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Bobby Alexander Wahyudi
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Decision Sciences, Operations Research & Management Health Professions

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PENGARUH e-WOM (ELECTRONIC-WORD-OF-MOUTH) TERHADAP KEPUTUSAN PEMBELIAN DI agoda.com Ivan Sindunata; Bobby Alexander Wahyudi
Jurnal Hospitality dan Manajemen Jasa Vol 6, No 1 (2018): Jurnal of Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

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Abstract

Karya tulis ini bertujuan untuk menganalisa pengaruh e-WOM yang terdiri atas variabel intensity, valence of opinion, content terhadap keputusan pembelian di agoda.com. Metode yang digunakan adalah metode kuantitatif kausalitas dengan total jumlah 140 responden yang merupakan konsumen yang telah menggunakan agoda.com. Dengan menggunakan metode analisa regresi linear berganda, hasil penelitian menunjukkan bahwa variabel intensity dan valence of opinion berpengaruh positif namun tidak signifikan terhadap keputusan pembelian di agoda.com. Content memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian di agoda.com, Kata Kunci: Keputusan Pembelian, e-WOM, Intensity, Valence of opinion, Content, agoda.com.This paper aims to analyze the effect of e-WOM consisting of intensity, valence of opinion, content to purchase decision in agoda.com. The method used is a quantitative causal method with a total of 140 consumers who have used agoda.com. By using a multiple linear regression analysis, the results show that intensity and valence of opinion have positive but not significant influences on purchase decision in agoda.com. Meanwhile content has a positive and significant influence on purchasing decisions in agoda.com Keywords:  Purchase Decision, e-WOM, Intensity, Valence of opinion, Content, agoda.com.
Co-Authors Ivan Sindunata