The Influence of E-WOM and Price Through Booking.com on Purchase Interest at Courtyard by Marriott Bali Nusa Dua Resort

Luh Gde Ayu  Prabhawati; Putu Diah Sastri Pitanatri; Prastha Adyatma

doi:10.55927/esa.v3i4.9809

Authors

Luh Gde Ayu Prabhawati Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
Putu Diah Sastri Pitanatri Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali
Prastha Adyatma Program Studi Pengelolaan Perhotelan, Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/esa.v3i4.9809

Keywords:

E-WOM, Price, Purchase Interest

Abstract

The purpose of this research is to identify the influence of E-WOM and Price via booking.com on purchase intention. This research was conducted at the Courtyard by Marriott Bali Nusa 2 Resort hotel. The population in this research involved 100 respondents who had not had the chance to stay at the Courtyard by Marriott Bali Nusa 2 Resort hotel. The type of information used in this research is quantitative information. This research uses primary information in the form of a questionnaire distributed to respondents. The illustration collection method used is non-probability sampling (purposive sampling). The analysis method uses multiple linear regression with SPSS version 29 for Windows. The results of this research prove that E-WOM (X1) partially has a positive and significant effect on Purchase Intention with a calculated ttable value = 4, 1271, 660 and a significance value of & ???? = 0.001 & 0.05. Price (X2) partially has a positive and significant effect on purchase intention with a calculated ttable value of 6.256>1.660 and a significance value of & ????= 0.001 & 0.05. E-WOM and Price simultaneously have a positive and significant effect on Purchase Intention with a calculated Ftable value of 26.721 <3.94 and a significance value of & ∝= 0.001 & 0.05. Thus, it can be concluded that the results of this research prove that E-WOM and Price have a positive and significant effect on purchase intention, and simultaneously have an effect on purchase intention.

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