<![CDATA[Abstrak 1Jenis penelitian ini digolongkan kepada penelitian deskriptif kuantitatif dengan pendekatan assosiatif kausal.1Populasi penelitian ini adalah tamu individu yang menginap di Hotel Daima Padangsebanyak 10471 orang tamu dan sampel sebanyak 94 orang dengan teknik pengambilan sampelnya menggunakan rumus Riduwan (2004). 1Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner (angket) dengan menggunakan metode skala likert yang telah di uji validitas dan reliabilitasnya. Selanjutnya data dianalisis melalui analisis regresi linear sederhana dengan bantuan program SPSS versi 20.00. Berdasarkan penelitian yang telah dilakukan maka didapatkan hasil sebagai berikut : (1) Electronic word of mouth berada pada kategori baik (84,04%) (2) keputusan menginap berada pada kategori baik (67,02%) (3) Pengaruh electronic word of mouth terhadap keputusan menginap di Hotel Daima Padang 19,4 % sedangkan 80,6% dipengaruhi oleh faktor lain.Hasil uji regresi linear sederhana diperoleh nilai F 22,173 dengan sig 0.000 < 0.05 sehingga dapat diambil kesimpulan bahwasanya Ha diterima dan H0 ditolak dan terdapat pengaruh yang positif dan signifikan antara electronic word of mouth dengan keputusan menginap di Hotel Daima Padang. Kata kunci: Electronic Word Of Mouth, Keputusan Menginap, Hotel Daima Padang Abstract This type of research is classified into quantitative descriptive research with causal's associative approach. 1The Research Population is an individual guest staying at Hotel Daima Padang for 10471 guests and samples of 94 people with The sampling technique using the Riduwan formula (2004). 1The data collection Technique is performed by spreading questionnaires using a method of Likert scale that has been tested for validity and reliability. Further data is analyzed through simple linear regression analysis with the help of SPSS program version 20.00. Based on the research done, the following results are obtained: (1) The Electronic word of mouth is in good category (84.04%) (2) The decision of stay is in good category (67.02%) (3) The effect of electronic word of mouth on the decision of staying at Hotel Daima Padang is 19.4% while 80.6% is influenced by other factors. The result of simple linear regression test obtained F 22.173 with sig 0.000 < 0.05 so that it can be concluded that Ha received and H0 rejected and there is a positive and significant influence between electronic word of mouth with decision to stay At Hotel Daima Padang. Keywords: Electronic Word Of Mouth, decision stay, Hotel Daima Padang]]>
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