Analisa Pengaruh Electronic Word Of Mouth (EWOM) Terhadap Minat Reservasi Budget Hotel Melalui Citra Merek Sebagai Variabel Perantara
(1)
(2)
(3)
(*) Corresponding Author
Abstract
Abstrak: Penelitian ini bertujuan untuk mengukur seberapa besar pengaruh online review pada OTA terhadap minat reservasi konsumen pada budget hotel melalui citra merek sebagai variabel perantara. Penulis melakukan survei terhadap 401 responden dan menggunakan metode analisa SEM-PLS. Temuan menunjukkan bahwa kejelasan online review dapat membantu pengguna Online Travel Agent dalam memutuskan budget hotel mana yang akan dipesan. Temuan ini juga menjelaskan bahwa pengaruh eWOM secara langsung ke minat reservasi lebih besar dari pada melalui variabel perantara citra merek. Secara keseluruhan, hasil penelitian ini menunjukkan bahwa online review berpengaruh secara positif dan signifikan pada minat reservasi konsumen terhadap budget hotel.
Kata kunci: Electronic Word Of Mouth; Citra Merek; Minat Reservasi; Online Review; Minat Pembelian; Masyarakat Indonesia; Budget Hotel
References
REFERENSI
Aaker, D., & Joachimsthaler, E. (2000). The Brand relationship spectrum: The key to the brand architecture challenge . In California Management review 42 (pp. 8 - 23).
Abdillah, W., & Jogiyanto, H. (2015). Partial Least Square (PLS): Alternatif Structural Equation Modelling (SEM) dalam Penelitian bisnis. Yogyakarta: Andi.
Adhi. (2010, August 20). Ramai - Ramai Bangun Budget Hotel. Retrieved from Kompas: http://properti.kompas.com/read/2010/08/20/15454110/ramai-ramai.bangun.budget.hotel
Bambauer-Sachse, S., & Mangold, S. (2011, January). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38-45.
Barrows, C. W., Powers, T., & Reynolds, D. (2012). Introduction to The Hospitality Industry (8th ed.). New Jersey: John Wiley & Sons, Inc.
Bickart, B., & Schindler, R. M. (2001, June). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40.
Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of internet and conventional retailers. Management Science, 563-585.
Cheung, C. M., & Thadani, D. R. (2012, December). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support System, 54(1), 461-470.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research 43(3), 345-354.
Chin, W. W. (1998). The partial least square approach to structural equation modelling. Modern Methods for business research 295(2), 295-336.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers product evaluations. Journal of Marketing Research, 28, 307-319.
Emeraldo, P. (2012, September 03). Menginap Murah? Pilih Saja 'Hotel Budget'. Retrieved from News Republika.co.id: http://www.republika.co.id/berita/nasional/umum/12/09/03/m9s4zb-menginap-murah-pilih-saja-hotel-budget
Faktanya, 90% Traveler Baca Review Online Sebelum Pesan Hotel. (2017, April 7). Retrieved from Travel.detik.com: https://travel.detik.com/travel-news/d-3468192/faktanya-90-traveler-baca-review-online-sebelum-pesan-hotel
Frewin, A. (2010, April 20). Budget Hotels in the UK 2009. Retrieved from thecarterer.com: https://thecaterer.com/articles/333083/budget-hotel-in-uk-2009
Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19 (5th ed.). Semarang: UNDIP.
Ghozali, I. (2014). Partial Least Square Konsep, Metode, dan Aplikasi Menggunakan Program WarpPLS 4.0 . Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis, 7th Edition. Pearson.
Harmer, J. (2011, Maret 14). Budget Hotel market has grown by 35% during the recession. Retrieved from The Caterer: https://www.thecaterer.com/articles/337431/budget-hotel-market-has-grown-by-35-during-the-recession
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, W. D. (2004, January). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Huang, J.-H., & Chen, Y.-F. (2006, May). Herding in online product choice. Psychology & Marketing Journal, 23(5), 413-428.
Iqbal Hasan, M. (2001). Pokok - pokok materi statistik 1 (Statistik Deskriptif). Jakarta: Bumi Aksara.
Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic Work-of-Mouth (eWOM). Springer International Publishing.
Jalilvand, M. R., & Samiei, N. (2012, January). 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(4), 460-476.
Jha, M. M. (2016, Oktober 16). Budget Hotels - What really is 'Budget' in India? Retrieved from Lemontreehotels: https://www.lemontreehotels.com/getattachment/ebe26fc1-1548-4883-9433-126d281840b2/Budget-Hotels-What-Really-is-'BUDGET'-in-India.aspx
Jogiyanto, H. (2009). Analisis dan Desain Sistem Informasi. Yogyakarta.
Jogiyanto, H. (2011). Konsep dan Aplikasi Structural Equation Modeling.
Jogiyanto, H., & Abdillah, W. (2009). Konsep dan aplikasi PLS (Partial Least Square) untuk penelitian empiris. Yogyakarta: BPFE Fakultas Ekonomika dan bisnis UGM .
Jones, P. (2002). Introduction to Hospitality Operations: An Indispensable Guide to the Industry. Hampshire: Cengage Learning EMEA.
Keller, K. L. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4 ed.). Pearson Education Limited.
Kim, J., & Gupta, P. (2012, July). Emotional expressions in online user reviews: How they influence consumers' product evaluations. Journal of Business Research, 65(7), 985-992.
Kotler, P., & Keller, K. L. (2007). Marketing Management (Vol. 1). Praha,Grada.
Kuncoro, M. (2009). Metode Riset Untuk Bisnis & Ekonomi. Jakarta: Erlangga.
Latan, H., & Ghozali, I. (2012). Partial Least Square Konsep, Metode, dan Aplikasi Menggunakan Program WarpPLS 2.0. Semarang: Badan Penerbit Universitas Ponegoro.
Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.
Li, R., & Liang, H. (2009, February). Variable selection in semiparametric regression modeling. The Annals of Statistics, 36(1), 261-286.
LIbai, B., Bolton, R., Bugel, M. S., de Ruyter, K., Gotz, O., Risselada, H., & Stephen, A. T. (2010). Customer-to-customer interactions: Broadening the scope of word of mouth research. Journal of Service Research, 13(3), 267-282.
Lin, C., Wu, Y.-S., & Chen, J.-C. V. (2013). Electronic word of mouth: The moderating roles of product involvement and brand image. Technology Innovation and Industrial Management. Phuket, Thailand.
Lis, B., & Horst, M. (2013). Electronic word of mouth impacts: A spotlight on customer integration. Journal of Media Business, 10(4), 41-62.
Lucas, D., & Britt, S. (2003). Advertising Psychology and Research. New York: Mc Graw-Hill.
Luck, D., & Lancaster, G. (2003). E-CRM: Customer relationship marketing in the hotel industry. Managerial Auditing Journal, 213-231.
Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 99-107.
Memarzadeh, F., Blum, S. C., & Adams, C. (2015). The impact of positive and negative e-comments on business travelers' intention to purchase a hotel room. Journal of Hospitality and Tourism Technology, 258-270.
O'Reilly, K., & MArx, S. (2011). How young, technical consumers assess online WOM credibility. Qualitative Market Research: An International Journal, 14(4), 330-359.
PhoCusWright. (2010). Technology and Independent Distribution in the European Travel Industry.
Ratnasingam, P. (2012). Customer's trust indicator in the online hotel booking decision. International Journal of Business, Humanities and Technology, 2(2), 192-198.
Schiffman, L., & Kanuk, L. (2007). Consumer Behaviour. Singapore: Prentice Hall International.
Sernovitz, A. (2006). Word of Mouth Marketing. New York: Kaplan Inc.
Shahrinaz, I., Kasuma, J., Yacob, Y., Rahman, D. H., & Mahdi, A. F. (2016). Relationship and impact of e-WOM and brand image towards purchase intention of smartphone. Journal of Scientific Research and Development 3(5), 117-124.
Social media presents dilemmas and opportunities in Asian tourism boom. (2017, May 25). Retrieved from Nikkei Asian Review: http://asia.nikkei.com/Business/Trends/Social-media-presents-dilemmas-and-opportunities-in-Asian-tourism-boom?page=1
Sparks, B., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perceptions of trust. Tourism Management, 1310-1323.
Sugiyono, P. (2013). Metode Penelitian Manajemen. Bandung: Alfabeta, CV.
Swastha, B., & Handoko, T. (2000). Manajemen Pemasaran, Analisis Perilaku Konsumen. Yogyakarta: BPFE-Yogyakarta.
Tjiptono, F. (2006). Manajemen Jasa. Yogyakarta: Penerbit Andi.
Torlak, O., Ozkara, B., Tiltay, M., Cengiz, H., & Dulger, M. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cellphone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
Trusov, M., Pauwels, K., & Bucklin, R. E. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(9), 90-102.
TrustYou Study with AccorHotels Shows Effect of TripAdvisor Reviews on Bookings. (2015, September 30). Retrieved from TrustYou: The world's largest guest feedback platform: http://www.trustyou.com/press/trustyou-study-accorhotels-shows-effect-tripadvisor-reviews-bookings-2
Tulipa, D., & Muljani, N. (2015). Tthe country of origin and brand image effect on purchase intention of smartphone in Surabaya, Indonesia. Mediterranean Journal of Social Sciences, 6(5), 64-70.
Utami, V., Tanujaya, D., & Jokom, R. (2016). Analisa faktor yang penting dari dimensi electronic word of mouth (eWOM) bagi konsumen dalam memilih hotel di situs online travel agent (OTA). Jurnal Manajemen Pemasaran, 9(2), 78 - 86.
Vermeulen, I., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 123-127.
Wangenheim, F. v., & Bayon, T. (2004). The effect of word of mouth on services switching: Measurement and moderating variables. European Journal of Marketing, 38(9), 1173-1185.
Ward, J. C., & Ostrm, A. L. (2006, September). Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of Consummer Research, 33(2), 220-230.
Widiartanto, Y. H. (2016, Oktober 24). 2016, Pengguna Internet di Indonesia Capai 132 Juta. Retrieved from Kompas.com: http://tekno.kompas.com/read/2016/10/24/15064727/2016.pengguna.internet.di.indonesia.capai.132.juta.
Xie, H., Miao, L., Kuo, P.-J., & Lee, B.-Y. (2011, March). Consumers’ responses to ambivalent online hotel reviews: The role of perceived source credibility and pre-decisional disposition. International Journal of Hospitality Management, 30(1), 178-183.
Yamin, S., & Kurniawan, H. (2009). SPSS Complete: Teknik Analisa Statistik Terlengkap dengan Software SPSS. Jakarta : Salemba Infotek.
Zhao, R., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.
Zhu, L., Yin, G., & He, W. (2014). Is this opinion leader's review useful? Peripheral cues for online review helpfulness. Journal of Electronic Commerce Research, 15(4), 267.
Refbacks
- There are currently no refbacks.