The effect of e-service quality on purchase decisions with E-WOM as a moderating variable on 4-star hotels in West Sumatra

Rian Surenda; Arif Adrian; Youmil Abrian; Alfi Husni Fansurya

doi:10.24036/jptk.v5i3.28723

Authors

Rian Surenda Deparment of Hotel Management, Faculty of Tourism and Hospitality, Universitas Negeri Padang, INDONESIA
Arif Adrian Deparment of Hotel Management, Faculty of Tourism and Hospitality, Universitas Negeri Padang, INDONESIA
Youmil Abrian Deparment of Hotel Management, Faculty of Tourism and Hospitality, Universitas Negeri Padang, INDONESIA
Alfi Husni Fansurya Deparment of Hotel Management, Faculty of Tourism and Hospitality, Universitas Negeri Padang, INDONESIA

DOI:

https://doi.org/10.24036/jptk.v5i3.28723

Keywords:

E-Service Quality, E-WOM, Hotel, Purchase Decision

Abstract

This research is based on changes in consumer behavior in deciding to purchase hotel room services in West Sumatra, post-covid-19 consumer behavior has an impact on hoteliers in determining marketing strategies, this study aims to see the relationship between variables, namely E-Service Quality on purchasing decisions and see the effect of the E-wom variable as a moderator on purchasing decisions. This research was conducted in West Sumatra with a sample of 120 hotel guests, using a purposive sampling technique, where the sample was determined by the criteria of having stayed at a hotel and making hotel room reservations online. This study uses the help of PLS techniques to determine the inner and outer variables, where the variables measured are E-Service quality, Purchase Decision, E-WOM as a moderating variable. The results show that E-Service Quality has a significant positive effect on purchasing decisions and E-WOM moderates E-Service quality significantly positive on purchasing decisions.

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