The Influence of Electronic Word of Mouth and Digital Marketing on Decisions to Purchase Hotel Tickets Through Traveloka Applications (Case Study of Consumers in the City of Bandung)

Andhi Sukma (Widyatama University)
Riska Riska

Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat
Vol. 6 No. 2 (2023): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat

This study aims to determine and analyze the effect of electronic Word of Mouth (e-WOM) and Digital Marketing on the decision to purchase hotel tickets through the Traveloka application. This research was conducted with a quantitative approach. Primary data collection was carried out by distributing questionnaires to a sample of 100 customers in the city of Bandung, and. The data analysis used in this study is a multiple linear regression test. The results showed that partially e-WOM and Digital Marketing had a positive and significant influence on purchasing decisions, e-WOM with a significance level of trust of 0.003 <0.05, Digital Marketing of 0.000 <0.05, . e-WOM and Digital Marketing simultaneously have a positive and significant effect on purchasing decisions. From the determination test it is known that the percentage of influence. e-WOM and Digital Marketing of 0.627 or 62.70%, meaning that the variables are e-WOM and Digital Marketing, while the remaining 37.3% is influenced by other variables outside of this study.