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All Journal MBR (Management and Business Review)
Galuh Rismawati
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia
Economics, Econometrics & Finance Social Sciences

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Pengaruh daya tarik dan E-WOM terhadap keputusan berkunjung melalui minat berkunjung sebagai variabel intervening Hari Purwanto; Dian Citaningtyas Ari Kadi; Galuh Rismawati
MBR (Management and Business Review) Vol 5 No 2 (2021): Desember
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v5i2.5867

Abstract

The purpose of this study was to determine the effect of Attractiveness and E-WOM on Decisions made through Interest as an Intervening Variable. The study used a quantitative approach with a sample of 269 respondents. Questionnaires were used for data collection, and data analysis using Path Analysis. The results of this study are attractiveness and E-WOM have a significant effect on visiting interest. Attractiveness and E-WOM have a significant effect on decisions. Path test (Path Analysis) found that interest can mediate the effect of attractiveness on decisions and interest can mediate the effect of E-WOM on decisions.
Co-Authors Dian Citaningtyas Ari Kadi Hari Purwanto