Open AccessPengaruh 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.