Viral Marketing and Electronic Word-of-Mouth Influencing Visiting Decisions for Pacu Jalur Events in Kuantan Singingi

Sania Oktavia; Syaefulloh Syaefulloh

doi:10.63922/ijebir.v5i05.6698

Sania Oktavia Faculty of Economics and Business, Universitas Islam Riau, Indonesia
Syaefulloh Syaefulloh Faculty of Economics and Business, Universitas Islam Riau, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6698

Keywords: Viral Marketing, Electronic Word of Mouth, Visit Decision

Abstract

This study aims to examine the effects of Viral Marketing and Electronic Word of Mouth on visitors’ decisions to attend the Pacu Jalur event in Kuantan Singingi Regency. Pacu Jalur is a traditional cultural event that attracts local and outside visitors, making digital promotional activities and online recommendations increasingly relevant to tourism marketing. This study employed a quantitative approach to analyze the relationship between Viral Marketing, Electronic Word of Mouth, and visit decisions. The sampling technique was purposive sampling, involving 96 respondents who had previously attended the Pacu Jalur event. Primary data were collected through questionnaires designed to measure respondents’ perceptions of viral marketing exposure, electronic word-of-mouth information, and their decisions to visit the event. Data analysis was conducted using validity and reliability tests, multiple linear regression analysis, partial t-tests, simultaneous F-tests, and the coefficient of determination (R²). The findings indicate that Viral Marketing has a positive and significant effect on visitors’ decisions to attend the Pacu Jalur event. Electronic Word of Mouth also has a positive and significant effect on visit decisions. Furthermore, the simultaneous test demonstrates that Viral Marketing and Electronic Word of Mouth jointly have a positive and significant influence on visit decisions. These findings highlight the importance of engaging digital content and credible online recommendations in strengthening visitor interest and supporting the promotion of cultural tourism events in Kuantan Singingi Regency and strengthening destination attractiveness locally.

Keywords: Viral Marketing, Electronic Word of Mouth, Visit Decision

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