Pengaruh Electronic Word of Mouth Dan Servicescape terhadap Keputusan Menginap di Hotel Khas Parapat

Abstract

This study aims to analyze and determine the effect of electronic word of mouth and servicescape on the decision to stay at Hotel Khas Parapat. The population in this study are guests who have stayed at Hotel Khas Parapat in 2022. The analytical method used is descriptive analysis and quantitative analysis which consists of multiple linear regression analysis using the F test, t test, and the coefficient of determination (R2). This test was carried out in the SPSS program with the data collection technique used, namely distributing questionnaires to guests staying at the Khas Parapat Hotel as many as 95 respondents as the research sample. The results showed that electronic word of mouth and servicescape simultaneously had a significant effect on the decision to stay. Partially, electronic word of mouth has a positive and significant effect on the decision to stay and servicescape has a positive and significant effect on the decision to stay.