HOW ELECTRONIC WORD OF MOUTH (E-WOM) AFFECTS THE DECISION TO STAY TO AMBUN SURI BUKITTINGGI HOTEL

Abstract

This research was motivated by the positive and negative comments on the Ambun Suri Hotel website, which suggested that these comments might influence the decision to stay overnight. Therefore, the aims of this research are: 1) To describe the Electronic Word of Mouth at the Ambun Suri Hotel, Bukittinggi; 2) To describe the decision to stay at the Ambun Suri Hotel, Bukittinggi; and 3) To examine how Electronic Word of Mouth influences the decision to stay at the Ambun Suri Hotel, Bukittinggi. The approach used in this research is quantitative, with a causal associative method. This research was conducted at the Ambun Suri Hotel, Bukittinggi. The research population consists of guests who stayed overnight and used internet media services to choose a hotel from June 2023 to October 2023, with an average of 315 guests. The sample was selected using non-probability sampling techniques, resulting in a sample of 176 people. Data collection was carried out using a Likert Scale model questionnaire, which was tested for validity and reliability. Data were analyzed using simple linear regression. The research results indicate that: 1) There is a 34.9% influence of Electronic Word of Mouth on the decision to stay at the Ambun Suri Hotel, Bukittinggi; 2) Electronic Word of Mouth is overall categorized as good, with a score of 79.2%; and 3) The decision to stay at the Ambun Suri Hotel, Bukittinggi is also categorized as good, with a score of 78.4%.