Pengaruh daya tarik dan E-WOM terhadap keputusan berkunjung melalui minat berkunjung sebagai variabel intervening

Hari Purwanto (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia)
Dian Citaningtyas Ari Kadi (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia)
Galuh Rismawati (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia)

MBR (Management and Business Review)
Vol 5 No 2 (2021): Desember

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.