How do You Believe Electronic Word of Mouth in Making Decision to Stay?
- Keywords
- Electronic Word of Mouth, Decision of Stay, Purchase Decision, Crowne Plaza Bandung.
- Abstract
Crowne Plaza Bandung is a 5 star class hotel in the city of Bandung which is an international chain under the auspices of the Intercontinental Hotels Group. Crowne Plaza Bandung currently has problems with marketing which has an impact on the decline in hotel room occupancy. Efforts are being made to improve the decision to stay at Crowne Plaza Bandung, one of which is to improve marketing strategies electronic word of mouth, which consists of Source Expertise, Source Trustworthiness, Perceived Source Similarity, Receiver Expertise, Volume, Valence, Nature Of The Product, Tie Strength, and Type Of Website. The type of this research is descriptive and verification with cross sectional method. The purpose of this study is to find the impact of Electronic Word of Mouth towards the decision to stay at Crowne Plaza Bandung. Research respondents were 100 individual guests, who had stayed at Crowne Plaza Bandung. This research used multiple regression as data analysis technique. The result shows that Electronic Word of Mouth has impact on decision of stay at Crowne Plaza Bandung.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yeni Yuniawati AU - Dewi Pancawati Novalita AU - Bekti Sabila Riyanto PY - 2019/06 DA - 2019/06 TI - How do You Believe Electronic Word of Mouth in Making Decision to Stay? BT - Proceedings of the 3rd International Seminar on Tourism (ISOT 2018) PB - Atlantis Press SP - 72 EP - 77 SN - 2352-5398 UR - https://www.atlantis-press.com/article/125909351 ID - Yuniawati2019/06 ER -