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All Journal International Journal of Applied Sciences in Tourism and Events Jurnal Bisnis dan Kewirausahaan Forum Manajemen Journal of Tourism Economics and Policy Indonesian Journal of Innovation Multidisipliner Research NETIZEN (JOURNAL OF SOCIETY AND BUSSINESS) Ganec Swara
Ni Wayan Sukartini
Politeknik Negeri Bali
Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Public Health Social Sciences

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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 Kiki Hermalia Putri; Nyoman Indah Kusuma Dewi; Ni Wayan Sukartini
Ganec Swara Vol. 19 No. 3 (2025): September 2025
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v19i3.350

Abstract

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
Co-Authors Anak Agung Ayu Mirah Kencanawati Anak Agung Raka Sitawati Cokorde Istri Sri Widari I Gusti Putu Bagus Kartika Putra I Komang Mahayana Putra I Made Sarjana Kadek Jemmy Waciko Kiki Hermalia Putri Luh Made Wijayati Ni Kadek Muliati Ni Ketut Narti Ni Made Rai Sukmawati Ni Made Sudarmini Ni Made Sudarmini Ni Putu Somawati Nyoman Indah Kusuma Dewi Putu Esa Naranata Dewi Putu Karida Harsanti Yohani Arnesta Shandra