Year: 2025
Type: article
Study design: Observational Study
Abstract: The objective of this study is to analyze online reviews and brand image at Unp Hotel & Convention Center Padang. The study is motivated by the fact that UNP Hotel Convention has a considerable potential due to several factors that are exceptionally supportive for accommodation. The study uses quantitative methods and the type of research used in this study is associative causal or cause and effect relationships. The data obtained from survey results was separated into respondents who were the objects of research. The influence of the Online Review variable on Brand Image has a sample mean value of 0.744, a tstatistics value of 30.942> 1.96, and a p value of 0.000 <0.05. As a result, there is a positive and significant influence of the Online Review variable with Brand Image, so H1 is accepted.
Authors: Nur Fadillah, Violintikha Harmawan
Institution: State University of Padang
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407667717