PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) PADA ONLINE TRAVEL AGENT BOOKING.COM DAN BRAND IMAGE TERHADAP KEPUTUSAN MENGINAP DI THE ONE LEGIAN
The Effect of Electronic Word of Mouth (e-WOM) on Online Travel Agencies Booking.com and Brand Image on The Decision to Stay at The ONE Legian
DOI:
https://doi.org/10.59896/gara.v19i3.350Keywords:
Electronic Word of Mouth, Brand Image, Decision to StayAbstract
This study aims to determine the partial or simultaneous effects of brand image (X2) and electronic word of mouth (X1) on the decision to stay (Y). The ONE Legian is where the study takes place. With 99 respondents in the sample, the study’s subjects are the 7,818 visitors who made bookings through Booking.com at The ONE Legian between January and December 2024. The statistical analysis methods employed include the validity test, realibility test, classical assumption test, multiple linear regression analysis, determination coefficient test, F test, t test. According to the findings of this research, electronic word of mouth and brand image both have a significant positive impact on the choice to stay, while electronic word of mouth has a significant positive impact on the decision to stay. The researcher can only advise that The ONE Legian should strive to consistenly deliver a high quality or enjoyable experience for visitors by offering the finest service possible as this will increase the number of favorable evaluations and allay any concerns that guests may have as a result of bad reviews
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