PERAN SIKAP MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG

  • Dewa Gede Kresna Mahaputra Universitas Udayana
  • Putu Yudi Setiawan Universitas Udayana
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Abstrak

Visiting decision is  decision someone takes before visiting a place by considering several factors. Companies need to pay attention to factors that can influence consumers' decisions to visit to increase revenue purpose of this study to determine effect electronic word of mouth and attitudes towards visiting decisions. The research was conducted at Eco Bike Coffee Kintamani. 100 respondents were used with purposive sampling. Data collectedby questionnaires. PLS and sobel test were used. Based on results it was found that electronic word of mouth and attitude had positive and significant effect on visiting decisions, directly. Electronic word of mouth can indirectly influence visiting decisions through attitude as mediating variable. The results of the study, implying that Eco Bike Coffee needs to improve the suitability of information obtained to increase consumer knowledge through the internet so that they can be relied upon and give more pleasant impression to attract consumers to visit.


Keywords: brand electronic word of mouth, attitude, visiting decision


 

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Diterbitkan
2019-12-03
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MAHAPUTRA, Dewa Gede Kresna; SETIAWAN, Putu Yudi. PERAN SIKAP MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG. E-Jurnal Manajemen, [S.l.], v. 8, n. 12, p. 7326 - 7348, dec. 2019. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/50758>. Tanggal Akses: 21 feb. 2026 doi: https://doi.org/10.24843/EJMUNUD.2019.v08.i12.p21.
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Terbitan
Vol 8 No 12 (2019)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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