Pengaruh Social Media Marketing dan E-Wom terhadap Keputusan Berkunjung Wisatawan Taman Langit Pangalengan

Digital information increasingly shapes destination choice, but the relative contribution of destination-managed social media and user-generated electronic word of mouth (e-WOM) remains unclear for visually oriented nature destinations. This study examines the effects of social media marketing and e-WOM on visiting decisions at Taman Langit Pangalengan. A quantitative descriptive-associative cross-sectional survey involved 100 tourists selected through convenience sampling. Data were collected using a 30-item five-point Likert questionnaire and analysed with multiple linear regression after validity, reliability, and classical assumption testing. Social media marketing showed a positive and significant association with visiting decisions (β = 0.398; p = 0.002), as did e-WOM (β = 0.450; p < 0.001). The model was significant (F = 100.471; p < 0.001) and explained 67.7% of the variance in visiting decisions (R² = 0.677). Within this model, e-WOM showed the stronger relative association. Managers should combine accurate, visually informative social media communication with service experiences that encourage credible organic reviews. Abstrak Informasi digital semakin memengaruhi pemilihan destinasi, tetapi kontribusi relatif antara media sosial yang dikelola destinasi dan electronic word of mouth (e-WOM) yang dihasilkan pengguna masih belum jelas pada destinasi wisata alam berbasis visual. Penelitian ini menganalisis pengaruh social media marketing dan e-WOM terhadap keputusan berkunjung di Taman Langit Pangalengan. Survei kuantitatif deskriptif-asosiatif dengan desain potong lintang melibatkan 100 wisatawan yang dipilih melalui convenience sampling. Data dikumpulkan menggunakan kuesioner 30 item dengan skala Likert lima poin dan dianalisis menggunakan regresi linier berganda setelah uji validitas, reliabilitas, dan asumsi klasik. Social media marketing berhubungan positif dan signifikan dengan keputusan berkunjung (β = 0,398; p = 0,002), demikian pula e-WOM (β = 0,450; p < 0,001). Model signifikan (F = 100,471; p < 0,001) dan menjelaskan 67,7% variasi keputusan berkunjung (R² = 0,677). Dalam model ini, e-WOM menunjukkan hubungan relatif yang lebih kuat. Pengelola perlu menggabungkan komunikasi media sosial yang akurat dan informatif secara visual dengan pengalaman layanan yang mendorong ulasan organik yang kredibel