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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Visioner & Strategis International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia
Hamdiah Hamdiah
Dosen Fakultas Ekonomi Dan Bisnis Universitas Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Social Sciences Other

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THE IMPACT OF ELECTRONIC WORDOF MOUTH (e-WOM) ON HOTEL ROOM PURCHASE DECISIONS AT TRAVELOKA AT HOTEL PARKSIDE PETROGAYO HOTEL TAKENGON Rizkan; Heriyana; T.Edyansyah; Hamdiah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 10 (2025): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1327

Abstract

This study examines the influence of Electronic Word of Mouth (e-WOM) on hotel room purchase decisions on Traveloka, especially at the Parkside Petro Gayo Takengon Hotel. The phenomenon of increasing internet and e-commerce users has changed consumer behavior, making online reviews and recommendations a crucial factor in hotel purchase decisions. The purpose of this study is to identify and analyze the positive and significant influence of e-WOM on hotel room purchase decisions on Traveloka at the Parkside Petro Gayo Takengon Hotel. Identifying e-WOM factors that influence purchase decisions, namely Intensity, Valence of Opinion, and Content. This study uses a quantitative approach by distributing questionnaires to 100 respondents, namely tourists who booked hotel rooms at Parkside Petro Gayo Takengon through Traveloka. Data were analyzed using validity tests, reliability tests, classical assumptions (normality, multicollinearity, heteroscedasticity), and multiple linear regression analysis. The results of the hypothesis test show that Intensity, Valence of Opinion, and Content positively and significantly influence hotel room purchase decisions on Traveloka at the Parkside Petro Gayo Takengon Hotel. The higher the intensity of information, the more positive the valence of opinion, and the better the information content, the more it increases consumer purchasing decisions.
Co-Authors Adnan Adnan Aiyub Aiyub Annisa Ramazana Dara Shifa Fikri Gazali Lubis Heriyana Heriyana Ikramuddin, Ikramuddin Irada Sinta Jullimursyida Jumadiah Keysha Alia Salsabila Pasaribu Khairina AR Khairina AR Likdanawati M Subhan Manhasa Hira Nur'Asyi AL Utary Muhammad Roni Muhammad Roni Muttaqien Nadia Nandayani Nisa Humaira Reza Juanda Rico Nur Ilham Risna Dewi Rizkan Rusydi Rusydi Abubakar Rusydi Rusydi Saiful Harif Sofatun Nisa Sutriani Syamsul Bahri T. Edyansyah, T. Edyansyah Wahyu Syahputra