FAKTOR-FAKTOR DARI E-WOM YANG MEMPENGARUHI MINAT BELI HOTEL SECARA ONLINE PADA MASYARAKAT SURABAYA MELALUI ONLINE TRAVEL AGENT (OTA)

Fransisca Olivia Jap, Caroline Juanda, Fransisca Andreani

Abstract


Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh dari e-WOM terhadap minat beli hotel secara online pada masyarakat Surabaya melalui Online Travel Agent (OTA). Pada penelitian ini menggunakan 6 atribut, usefulness of online reviews, timeliness of online reviews, volume of online reviews, positive valence of online reviews, negative valence of online reviews dan comprehensiveness of online reviews. Jenis penelitian yang dilakukan adalah kuantitatif eksplanatif dengan metode analisa regresi linear berganda dengan program SPSS. Hasil penelitian menunjukkan usefulness dan comprehensiveness memiliki pengaruh yang positif dan signifikan terhadap minat beli pelanggan, variabel timeliness dan positive valence memiliki pengaruh yang positif tetapi tidak signifikan terhadap minat beli pelanggan. Sedangkan variabel volume dan negative valence memiliki pengaruh yang negatif dan tidak signifikan terhadap minat beli pelanggan.

 

Kata Kunci: Electronic Word-of-Mouth, Purchase Intention, Online Travel Agent

 

Abstract: This study is to reveal the effects of e-WOM on online purchase intention of Surabaya customers through Online Travel Agent (OTA). This research using 6 attributes, usefulness of online reviews, timeliness of online reviews, volume of online reviews, positive valence of online reviews, negative valence of online reviews and comprehensiveness of online reviews. It’s a quantitative explanatory research using multi linear regression with SPSS program. The results shows that usefulness and comprehensiveness have positive and significant effect on online purchase intention. Timeliness and positive valence have positive but insignificant effect on online purchase intention. Whereas volume and negative valence have negative and insignificant effect on online purchase intention.

 

Keywords: Electronic Word-of-Mouth, Purchase Intention, Online Travel Agent


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