ANALISA ELECTRONIC WORD OF MOUTH (EWOM) PADA ONLINE TRAVEL AGENT (OTA) TERHADAP KEPUTUSAN MENGINAP DI HOTEL

Laura Adeline Poedjiono, Shintia Hianita, Fransisca Andreani

Abstract


Abstrak

 

Karya tulis ini bertujuan menganalisa pengaruh eWOM pada OTA terhadap keputusan menginap di hotel yang terdiri atas variabel kuantitas review, kualitas review, konsistensi review, kebaruan review, valence review dan filter review terhadap keputusan menginap di OTA. Metode yang digunakan adalah metode kuantitatif eksplanatif atau kausal dengan total jumlah 110 responden yang merupakan konsumen yang telah menggunakan OTA. Dengan menggunakan metode analisa regresi linear berganda, hasil penelitian menunjukkan bahwa variabel kuantitas review, kebaruan review dan filter review berpengaruh positif namun tidak signifikan terhadap keputusan menginap di hotel. Kualitas review dan valence review berpengaruh positif signifikan. Sedangkan, konsistensi review berpengaruh negatif tidak signifikan terhadap keputusan menginap di hotel.

 

Kata Kunci: eWOM, Dimensi eWOM, Keputusan Menginap

 

Abstract

 

This study aims to analyze the effects of eWOM of OTA towards the purchasing decision in a hotel based on the variables of review quantity, review quality, review consistency, review recency, review valence and review filter. The method used is an explanatory quantitative research with a total of 110 respondents. Using a multiple linear regression, this results show review quantity, review recency and review filter have positive and insignificant impacts on purchase decision. Review quality and review valence impact positively and significantly. Whereas, review consistency shows a negative and insignificant impact on purchase decision.

 

Keywords: eWOM, Dimensions of eWOM, Purchasing Decision


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References


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