Pengaruh User-Generated Content (UGC) Dan Electronic Word-Of-Mouth (E-Wom) Terhadap Keputusan Pembelian Melalui Brand Image Pada Sens Hotel & Spa Ubud

Mahartika, Kadek Wirahadi (2026) Pengaruh User-Generated Content (UGC) Dan Electronic Word-Of-Mouth (E-Wom) Terhadap Keputusan Pembelian Melalui Brand Image Pada Sens Hotel & Spa Ubud. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Tingkat Penghunian Kamar (TPK) hotel berbintang dan nonberbintang di Provinsi Bali dalam kurun waktu Maret 2024 sampai dengan Maret 2025 tercatat mencapai 52,71% sementara hotel nonberbintang berada pada angka 38,44%. Persentase tersebut mengalami peningkatan signifikan pada Oktober 2024, di mana TPK hotel berbintang mencapai 64,37% dan hotel nonberbintang 43,94%. Peningkatan tersebut menunjukkan pemulihan pasca-pandemi serta meningkatnya minat wisatawan selama musim ramai (peak season). Namun, pada tahun 2025, TPK mengalami penurunan secara bertahap. Pada bulan Februari 2025, estimasi TPK hotel berbintang menunjukkan angka ±51,62% dan hotel nonberbintang ±36,35%, kemudian mengalami penurunan kembali pada bulan Maret 2025 menjadi 46,61% untuk hotel berbintang dan 35,71% untuk hotel nonberbintang. Penurunan ini menunjukkan bahwa meskipun industri perhotelan Bali sempat pulih, dalam mempertahankan tingkat hunian tetap memiliki tantangan terutama diluar musim liburan. Ekspektasi konsumen terhadap layanan dan informasi digital dalam memilih akomodasi dapat menjadi salah satu penyebab fluktuasi tersebut. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh user-generated content (UGC) dan electronic word of mouth (E-WOM) terhadap keputusan pembelian melalui brand image sebagai variabel mediasi. Metode analisis dilakukan secara kuantitatif dengan menyebarkan kuesioner yang kemudian dianalisis menggunakan Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa user-generated contents (UGC), electronic word of mouth (EWOM), dan brand image berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, user-generated contents (UGC) dan electronic word of mouth (E-WOM) berpengaruh positif dan signifikan terhadap brand image, usergenerated contents (UGC) dan electronic word of mouth (E-WOM) berpengaruh positif dan signifikan terhadap keputusan pembelian melalui brand image.
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The Room Occupancy Rate (TPK) of starred and non-starred hotels in Bali Province in the period March 2024 to March 2025 was recorded at 52.71% while non-starred hotels were at 38.44%. This percentage experienced a significant increase in October 2024, where the ROC for starred hotels reached 64.37% and for non-starred hotels 43.94%. This increase indicates post-pandemic recovery and increased tourist interest during the peak season. However, in 2025, the ROC experienced a gradual decline. In February 2025, the estimated ROC for starred hotels showed a figure of ±51.62% and for non-starred hotels ±36.35%, then decreased again in March 2025 to 46.61% for starred hotels and 35.71% for nonstarred hotels. This decline shows that even though Bali's hotel industry has recovered, maintaining occupancy levels remains a challenge, especially outside the holiday season. Consumer expectations of digital services and information when choosing accommodations can be one of the causes of these fluctuations. This study aims to examine and analyze the influence of user-generated content (UGC) and electronic word of mouth (E-WOM) on purchasing decisions through brand image as a mediating variable. The analysis method carried out quantitatively by distributing questionnaires which then be analyzed using the Structural Equation Model (SEM). The results of this study indicate that User-Generated Content (UGC), Electronic Word of Mouth (E-WOM), and Brand Image have a positive but insignificant effect on purchase decisions. Furthermore, User-Generated Content (UGC) and Electronic Word of Mouth (E-WOM) have a positive and significant effect on Brand Image. Additionally, User-Generated Content (UGC) and Electronic Word of Mouth (E-WOM) have a positive and significant indirect effect on purchase decisions through Brand Image as a mediating variable.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	user-generated content, electronic word of mouth, keputusan pembelian, brand image
Subjects:	A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF54.54 Electronic information resources. Digital libraries H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. H Social Sciences > HV Social pathology. Social and public welfare
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Kadek Wirahadi Mahartika
Date Deposited:	30 Jul 2026 02:40
Last Modified:	30 Jul 2026 02:40
URI:	http://repository.its.ac.id/id/eprint/140714

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