PENGARUH AKSESIBILITAS DAN WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG DI WISATA KAMPUNG DURIAN BENGKULU TENGAH

The decision to visit a place is influenced by various factors, including accessibility and word of mouth recommendations. This study aims to analyze the effect of accessibility and word of mouth on visiting decisions at Durian Village Tourism in Central Bengkulu, both separately and simultaneously. The method used in this research is a quantitative approach. The population studied was tourists who had visited Kampung Durian Bengkulu Tengah, which was taken through probability sampling technique with simple random sampling method. The sample selection criteria include visitors who have visited Central Bengkulu Durian Village Tourism at least once. In this study, the number of respondents involved was 110 people, with data collected through questionnaires and analyzed using multiple linear analysis techniques. The results showed that accessibility and word of mouth have a positive and significant influence on visiting decisions, both partially and simultaneously. With a coefficient of determination of 54.3%, the effect is quite strong. Keywords: Accessibility, Word of Mouth, Visiting Decision