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

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.