Analisis "Moment Of Truth" di Sanya International Shopping Center Hainan sebagai atraksi wisata belanja

Authors

  • Yustisia Pasfatima Mbulu Universitas Pancasila Author https://orcid.org/0009-0006-9876-7454 (unauthenticated)
  • Shinta karissa Putri Universitas Pancasila Author
  • Maharanti Khawarizmi Universitas Pancasila Author
  • Fitria Nur Ramadhani Universitas Pancasila Author
  • Putri Nazwa Aghnia Universitas Pancasila Author
  • Adrian Matthew Ferdy Universitas Pancasila Author

DOI:

https://doi.org/10.17509/jithor.v8i2.80023

Keywords:

Moment of truth, Wisata Shopping, Sanya International Shopping Center

Abstract

This study focuses on the experience of Indonesian tourists in shopping tourism at Sanya International Shopping Center, Hainan, China, using the Moment of Truth (MOT) theory. This study analyzes the stages of the Moment of Truth (MOT) in Indonesian tourists visiting the Sanya International Shopping Center in Hainan Province, China. This study uses a qualitative descriptive method with data obtained through direct interviews with informants and observations and secondary data from related documents. The results of this discussion indicate that the process of the Moment Of Truth stages of Indonesian tourists visiting the Sanya International Shopping Center Mall has been fully implemented. This stage takes place from the Zero Moment Of Truth stage, continues to the First Moment Of Truth stage, the Second Moment Of Truth, and finally the Ultimate Moment Of Truth. This stage ends with tourists providing reviews, responses, and recommendations to other users based on their experiences on Google Reviews, which will influence other potential visitors.

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Published

2025-10-30

Issue

Vol. 8 No. 2 (2025): October

Section

Articles

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Copyright (c) 2025 Yustisia Pasfatima Mbulu, Shinta karissa Putri, Maharanti Khawarizmi, Fitria Nur Ramadhani, Putri Nazwa Aghnia, Adrian Matthew Ferdy

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