The Influence of Service Quality and Digital Marketing on Tourist Decisions Brand Image as an Intervening Variable (Study on Wapa di Ume Resort & SPA Ubud)

This research aims to analyze the influence of service quality and digital marketing on tourist decisions, then to analyze the influence of service quality and digital marketing on brand image, then to analyze the influence of the mediation effect of brand image on the influence of service quality and digital marketing on tourist decisions at the Wapa di Hotel Ume Resort & Villas Ubud. The sampling technique uses a purposive sampling method. The population in this study is all tourists who have used or are currently using accommodation facilities or staying at the Wapa di Ume Resort & Spa Ubud Hotel. The type of data used in this research is quantitative data. The data source in this research is primary data. Data analysis in this research uses the Partial Least Square (PLS) approach using SmartPLS software, namely SmartPLS 4.0. The research results show that, 1) Service quality has a positive and significant effect on tourists' decisions, 2) Digital marketing has a positive and significant effect on tourists' decisions, 3) Service quality has a positive and significant effect on brand image, 4) Digital marketing has a positive and significant effect on brand image, 5) Brand image has a positive and significant influence on tourist decisions, 6) Brand image is able to partially mediate the influence of service quality on tourist decisions, and 7) Brand image is able to partially mediate the influence of digital marketing on tourist decisions.