Pengaruh Electronic Word of Mouth (e-WOM) dan Citra Merek Terhadap Minat Menginap di Hotel Dago Highland

Abstract

This study aims to determine the effect of Electronic Word Of Mouth and Brand Image on Interest in Staying at Hotel Dago Highland. This research was conducted at the Dago Highland Hotel Bandung using multiple linear regression quantitative methods. The variables used in this study were electronic word of mouth, brand image, and interest in staying. The research sample was 359 respondents. The results of the hypothesis test show that there is a positive and significant influence between Electronic Word Of Mouth (e-WOM) and Image variables on interest in staying, either partially or simultaneously. The results of the instrument test show that all statement items are valid with > 0.30 and reliable with a value of > 0.70. Descriptively, Electronic Word Of Mouth (e-WOM) is overall “good” with an average (81%), brand image is “good” with an average (81%), and stay interest is “very good” with an average average (89%). While the results of the verification analysis show the coefficient of determination (R2) that is equal to 43.5% is included in the category of "medium" relationship while 56.5% is influenced by variables not examined in this study.