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All Journal Bisma: Jurnal Bisnis dan Manajemen
Gusti Ayu Agustina, Riski
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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THE ROLE OF E-WOM, PRICE, SOCIAL MEDIA MARKETING, AND HOTEL ATTRIBUTES TO CATCH INTENTION TO STAY IN HOTELS Gusti Ayu Agustina, Riski
Bisma: Jurnal Bisnis dan Manajemen Vol. 19 No. 2 (2025)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/bisma.v19i2.53842

Abstract

This study aims to find the influence of E-WOM, price, social media marketing, and hotel attributes on intention to stay at hotels in Bali. This quantitative study uses primary data from a questionnaire distributed to 152 respondents using purposive sampling. The data were processed using multiple linear regression analysis. The results of this study indicate that E-WOM, price, and social media marketing influence the interest in staying both partially and simultaneously. Based on these findings, it is hoped that entrepreneurs in the accommodation business will continuously improve e-WOM, compete with appropriate prices, and pay attention to digital marketing through social media, which is now a primary reference for stay decisions in today's digital era.
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