PENGARUH ONLINE REVIEW TERHADAP KEPUTUSAN MENGINAP DI JEJARING HOTEL LOKAL TERBESAR DI INDONESIA SANTIKA GRUP
DOI:
https://doi.org/10.55882/bhj.v4i1.62Keywords:
Online review, Online Booking, Stay decisionAbstract
The high internet usage in the country of Indonesia has made very significant changes in many ways, one of the very big changes in the habits of the Indonesian people who initially used booking activities more directly but now turn to using online ordering methods. This can benefit customers by making choices at online hotels on the internet. By developing it further, changing the pattern of hotel bookings today makes guests more careful in making reservations, guests can check the ratings of the hotel they will visit by just looking at the comments listed on the online review comments page of the online travel agent. The comments listed are made by previous guests who have enjoyed staying at this hotel so it is not uncommon that the comments listed determine the outcome of the stay decision. The study was conducted to analyze the interaction of its review dimensions, namely: the usefulness of online reviews, expertise reviews, timeliness of online reviews, online review volumes, online review valence (positive and negative), and completeness of online reviews on the decision to stay at the local Santika hotel Groups . The research method used is to discuss hypotheses developed based on related theories. Data were analyzed using multiple regression analysis. The results of this study found: The positive benefits of each dimension of useful online reviews, the expertise of reviewers, the timeliness of online reviews, positive online reviews, and the completeness of online reviews for stay results. There is a negative effect of online reviews on stay decisions, but there is no effect of online review volume on stay decisions.
Keywords: Online review, Online Booking, Stay decision
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