PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP MINAT RESERVASI HOTEL BINTANG 4 DAN ATAU BINTANG 5 MELALUI CITRA MEREK SEBAGAI VARIABEL PERANTARA

Regine Lie(1*), Regina Jokom(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Abstrak – Industri pariwisata bertumbuh pesat seiring berjalannya waktu. Dengan adanya eWOM menjadi sebuah media bagi para konsumen untuk dapat membayangkan mengenai kualitas dan layanan pada hotel melalui komentar pada online travel agent. Survei terhadap 150 responden dilakukan dan data primer yang terkumpul dianalisis dengan menggunakan metode SEM-PLS. Hasil penelitian juga menggambarkan bahwa online review yang terdapat pada Online Travel Agent mempengaruhi minat reservasi hotel bintang 4 dan atau bintang 5 manakah yang akan dipesan. Secara keseluruhan, hasil penelitian ini menunjukkan bahwa online review berpengaruh positif dan signifikan pada konsumen dalam mempengaruhi minat beli hotel bintang 4 dan atau bintang 5 yang akan dipesan.  

Kata kunci: Electronic Word Of Mouth; Citra Merek; Minat Reservasi; Online Review; Minat   Pembelian; Masyarakat Indonesia; Hotel bintang 4; Hotel bintang 5

 

Abstract - Tourism industry has been notably growing throughout the years. With eWOM as the mediator, consumers could imagine service and quality of a hotel from the review that online travel agent provided. A survey of 150 respondents was conducted and the primary data collected were analyzed using the PLS method. Findings shows that Online Travel Agent users will read the review and it will affect their reservation intention. The results also illustrate that online reviews contained in Online Travel Agent help consumers to influence their purchase intention. Overall, the results of this study indicate that online reviews have a positive and significant impact on consumers in deciding which four or five star hotel they are willing to book.


Keywords: Electronic Word Of Mouth; Brand Image; Reservation Intention; Online Review; Reservation Intention; Indonesia Community; Five Star Hotel; Four Star Hotel


Full Text:

PDF

References


DAFTAR REFERENSI

Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38, 3.

Bambauer-Sasche, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18, 38-45.

Cheung, K. M., & Thadani, R. D. (2010). The state of elecronic word-of-mouth research: a literature Analysis. Proceedings of the Pacific Asia Conference on Information Systems , 1580-1587.

Ferdinand, A. (2002). Structural Equation Modelling of Management Research. Semarang: FE UNDIP.

Gretzel, U, & Yoo, K.H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism 2008 Proceedings of the International Conference in Innsbruck. Springer-Verlag Wien. Vienna. 35- 46.

Horwath, HTL. (2016). How online reputation affects hotel trading performance. Croatia.

Jalilvand, M. R. dan Samiei, N. (2012), The Effect of Electronic Word of Mouth On Brand Image and Purchase Intention: An Empirical Study in the Automobile Industry in Iran. Marketing Intelligence & Planning. 30, 460 476.

Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing , 1-22.

Keller, K. (2003). Strategic Brand Management. New Jersey: Pearson Education,Inc.

Leung, D., Rob, L., Hoof, H. v., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing. 30:1-2, 3-22.

Lin, C., Wu, Y.S., & Chen, J.C. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. International Confrence on Technology Innovation and Industrial Management. 3, 29-47.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2005). Electronic Word-of-Mouth in Hospitality and Tourism Management. Journal of Tourism Management. 29, 458-68.

Memarzadakh, F., Blum, S. C., & Adams, C. (2015). The impact of positive and negative e- comments on business travelers intention to purchase a hotel room. 6(3), 258-270.

Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Journal of Tourism Management. 32(6), 1310-1323.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity. Journal of Business Reasearch. 52(1), 1-14.

Zhang, Y. (2010). The impact of brand image on consumer behaviour. Journal of Business and Management. 3(1), 58-62.

Zhao, X. (2015). Wang, L., Guo, X., & Law, R. (2014). The influence of online reviews to online hotel booking intention. International Journal of Contemporary Hospitality Management. 27(6), 1343-1364.


Refbacks

  • There are currently no refbacks.