Pengaruh Electronic Word of Mouth (E-WOM) dan Kualitas Pelayanan terhadap Keputusan Wisatawan untuk Menginap di Adiwana Resort Jembawan di Ubud

Abstract

In the current era, the service industry sector has experienced a very rapid increase, especially in the Bali tourism sector. Tourism is one of the country's largest foreign exchange earning sectors which is able to help the country's economic conditions. Hotel industry companies in running their business must always observe changes in consumer behavior in decisions to purchase services which can then be used as a reference in improving hotel marketing strategies. Adiwana Resort Jembawan is a company that operates in the service sector in the form of a four-star hotel or accommodation located in the middle of Ubud city center. This research aims to determine the influence of electronic word of mouth (E-WOM) and service quality on overnight decisions. This research uses multiple linear regression analysis techniques. The population in this study is the assumed number of hotel rooms during 2022 filled with 1 tourist with a total of 10,404 people. Determining the sample used the Slovin formula with the results of 100 respondents. The sampling method used the accidental sampling method for 100 tourists staying at the Adiwana Resort Jembawan hotel. The results of this research are that partially electronic word of mouth and service quality have a positive and significant effect on the decision to stay overnight.