Putri, Kiki Hermalia (2025) Pengaruh Electronic Word Of Mouth (E-WOM) Pada Online Travel Agent Booking.com dan Brand Image Terhadap Keputusan Menginap Di The ONE Legian. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to determine the influence of electronic word of mouth (X1) and brand image (X2) both partially and simultaneously on the decision to stay (Y). The research location is The ONE Legian. The population in this study consists of guests who booked rooms through Booking.com at The ONE Legian from January 2024 to December 2024, totaling 7,818, with a sample of 99 respondents. The data analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, F Test, and t Test. The results of this study indicate that electronic word of mouth has a significant positive effect on the decision to stay, brand image has a significant positive effect on the decision to stay, and simultaneously, electronic word of mouth and brand image have a significant positive effect on the decision to stay. The recommendation that can be given by the researcher is that The ONE Legian is expected to always provide a good or satisfying experience for guests by offering the best service, so that more guests will leave positive reviews, thereby reducing the doubts felt by guests due to negative reviews.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Electronic Word of Mouth, Brand Image, Decision to Stay
Subjects: Ilmu Ekonomi > Ilmu Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Kiki Hermalia Putri
Date Deposited: 02 Sep 2025 10:11
Last Modified: 02 Sep 2025 10:11
URI: https://repository.pnb.ac.id/id/eprint/18932

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