Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Ahmad Farhan Pramana
Politeknik Negeri Malang
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Price Discount dan Online Customer Review Terhadap Purchase Intention di Penginapan Murah Malang Ahmad Farhan Pramana; Mohammad Maskan; Rizky Kurniawan Murtiyanto
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pbdrqz74

Abstract

The advancement of digital technology has encouraged the followers of the Instagram account @penginapanmurahmalang to become more critical in determining their purchase intention toward lodging services. However, the implementation of price discount and the management of online customer review on the account have not been followed by optimal results, making this phenomenon worth studying further. This study aims to examine the effect of price discount and online customer review, both partially and simultaneously, on purchase intention at Penginapan Murah Malang. A quantitative approach was employed, with a population comprising all 137,000 followers of the @penginapanmurahmalang Instagram account, and a sample of 100 respondents determined using the Slovin formula and selected through purposive sampling. Data were analyzed using multiple linear regression with the help of IBM SPSS, accompanied by validity, reliability, classical assumption, t-test, and F-test. The results showed that price discount and online customer review have a positive and significant effect on purchase intention, both partially and simultaneously, with a contribution (Adjusted R Square) of 0.678. Online customer review was found to have a more dominant influence than price discount. This study recommends strengthening the sense of urgency in price discount programs and improving the credibility and honesty of customer reviews to optimize purchase intention.
Co-Authors Mohammad Maskan Rizky Kurniawan Murtiyanto