DOI: https://doi.org/10.9744/jmp.5.1.26-35

PENGARUH e-WOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA HOTEL BINTANG TIGA DI BALI

Lourino Valentino Pentury, Monica Sugianto, Marcus Remiasa

Abstract


Penelitian ini bertujuan untuk mengukur atau melihat pengaruh dari e-WOM dalam Online Review pada OTA terhadap brand image dan purchase intention pada hotel bintang tiga di Bali. Penulis melakukan survei dengan jumlah responden sebesar 213 responden dengan kriteria yang sudah ditetapkan menggunakan metode analisa SEM-PLS. Temuan menunjukan bahwa e-WOM berpengaruh secara positif dan signifikan terhadap brand image hotel bintang tiga di Bali. Brand image berpengaruh positif namun tidak signifikan terhadap Purchase intention hotel bintang tiga di Bali. Dan e-WOM berpengaruh positif dan signifikan terhadap Purchase intention hotel bintang tiga di Bali.

Keywords


Electronic Word of Mouth; Brand Image; Purchase Intention; Online Travel Agent

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DOI: https://doi.org/10.9744/jmp.5.1.26-35



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