Pengaruh daya tarik dan E-WOM terhadap keputusan berkunjung melalui minat berkunjung sebagai variabel intervening | Zendy

Hari Purwanto | Zendy; Dian Citaningtyas Ari Kadi | Zendy; Galuh Rismawati | Zendy

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Pengaruh daya tarik dan E-WOM terhadap keputusan berkunjung melalui minat berkunjung sebagai variabel intervening

Author(s) -

Hari Purwanto,

Dian Citaningtyas Ari Kadi,

Galuh Rismawati

Publication year - 2021

Publication title -

mbr (management and business review)

Language(s) - English

Resource type - Journals

ISSN - 2541-5808

DOI - 10.21067/mbr.v5i2.5867

Subject(s) - attractiveness , path analysis (statistics) , intervening variable , psychology , social psychology , statistics , mathematics , sociology , demography , population , psychoanalysis

The purpose of this study was to determine the effect of Attractiveness and E-WOM on Decisions made through Interest as an Intervening Variable. The study used a quantitative approach with a sample of 269 respondents. Questionnaires were used for data collection, and data analysis using Path Analysis. The results of this study are attractiveness and E-WOM have a significant effect on visiting interest. Attractiveness and E-WOM have a significant effect on decisions. Path test (Path Analysis) found that interest can mediate the effect of attractiveness on decisions and interest can mediate the effect of E-WOM on decisions.

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