Journal of Accounting and Finance Management (JAFM)
Vol. 3 No. 4 (2022): Journal of Accounting and Finance Management (September-October 2022)

Electronic Word of Mouth and Brand Image on Customer Decisions

Lusiah Lusiah (Management Study Program, Faculty of Social Sciences and Humanities, Universitas IBBI)
Lili Suryati (Management Study Program, Faculty of Social Sciences and Humanities, Universitas IBBI)

Article Info

Publish Date
20 Sep 2022

Abstract

This study aims to examine the effect of Electronic Word of Mouth and Brand Image on Customer Decisions. This study uses explanatory quantitative research on 50star hotelin West Sumatra with 150 respondents processed using the SEM-PLS approach. The results of the study indicate that Electronic Word of Mouth directly influences Customer DecisionsStar Hotel in West Sumatra and Brand Image directly influence Customer DecisionsStar Hotel in Jakarta.

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Journal Info
Journal of Accounting and Finance Management (JAFM)
Website

Abbrev

JAFM

Publisher

Dinasti Research

Subject

Economics, Econometrics & Finance

Description

Journal of Accounting and Finance Management (JAFM) is a peer-reviewed journal published by Dinasti Research, Dinasti Foundation, Indonesia six times a year. JAFM aims to publish articles in the fields of accounting, finance, and management that make a significant contribution to the development of ...