PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MENGINAP DENGAN E-WOM SEBAGAI VARIABLE MEDIATOR PADA BOUTIQUE HOTEL DI INDONESIA (STUDI KASUS QUBIKA BOUTIQUE HOTEL)
DOI:
https://doi.org/10.34127/jrlab.v15i1.2126Keywords:
Brand Image, Electronic Word of Mouth (e-WOM), Stay Decision, Boutique HotelAbstract
This study aims to analyze the influence of Brand Image on the Decision to Stay at Qubika Boutique Hotel with Electronic Word of Mouth (e-WOM) as a mediator variable. The research method used is quantitative explanatory with the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Data were collected through an online questionnaire (Google Form) from 100 tourist respondents who had stayed at Qubika Boutique Hotel. The data analysis method used is descriptive statistical analysis and inferential analysis. The results of the study indicate that Brand Image has a direct significant effect on the Decision to Stay. Brand Image also has a significant effect on e-WOM. e-WOM is proven to have a significant effect on the Decision to Stay. The results of the mediation test prove that e-WOM acts as a full mediator in the relationship between Brand Image and the Decision to Stay. These findings provide important managerial implications for Qubika Boutique Hotel, especially in integrating brand image strengthening strategies and active digital reputation management, to encourage the creation of positive e-WOM which ultimately increases the decision to stay.
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