The role of brand image in mediating the influence of digital marketing and electronic word of mouth on purchasing decisions at the Jayakarta Bali beach resort & SPA

Savitri, Ni Ayu Putu Shinta and Anggraini, Ni Putu Nita and Ribek, Pande Ketut and Tahu, Gregorius Paulus (2025) The role of brand image in mediating the influence of digital marketing and electronic word of mouth on purchasing decisions at the Jayakarta Bali beach resort & SPA. World Journal of Advanced Research and Reviews, 27 (2). 075-084. ISSN 2581-9615

The Jayakarta Bali Beach, Resort & SPA has a main advantage in the form of a location directly facing the beach and a spacious garden area, as well as maintaining a vintage interior atmosphere. These advantages have not been able to increase the maximum room occupancy rate. This study aims to examine the role of brand image as a mediating variable in the influence of digital marketing and electronic word of mouth on consumer purchasing decisions at The Jayakarta Bali Beach, Resort & SPA. The study population was all guests who had stayed at least three times at The Jayakarta Bali Beach, Resort And SPA during the 2019-2024 period, with a sample determination according to Hair obtained 180 respondents. Data analysis was carried out using the SEM-PLS method to test the direct and indirect relationships between variables. The results showed that brand image had a significant effect as a mediating variable between digital marketing and e-WOM on purchasing decisions.