ANALISA PENGARUH KUALITAS WEBSITE DAN ELECTRONIC WORD OF MOUTH TERHADAP RESERVASI HOTEL ONLINE: PERSEPSI RISIKO DAN MINAT BELI ONLINE SEBAGAI VARIABEL MEDIATOR

Eunike Novia Waworuntu, Amelia Jessika Halim, Serli Wijaya

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh kualitas website dan electronic word of mouth terhadap reservasi hotel online dengan persepsi risiko dan minat beli online sebagai variabel mediator. Kuesioner disebarkan kepada 289 responden dan hasilnya dianalisa menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan, semakin baik kualitas website atau Online Travel Agent (OTA), maka semakin tinggi minat beli responden. Electronic word of mouth tidak dapat dijadikan sebagai faktor utama untuk mempengaruhi minat beli online. Persepsi risiko tidak terbukti menjadi variabel yang memperkuat pengaruh antara kualitas website dan electronic word of mouth terhadap pembelian aktual. Selanjutnya minat beli online terbukti dapat menjadi mediator antara kualitas website dan pembelian aktual.


Keywords


Kualitas Website, Electronic Word of Mouth, Persepsi Risiko, Minat Beli secara Online, Pembelian Aktual, Reservasi Hotel secara Online

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