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this research is motivated by the discovery of problems related to eWOM, hotel image and purchasing decisions. This type of quantitative research with a causal associative approach (cause and effect) using survey methods. The types of data used are primary and secondary data. The population in this study were guests who had stayed and were staying at Aston batam Hotel & Residence. The sample in the study totaled 120 guests with a sample determination technique, namely non probability sampling. Techniques for collecting data through a questionnaire (questionnaire) using a Likert scale that has been tested for validity and reliability. The data from this study were processed with the help of SPSS 18.00. The results of the study show that the eWOM variable is in the good category based on statistical calculations with an average TCR value of 81.5. The hotel image variable is in a good category based on statistical calculations with an average TCR value of 80.4. The Purchasing Decision variable is in the good category based on statistical calculations with an average TCR value of 80.84. At the eWOM (X1) value, Beta or Standardized Coefficient was achieved, namely 0.388 accompanied by T count (4.817) where significance was achieved 0.000 <0.05, so the eWOM variable (X1) contributed a positive and also significant influence on purchasing decisions (Y), then the hypothesis of hotel image research (X2) achieved Beta or Standardized Coefficient whose value was 0.536 accompanied by T count (6.654) where significance was achieved 0.000 <0.05, so the hotel image variable (X2) contributed a positive and also significant influence on purchasing decisions (Y). Next, the Adjusted R Square number whose value is 0.791 means that the contribution of the influence of the independent variable on the dependent variable is 79.1%, while the remaining 20.9% is influenced by other variables.

This study aims to determine the effect of hotel image and trust on guest loyalty at Grand Basko Hotel Padang. This research method uses quantitative descriptive research with a causal associative approach, data collected through surveys of guests who have stayed at Grand Basko Hotel Padang using 98 respondents from a population of 7,560 guests staying at Grand Basko Hotel Padang because the sample determination based on the type of non-probability sampling used is purposive sampling technique. Based on the results of data analysis using Smart PLS with the results of Cronbach's each variable 4.245, 9.506 and 4.446 shows that hotel image has a positive and significant effect on guest loyalty, as well as hotel image has a positive and significant effect on trust and trust also has a positive and significant effect on guest loyalty, on the mediating variable hotel image has a direct effect on customer loyalty and indirectly affects customer loyalty through trust as the mediating variable.