MENINGKATKAN INTENTION TO VISIT WISATAWAN: PERAN E-WOM, LOKASI, DAN PHYSICAL EVIDENCE PADA HOTEL RANGKAYO BASA PADANG

Ash Shadiq Egim, Riche Fermayani, Liza Yuliana, Laili Putri Nujjiya Citra

Abstract


This study was conducted to determine the Role of E-WOM, Location and Physical Evidence on Intention to visit Hotel Rahayo Basa Padang. The analysis technique used in this research is quantitative with multiple linear regression analysis. This study used 100 respondents as a research sample by surveying visitors to the Padang Rangkayo Basa Hotel. The results of the study prove that E-WOM has a positive and significant effect on Intention to visit with a significance of 0.00 <0.05. Location also has a positive and significant effect on Intention to visit with a significance of 0.003 <0.05. Physical evidence has a positive and significant effect on Intention to visit with a significance of 0.00 <0.05. The ability of the independent variables, E-WOM, Location and Physical evidence on the dependent variable, namely Intention to visit, is 92.7%.


Keywords


E-WOM, location, physical evidence and intention to visit.

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DOI: https://doi.org/10.46576/bn.v8i1.6338

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