PENGARUH ULASAN ONLINE TERHADAP MINAT PEMESANAN HOTEL PADA PENGGUNA TRAVELOKA

Johan Cornelius Santoso(1*),


(1) 
(*) Corresponding Author

Abstract


Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh dari ulasan online terhadap minat pemesanan hotel melalui Traveloka. Pada penelitian ini menggunakan 5 variabel, usefulness, timeliness, volume, valence, dan comprehensiveness. Jenis penelitian yang dilakukan adalah kuantitatif kausal dengan metode analisa regresi linier berganda dengan program SPSS. Penelitian ini menggunakan 120 sampel dan hasil penelitian ini menunjukkan variabel usefulness dan comprehensiveness memiliki pengaruh positif dan signifikan terhadap minat pemesanan hotel. Sedangkan variabel timeliness, volume, dan valence memiliki pengaruh positif tetapi tidak signifikan terhadap minat pemesanan hotel.

 

Kata Kunci: Electronic Word-of-Mouth, Online Reviews, Booking Intentions, Traveloka

 

Abstract: This study was conducted to determine the effect of online reviews on hotel booking intentions through Traveloka. In this study using 5 variables, usefulness, timeliness, volume, valence, and comprehensiveness. This type of research is causal quantitative with multiple linear regression analysis methods with the SPSS program. This study uses 120 samples and the results of this study indicate the variables of usefulness and comprehensiveness have a positive and significant influence on hotel booking intentions. While timeliness, volume, and valence variables have a positive but not significant effect on hotel booking intentions.

 

Keywords: Electronic Word-of-Mouth, Online Reviews, Booking Intentions, Traveloka


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