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)

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.