Pengaruh Electronic Word-of-Mouth terhadap Keputusan Menginap Oleh Segmen Business Traveller di GBH Bali
DOI:
https://doi.org/10.58812/jmws.v4i09.2622Kata Kunci:
Electronic Word of Mouth, Keputusan Menginap, Segmen, Business Traveller, GBH BaliAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth terhadap keputusan menginap. Populasi menggunakan business traveler menginap di GBH dan sampel sebanyak 100 responden. Metode pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji koefisien determinasi, dan uji t. Dari hasil penelitian diperoleh hasil yaitu electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan menginap, dimana diperoleh nilai t hitung sebesar 10,675 dan nilai sig sebesar 0,000. Besarnya pengaruh electronic word of mouth terhadap keputusan menginap adalah sebesar 53,8%. Saran yang dapat diberikan olah peneliti adalah GBH berupaya meraih kepuasan tamu yang menginap dan menambah fasilitas yang masih kurang.
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