Sutrisno, Michelle and Munawaroh, Munawaroh (2016) Impact of Electronic Word of Mouth on Purchase Intention and Brand Equity: An Empirical Study of Online Hotel Booking. Bachelor thesis, Swiss German University.

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Abstract

Electronic Word of Mouth (EWOM) is a communication between individual, which each of the individual share their experience through the internet and it can be use to assist them to make purchase decisions. The aim of this research is to gain deeper understanding on purchasing a hotel room in online platform through customer’s review and whether the equity of a brand is influence by customer’s review. This study use survey by distributing questionnaire in order to gain the data. After the data gathered is tested by using SPSS 22 for its reliability and validity, Cronbach’s alpha, as well as factor analysis. Path diagram analysis is used to test the relationship between each of the hypothesis. The results indicated that EWOM has a significant relationship towards purchase intention and brand equity as well as brand equity towards purchase intention. It is recommended for the hotel managers to maintain high influenced indicator such as the quantity of EWOM and Image of the brand to create high purchase intention and also pay attention with other factor to maintain its quality.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	EWOM; Brand Equity; Perceived Quality; Brand Salience; Brand Image; Purchase Intention; Online hotel Booking.
Subjects:	H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX901 Hospitality industry T Technology > TX Home economics > TX911 Hotel management
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	16 Jul 2020 16:10
Last Modified:	16 Jul 2020 16:10
URI:	http://repository.sgu.ac.id/id/eprint/1213

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