumers can utilize a variety
of online platforms to exchange experiences connected to the
evaluation of products and services.
Destination Brand Awareness
Destination branding, according to Kotler et al. (2020:545),
is the act of developing a distinctive image of a destination that
influences passengers' decisions to travel there and
communicates the promise of an amazing experience that is
specifically linked with the location. The concept of destination
brand awareness was condensed by Ngan &Chinh(2020), who
defined it as tourists' capacity to recall and recognize a place
as well as how strongly the destination is ingrained in their
brains.
Destination Satisfaction
According to (Kotler et al., 2018:149), satisfaction is a
person's emotion of joy or disappointment as a result of
evaluating the effectiveness or perceived outcomes of a good
or service in light of their expectations. In terms of customer
satisfaction, Kotler & Armstrong (2021:35) describe it as the
degree to which the buyer's expectations are met by the
product or service's perceived performance. When connected
to the tourism sector, satisfaction will be correlated with the
place visited, making destination satisfaction the emotion
experienced after visiting a tourist destination (Seetanah et al.,
2018).
Revisit Intention
According to Scott & Cole (2004:81), a revisit intention is a
desire to return to a certain location in the future. Revisit
intention, which is the possibility that visitors have of returning
to the same location, is a particular post-consumption behavior
that is advantageous to tourism and is a crucial element of
loyalty. According to Khasawneh&Alfandi(2019), revisit
intention is influenced by visitors' opinions about their
propensity to return to the same location or to suggest it to
others.
Hypothesis
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Research conducted by Dedeoğlu et al. (2020), Barua&
Zaman (2019), and Barreda et al. (2015) regarding the
influence between social media quality and brand awareness,
show that social media quality has a significant effect on brand
awareness. High information quality benefits users who want to
obtain information related to services or products and receive
advice on certain topics. Information quality plays an important
role in creating various benefits for users. The hypothesis can
be formulated as follows:
H1: Social Media Quality has a significant positive effect on
Orchid Forest CikoleDestination Brand Awareness
Researchers Arasli et al. (2021) and Rajput
&Gahfoor(2020) examined the connection between the caliber
of websites that offer information about festivals and the
degree of visitor satisfaction with the festivals held, and they
discovered that the website's caliber has a favorable and
significant impact on destination satisfaction.
Ghasemaghaei&Hassanein(2015)'s research explains that
the quality of online information helps consumers evaluate
products, increase their satisfaction and make more informed
decisions with their online shopping experience. Based on the
results of research that has been done before, the researcher
formulates a hypothesis with:
H2: Social Media Quality has a significant positive effect on
Orchid Forest CikoleDestination Satisfaction
The amount of information obtained and the frequency of
the amount of information provided from a medium will affect
customer satisfaction when accessing the information needed.
Research conducted by Gao et al. (2012), Pu & Beam (2021),
and Emmers-Sommer (2004) regarding the quantity of
communication from information to satisfaction show positive
results between the quantity of communication and
satisfaction. As a result, the researcher formulates the
following hypothesis:
H3: Social Media Quantity has a significant positive effect
on Orchid Forest CikoleDestination Satisfaction
Giving consumers access to dependable information
sources will aid in their information absorption and give them
confidence that the sources are reliable. When social media
material delivers credible information, it can boost the
happiness of information recipients since credibility denotes the
transmission of information that can be believed. Information
credibility and satisfaction are positively and significantly
correlated, according to studies by Handayani et al. (2020),
Moon (2011), and Veasna et al. (2013). As a result, the
researcher formulates the following hypothesis:
H4: Social Media Credibility has a significant positive effect
on Orchid Forest CikoleDestination Satisfaction
If previous trips to Orchid Forest Cikole tourist sites have
satisfied them, visitors would speak favorably and even
suggest them. E-WOM and satisfaction have a significant
positive relationship, according to studies by Kakirala& Singh
(2020), Arasli et al. (2021), and Nurhidayati&Abror(2020).As a
result, the researcher formulates the following hypothesis:
H5: E-WOM has a significant positive effect onOrchid
Forest CikoleDestination Satisfaction
According to Ngan &Chinh(2020) study on the impact of E-
WOM on destination brand awareness, E-WOM has a positive
and significant impact. Foster &Johansyah(2020) and
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Syarivar&Ichlas(2018) both report similar findings from the
same study. As a result, the researcher formulates the
following hypothesis:
H6: E-WOM has a significant positive effect onOrchid
Forest CikoleDestination Brand Awareness
If tourists have a level of satisfaction from what has been
experienced when making tourist visits, tourists will often
remember these tourist destinations in their minds as in the
concept of awareness. Research by Yuan &Soocheong(2008)
and Adiharsa(2021) shows the results that satisfaction has a
positive effect on brand awareness. As a result, the researcher
formulates the following hypothesis:
H7: Destination Satisfaction has a significant positive effect
on Orchid Forest CikoleDestination Brand Awareness
When they travel to Orchid Forest Cikole, their expectations
and realities are both met. When visitors feel satisfied after
their visits to Orchid Forest Cikole, they are sometimes
reluctant to visit other tourist places that have the same idea
out of concern that their satisfaction would not be met.
According to Seetanah et al. (2018) study on destination
satisfaction and visitors' desire to return, the quality of the
airline service has a positive impact on visitors' willingness to
return. The findings of studies by Arasli et al. (2021) and
Situmorang et al. (2020) are likewise consistent.As a result, the
hypothesis is formulated as follows:
H8: Destination Satisfaction has a significant positive effect
on Orchid Forest CikoleRevisit Intention
If a brand gets a high level of awareness from customers, it
will create a high level of return visits. Research conducted by
Mokhtar et al. (2018) and Chi et al. (2020) showed a significant
positive effect of brand awareness on revisit intention. As a
result, the hypothesis is formulated as follows:
H9: Destination Brand Awareness has a significant positive
effect on Orchid Forest CikoleRevisit Intention
Referringtotheresultsofpreviousresearchesandthehypothes
es that have been developed, then research model is created
as depicted in the following.
Figure1.Framework
Source:Developedforthisresearch(2022)
Research Method
Research Object and Analytic Unit
The population of the study is made up of people who
follow and frequent the Orchid Forest Cikole Instagram
account. Non-probability sampling is used to calculate the
number of samples based on the precise unknown number.
Samples are individuals of the population that are drawn using
sampling procedures, according to Hardani et al. (2020:362).
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Non-probability sampling techniques will be used in this study.
Non-probability sampling is a strategy that does not provide
every individual in a population an equal chance to be chosen
as a sample (Hardani et al., 2020:367).
According to Zikmund et al. (2013:436), the equation
makes use of the Bernoulli formula. The population of followers
of the Orchid Forest Instagram account who have visited
Orchid Forest Cikole is represented by the sample of 272.25
respondents that Bernoulli's calculation yielded, however 300
respondents will be chosen in order to acquire better data
findings in the future.
Analysis Technique and Model Testing
The research will employ quantitative approaches, with
data collected via online surveys. According to the explanation
provided by (Hamid & Anwar, 2019:17), the research will
employ SEM-PLS if it models several dependent and
independent factors.
According to (Hamid & Anwar, 2019:41), the outer model,
which focuses on construct validity testing, is the initial step in
model evaluation. Convergent and discriminant validity are also
tested as part of the concept validity.
Convergent validity will relate to the principle that states
that the measuring instruments of each construct should be
highly correlated. In convergent validity, there are three kinds
of measurements, namely the correlation coefficient between
items with a minimum recommended coefficient of 0.4, the
loading factor with a loading factor value of at least 0.5 to show
that an item has convergent validity (Indrawati, 2015:151), and
the average variance extracted (AVE) must be> 0.5 in order to
say that the item has convergent validity (Hamid & Anwar,
2019:42).
The structural model (inner model) is the second stage of
model evaluation. There are several indicators that become
criteria in assessing the structural model (inner model), namely
by looking at the R-square value, Path Coefficient, Q Square,
and Model Fit (SRMR and NFI). The R-square value serves to
determine the measurement of the level of variation in changes
from the independent variable to the dependent variable with a
value of 0.75 which indicates that the model is strong, 0.50 is
moderate and 0.25 is weak (Hamid & Anwar, 2019:42).
Hypothesis testing is also done to determine the influence
link between each variable. The significant value of the
hypothesis test may be evaluated by examining the t-value,
which has a value of 1.65 and a 10% significance level, 1.96
and a 5% significance level, and 2.58 and a 1% significance
level (Hamid & Anwar, 2019:42-43). According to
Indrawati(2015:93), hypothesis testing is a forecast of the
outcomes we anticipate obtaining from our empirical data.
Hypotheses refer to theories derived from conceptual models.
This study will use a one tailed test because it will test
hypotheses for one direction.
Results
Through social media, information was gathered between
August 11, 2022, and September 12, 2022, over an anticipated
30-day period. As a result of not visiting Orchid Forest Cikole
from 2020 to the present, 10 of the 317 respondents did not
match the research requirements. Gender and age are the two
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categories into which the respondents' attributes fall.
The collected research respondents had the most male
respondents with a percentage of 54% or 167 male
respondents while female respondents were 46% or 140
female respondents. Research respondents collected in
several age ranges, namely 17-25 years as much as 54% (165
respondents), 26-41 years as much as 39% (121 respondents),
42-58 years as much as 4% (13 respondents) and >59 years
as much as 3% (8 respondents).
Respondents will be asked in the screening question,
"Have you ever visited Orchid Forest Cikole in the range of
2020-present?". According to the findings of the questionnaire
collection, 10 respondents indicated "Never," followed by 307
respondents who indicated "Ever." As a consequence, 307
respondents meet the requirements for the required features of
the respondents, and the data will then be collected for study.
Measurement (Outer) Model
SmartPLS 3.0 processes the data obtained from the
distribution of questionnaires to respondents utilizing construct
validity, convergent validity, and discriminant validity types,
along with hypothesis testing.

Variabel Indikator Loading AVE Keterangan

Factor
Social SMQL1 0.750 0.551 Valid
Media SMQL2 0.745 Valid
Quality SMQL3 0.709 Valid
SMQL4 0.724 Valid
SMQL5 0.722 Valid
SMQL6 0.786 Valid
SMQL7 0.723 Valid
SMQL8 0.778 Valid
Social SMQT1 0.862 0.724 Valid
Media SMQT2 0.836 Valid
Quantity SMQT3 0.854 Valid
Social SMC1 0.752 0.613 Valid
Media SMC2 0.769 Valid
Credibility SMC3 0.771 Valid
SMC4 0.797 Valid
SMC5 0.824 Valid
E-WOM E1 0.868 0.729 Valid
E2 0.828 Valid
E3 0.865 Valid
Destination DS1 0.761 0.621 Valid
Satisfaction DS2 0.821 Valid
DS3 0.744 Valid
DS4 0.824 Valid
Destination DBA1 0.817 0.619 Valid
Brand DBA2 0.727 Valid
Awareness DBA3 0.777 Valid
DBA4 0.749 Valid
DBA5 0.859 Valid
Revisit RI1 0.734 0.724 Valid
Intention RI2 0.809 Valid
RI3 0.801 Valid
RI4 0.813 Valid

Table 1: Convergent Validity

Source: Result of data processing(2022)

The table above shows that every indicator has a value of > variable is unified (Indrawati, 2015). Based on Table 1, it is
0.50, indicating a strong correlation between each indicator clear that each indicator satisfies the convergent validity
and each variable. Additionally, the AVE test is used to requirements since the AVE value is > 0.50.
determine whether or not each indication that monitors a

DBA DS E RI SMC SMQL SMQT

DBA1 0.817 0.461 0.494 0.516 0.453 0.491 0.473
DBA2 0.727 0.434 0.406 0.450 0.406 0.493 0.420
DBA3 0.777 0.403 0.409 0.453 0.369 0.409 0.428
DBA4 0.749 0.381 0.350 0.460 0.397 0.440 0.355
DBA5 0.859 0.422 0.445 0.455 0.448 0.492 0.437
DS1 0.373 0.761 0.398 0.425 0.476 0.469 0.435

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DS2 0.515 0.821 0.466 0.509 0.519 0.475 0.435
DS3 0.319 0.744 0.351 0.414 0.431 0.383 0.371
DS4 0.458 0.824 0.469 0.448 0.477 0.520 0.445
E1 0.467 0.470 0.868 0.481 0.541 0.557 0.504
E2 0.454 0.446 0.828 0.482 0.520 0.546 0.456
E3 0.456 0.462 0.865 0.423 0.492 0.507 0.469
RI1 0.410 0.414 0.384 0.734 0.411 0.463 0.395
RI2 0.436 0.484 0.503 0.809 0.496 0.538 0.446
RI3 0.506 0.431 0.387 0.801 0.423 0.496 0.452
RI4 0.520 0.476 0.435 0.813 0.471 0.526 0.446
SMC1 0.413 0.414 0.484 0.472 0.752 0.501 0.394
SMC2 0.410 0.485 0.511 0.432 0.769 0.548 0.460
SMC3 0.400 0.461 0.429 0.438 0.771 0.575 0.442
SMC4 0.446 0.524 0.478 0.448 0.797 0.566 0.451
SMC5 0.398 0.477 0.475 0.448 0.824 0.628 0.426
SMQL1 0.421 0.400 0.518 0.455 0.524 0.750 0.543
SMQL2 0.414 0.469 0.449 0.464 0.547 0.745 0.508
SMQL3 0.441 0.397 0.452 0.483 0.487 0.709 0.545
SMQL4 0.414 0.433 0.411 0.426 0.540 0.724 0.508
SMQL5 0.431 0.407 0.445 0.476 0.508 0.722 0.531
SMQL6 0.486 0.482 0.532 0.530 0.604 0.786 0.536
SMQL7 0.455 0.399 0.423 0.463 0.474 0.723 0.446
SMQL8 0.455 0.499 0.499 0.505 0.587 0.778 0.537
SMQT1 0.486 0.485 0.460 0.468 0.472 0.639 0.862
SMQT2 0.455 0.439 0.487 0.500 0.449 0.563 0.836
SMQT3 0.433 0.443 0.481 0.439 0.501 0.579 0.854

Table 2: Cross Loading

Source: Result of data processing(2022)

The cross-loading value is used to determine discriminant Table 2, it can be seen that each variable has a high
validity. Indicators of a variable are considered valid if they correlation score when compared to other variables so that the
have a higher correlation score with other variables. Based on questionnaire meets the discriminant validity criteria.

Construct DBA DS E RI SMC SMQL SMQT

DBA 0.787
DS 0.536 0.788
E-WOM 0.538 0.538 0.854
RI 0.595 0.572 0.541 0.790
SMC 0.529 0.605 0.607 0.570 0.783
SMQL 0.593 0.589 0.629 0.641 0.721 0.743
SMQT 0.539 0.536 0.559 0.551 0.556 0.699 0.851

Table 3: FornellLarcker
Source: Result of data processing(2022)

Based on Table 3, the root value of the AVE value (which is written in bold). In accordance with the results listed in the
written in bold and is on the diagonal table) has a greater value table above, it can be concluded that the questionnaire used
than the correlation between other variables (which is not meets the discriminant validity criteria.

Cronbach's Composite
Construct Alpha Reliability Conclusion
(> 0,6) (> 0,6)
Social Media Quality 0.884 0.908 Reliable
Social Media Quantity 0.810 0.887 Reliable
Social Media Credibility 0.842 0.888 Reliable
E-WOM 0.813 0.890 Reliable
Destination Satisfaction 0.797 0.868 Reliable
Destination Brand 0.845 0.890
Reliable
Awareness
Revisit Intention 0.799 0.869 Reliable

Table 4. Reliability

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Source:Resultofdataprocessing(2022)

Based on Table 4, it is clear that each indication on the
variable has a strong consistency and trust value because the
total variable value for Cronbach's Alpha and Composite
Reliability has a value of> 0.70.
Structural (Inner) Model
R Square
The largest R² is in the destination satisfaction variable,
which is valued at 0.451, which indicates that destination
satisfaction can be explained by the variables of social media
quality, social media quantity, social media credibility and E-
WOM by 45.1% while 54.9% is explained by variables outside
the study. The destination brand awareness variable is worth
0.429, which indicates that destination brand awareness can
be explained by social media quality and E-WOM variables by
42.9% while 57.1% is explained by variables outside the study.
The revisit intention variable is worth 0.444 which indicates that
revisit intention can be explained by the variables of social
media quality, social media quantity, social media credibility
and E-WOM by 44.4% while 55.6% is explained by variables
outside the study.
The classification of destination satisfaction by Garson
(2016) states that if the value is above 0.33 (33%), it has a
"moderate" influence. However, destination satisfaction has the
strongest predictive power among variables relating to
destination brand awareness and revisit intention, which are
influenced by social media quality, quantity, and E-WOM
45.1% of the time. Destination brand awareness is rated as
"medium," with social media quality and E-WOM playing a role.
Path Coefficient
The strength of the independent variable's impact on the
dependent variable is assessed using the path coefficient test.
The path coefficient's outcomes are as follows:

Construct DBA DS E RI
DBA 0.404
DS 0.232 0.449
E-WOM 0.247 0.166 0.159
RI
SMC 0.071 0.305 0.137
SMQL 0.358 0.143 0.196
SMQT 0.040 0.173 0.078

Table 5. Path Coefficient

Source: Result of data processing(2022)

According to Table 5, the intervening destination

satisfaction variable's route coefficient, which is 0.449, has the
greatest impact on the revisit intention variable.
Q Square

Endogen Variable Q² Conclusion

Destination Brand Awareness 0.256 Has a Predict Relevance
Destination Satisfaction 0.273 Has a Predict Relevance
Revisit Intention 0.272 Has a Predict Relevance

Table 6. Q Square
Source: Result of data processing(2022)

In Table 6, it can be seen that the predictive relevance (Q²)
value has a value> 0. Based on these results, it can be seen
that the three variables have predictive relevance so that they
can be reused with the same conditions or assumptions on the
measurement.
Model Fit
According to the provisions that the SRMR value of 0.1, the
findings indicate an SRMR value of 0.054 with a good
category. Because it falls between 0.00 and 1.00, the NFI
rating of 0.811 falls into the good group. The research model is
a workable and effective model to apply, as shown by the
outcomes of SRMR and NIF.
Hypothesis Testing
Following the preceding discussion's examination of the
outer and inner models, hypothesis and significance tests are
conducted. To assess each link between variables in light of
the previously established hypothesis, hypothesis testing is
done. The t-value, p-value, and path coefficient values are
used in hypothesis testing. The following lists the findings of
the significance and hypothesis testing:

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GENERAL MANAGEMENT
Hypothesis Path Coefficient T Statistic P Value Result
H1 0.325 4.045 0.000 Accepted
H2 0.143 1.197 0.116 Rejected
H3 0.173 3.025 0.001 Accepted
H4 0.305 2.149 0.016 Accepted
H5 0.166 2.196 0.014 Accepted
H6 0.208 3.019 0.001 Accepted
H7 0.232 3.348 0.000 Accepted
H8 0.356 4.166 0.000 Accepted
H9 0.404 4.827 0.000 Accepted

Table 7. Hypothesis Testing

Source: Result of data processing (2022)

The findings of the statistical test indicate that social media
quality has a positive and significant impact on travel
destination brand awareness. Users who desire assistance on
certain subjects or information about services or goods benefit
from high information quality. The reputation of Orchid Forest
Cikole is further strengthened by high-quality information since
visitors who experience its effects will believe that the digital
destination picture that Orchid Forest Cikole has created is
accurate and excellent.
The statistical test results show that social media quality
does not have a positive and significant effect on destination
satisfaction. Destination satisfaction is the satisfaction that
occurs after visiting while the information provided by other
tourists is in accordance with their previous experience. This
means that each tourist has a different experience when
visiting Orchid Forest Cikole even though the quality of
information provided by other tourists is very good. Destination
satisfaction cannot be formed only from information in the form
of other tourists' experiences but must be balanced with actual
visits by these tourists.
The findings of the statistical tests indicate that the social
media quantity has a positive and significant impact on
destination satisfaction. Tourists will be more satisfied with
Lizzie Parra's marketing efforts if they have access to a lot of
information because the information they require is frequently
provided with care and the numerous references to those
responses give visitors a variety of images in addition to the
chance to learn more about various tourist destinations.
has a positive and significant effect on destination brand
awareness. If tourists have a level of satisfaction from what has
been experienced when making tourist visits, tourists will often
remember these tourist destinations in their minds as in the
concept of awareness.
The findings of the statistical test indicate that destination
satisfaction has a positive and significant impact on the
intention to return. Visitors are more inclined to return if they
had a positive experience on their first trip. The reason for this
is that when people visit Orchid Forest Cikole, expectations
and reality are met. When visitors leave Orchid Forest Cikole
feeling satisfied, they sometimes are reluctant to visit other
tourist places that have the same concept out of concern that
their sense of fulfillment won't be met.
The statistical test findings indicate that brand knowledge of
the destination has a positive and significant impact on the
intention to revisit. If visitors have a strong memory of Orchid
Forest Cikole, they are more likely to return as it will be the first
thing they think of when considering certain tourist attractions,
such as wishing to visit a forest or an orchid-themed
destination.

According to the findings of the statistical tests, social

media credibility has a positive and significant impact on
destination satisfaction. In order to foster contentment with the
destination, reliable sources of information about it will offer a
description that is in line with the initial circumstances at the
tourist location to be visited. When social media material
delivers credible information, it can boost the recipient's
happiness since credibility denotes the giving of information Figure 2. Hypothesis Test Model Results
that can be believed. Source: Result of data processing (2022)

The statistical test results show that E-WOM has a positive
and significant effect on destination satisfaction. This is
because tourists will give positive comments and even
recommend Orchid Forest Cikole tourist attractions if the visits
they have made before give them a sense of satisfaction.
Based on Figure 2, it can be seen that the more complex a
model is, the higher the resulting number will be. This is due to
the influence not only of one variable but also the influence of
intervening variables that can have an influence on revisit
intention.

The outcomes of the statistical test indicate that E-WOM
has a positive and significant impact on travel destination
brand awareness. Because favorable remarks support the
reputation created by Orchid Forest Cikole, positive E-WOM
increases destination brand awareness.
The statistical test results show that Destination satisfaction
Additionally, the indirect effect value of the chosen path will
be computed in order to ascertain the indirect impact of the
dependent variable on the independent variable due to the
intervening variable. According to Juanim(2004:26), the
variable route coefficient value may be multiplied to determine
the indirect effect. The indirect effect's value is as follows:

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GENERAL MANAGEMENT
Variabel
SMQL → DBA → RI
SMQT → DS → RI
SMC → DS → RI
E-WOM → DS → RI
E-WOM → DBA → RI
Table 8. Indirect Effect
Source: Result of data processing(2022)
According to the previous indirect effect calculation, the
social media quality variable through destination brand
awareness has the highest impact on the intention to return.
Conclusion, Suggestion, and Agenda for
Future Research
Based on the test results, it can be seen that social
media quality through destination brand awareness is the
variable that most influences revisit intention at Orchid
Forest Cikole. Good information quality also strengthens the
image of Orchid Forest Cikole because tourists who feel the
impact of good quality will instill in their minds that the digital
destination image built by Orchid Forest Cikole is true and
very good.
The smallest factor influencing the likelihood of a return
visit to Orchid Forest Cikole is the E-WOM variable through
destination satisfaction. This is because visitors who like
their previous trips are more likely to speak favorably and
even promote Orchid Forest Cikole tourism attractions.
There are various proposals for further researchers,
including:
The R² result on the destination satisfaction variable is
45.1% and 54.9% is explained by variables outside the
study. Future researchers can add other variables to
examine the destination satisfaction variable.
The R² result on the destination brand awareness
variable is 42.9% and 57.1% is explained by variables
outside the study. Future researchers can add other
variables to examine the destination brand awareness
variable.
The R² result on the revisit intention variable is 44.4%
and 55.6% is explained by variables outside the study.
Future researchers can add other variables to examine the
revisit intention variable.
Researchers' recommendations for how social media
influencers impact purchase intent, using company image
and consumer involvement as intervening factors, namely:
Tourists believe the quality of the information offered to
be good but still challenging to grasp, according to the
findings of a descriptive analysis of social media quality
characteristics. As a result, Orchid Forest Cikole must
assess the quality of the information being shared and
improve it so that it is understandable.Then, it may be
accomplished by gathering favorable comments from users
on the material to be provided. In order to entice previous
visitors back, Orchid Forest Cikole might employ influencers
to evaluate their trips as well as sponsored Instagram
adverts that provide information about new rides or special
95
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Indirect Effect
0.131
0.061
0.108
0.059
0.084
deals that are offered from time to time.
According to the findings of the descriptive study of
social media quantity factors, while many visitors are in need
of information about Orchid Forest Cikole on Instagram, few
of them are really contributing any such information. Orchid
Forest Cikole needs to encourage visitors who have visited
to post their experiences on Instagram.
Tourists believe that the information published on
Instagram about Orchid Forest Cikole is unreliable,
according to the findings of a descriptive analysis of social
media trustworthiness characteristics. In order for Orchid
Forest Cikole to increase the credibility of information being
spread, they check every piece of information being shared
on Instagram and produce informational content through a
dedicated Instagram account. This way, tourists can verify
that the information being spread is accurate and comes
from Orchid Forest Cikole.
Tourists are eager to post favorable remarks about
Orchid Forest Cikole on Instagram, but few tourists are
prepared to suggest Orchid Forest Cikole through
Instagram, according to the results of the descriptive
analysis of the E-WOM variable. Orchid Forest Cikole
may provide discounts to travelers who are ready to suggest
Orchid Forest Cikole on Instagram.
The rise in revisit intent is impacted by destination brand
awareness in addition to the quality of social media. This
indicates that the better the image built by Orchid Forest
Cikole, the tourists will always remember this destination
and can increase the level of revisit to Orchid Forest Cikole.
Orchid Forest Cikole may raise brand awareness by gaining
more favorable visitor feedback and innovating to enhance
its reputation.
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