JEFMS Journal

ABSTRACT:

The goal of this study is to establish the influence connection among Cleanliness, Health, Safety, and Environmental Sustainability (CHSE), Electronic Word of Mouth (E-WOM), and trust on the purchase intention of star-rated hotels in Lampung, Indonesia. This study was conducted in the post-Covid-19 period. Employing a quantitative descriptive study design, six hypotheses were formulated and examined utilizing covariance-according to structural equation modeling (CBSEM), by AMOS 24.0 software. We collected 310 respondent samples utilizing purposive sampling techniques. Empirical outcomes show that the variables CHSE, E-WOM, and trust all influence purchase intention, by the connection among CHSE and trust having the most significant impact. The trust variable exhibits a longer influence compared to the other variables. The study outcomes show that all six proposed hypotheses were accepted. CHSE is highly effective in enhancing consumer trust and is directly proportional to the increase in consumer purchase intention. As a result, CHSE has not only become a common standard in the travel enterprise for the Covid-19 but can also serve as the standard for delivering tourism assistances in the current new normal era. CHSE can fulfill the desires and needs of customers, instilling confidence in them to return and stay at hotels.

KEYWORDS:

CHSE, E-WOM, trust, purchase intention

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