PENGARUH ULASAN ONLINE DI TRIPADVISOR TERHADAP MINAT MENGINAP GENERASI MILENIAL DI SURABAYA
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Abstract
Abstrak: Seiring dengan pertumbuhan internet, electronic word-of-mouth telah menjadi fenomena penting. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh ulasan online yang terdapat pada situs TripAdvisor terhadap minat menginap pada generasi milenial di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dari peneilitian ini adalah 200 responden yang pernah membaca ulasan online pada situs TripAdvisor. Dari hasil penelitian diketahui bahwa online review sangatlah berpengaruh terhadap minat menginap.
Kata Kunci: e-WOM, ulasan online, minat menginap, TripAdvisor, generasi milenial
Abstract: Following the growth of the internet, electronic word-of-mouth have become an important phenomenon. The purpose of this research is to analyze the influence of online review on the TripAdvisor on the interest of staying in the millenial generation in Surabaya. This research use quantitative approach. The sample of this research is 200 respondent who have read online review on the TripAdvisor site. The results of this research indicate that online review is very influential on the interest of staying.
Keywords: e-WOM, online review, interest of staying, TripAdvisor, millenial generation.
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