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

Authors

  • Lourino Valentino Pentury Program Manajemen Perhotelan, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, Surabaya, Indonesia
  • Monica Sugianto Program Manajemen Perhotelan, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, Surabaya, Indonesia
  • Marcus Remiasa Program Manajemen Perhotelan, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra, Surabaya, Indonesia

:

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

Keywords:

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

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.

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Published

2019-08-22

How to Cite

Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). PENGARUH e-WOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA HOTEL BINTANG TIGA DI BALI. Jurnal Manajemen Perhotelan, 5(1), 26-35. https://doi.org/10.9744/jmp.5.1.26-35

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