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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) JURNAL PENDIDIKAN TAMBUSAI Jurnal Riset Bisnis dan Investasi GANEC SWARA SOSHUM : Jurnal Sosial dan Humaniora [Journal of Social Sciences and Humanities] Jurnal Eksis Jurnal Aplikasi Manajemen dan Bisnis (JAMB) Journal of Commerce Management and Tourism Studies Kajian Pendidikan, Seni, Budaya, Sosial dan Lingkungan
I Ketut Santra
Politeknik Negeri Bali
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Eksis

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PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP PURCHASE DECISION (STUDI PADA SALAH SATU HOTEL BINTANG 5 DI BALI) I Ketut Santra
Jurnal Eksis Vol 17, No 1 (2021): Vol 17 No. 1 April 2021
Publisher : Politeknik Negeri Samarinda

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Abstract

The increasing development of technology now allows everyone to be able to communicate with each other and exchange information with each other without having to meet face to face this is often called electronic word of mouth (eWOM). eWOM has a strong effect on the process of building trust and causing probabilities in purchasing decisions. Besides the brand image of a product or company also plays an important role in purchasing decisions. This study aims to determine the effect of Electronic Word of Mouth and Brand Image on Purchase Decision at one of the 5 star hotel in Bali. Data collection methods used in the form of distributing questionnaires using purposive sampling with 68 respondent. The method used in this research is regression multiple tests processed with SPSS 21.0 software. The results showed that Electronic Word of Mouth and Brand Image partially and simultaneously had an effect on Purchase Decision.Keyword : electronic word of mouth, eWOM, brand image, purchase decision.
Co-Authors Ahmad, Hauwa Sani Apriani, Luh Ketut Ariyanti, Ni Kadek Irma Ariyanti, Ni Kadek Irma Asrumi, Asrumi Chaurasiya, Dr. Sneha de Freitas, Elizabeth Dewa Made Haryandika Hakim, Jumhur Jaya, I Made Sura Ambara Kasiani, Kasiani Kencanawati, Anak Agung Ayu Mirah Kumbhayoni, Putu Diah Keshy Lasmini, Ni Ketut Lasmini, Ni Ketut Lu, Yanxuan Masih, Ni Ketut Ni Kadek Irma Ariyanti Ni Ketut Lasmini Ni Ketut, Tutik Juniasih Ni Luh Putu, Inten Rumini Putra Yudistira, Cokorda Gede SORMIN, ANGGUN KARUNIA Sudiarta, Made Sumartana, I Made Sumartini, Ni Komang Ayu Waelan Waelan, Waelan Wijayati, Luh Made Wijayati, Ni Luh Made Winaya, Ni Nyoman Teristiyani Yasa, Gede Sedana Wibawa Zhao, Sebastian Yuxi