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All Journal Jurnal Hospitality dan Manajemen Jasa Berkala Ilmiah Kedokteran Duta Wacana
Florence Florence
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Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Health Professions Immunology & microbiology Medicine & Pharmacology Public Health

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Journal : Jurnal Hospitality dan Manajemen Jasa

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PENGARUH ONLINE REVIEW TERHADAP PURCHASE INTENTION DI HOTEL BUDGET PADA ONLINE TRAVEL AGENT (OTA) Florence Florence; Angelica Ferlita; Agung Harianto
Jurnal Hospitality dan Manajemen Jasa Vol 7, No 2 (2019): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

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Abstract

AbstrakPenelitian ini bertujuan untuk menganalisa pengaruh online review yang terdiri atas variabel usefulness, reviewer expertise, timeliness, volume, positive valence, negative valence, dan comprehensiveness terhadap minat beli di hotel budget. Metode yang digunakan adalah metode kuantitatif kausal dengan total 202 responden. Dengan menggunakan metode analisa regresi linear berganda, hasil penelitian menunjukkan bahwa variabel usefulness, timeliness, positive valence, dan comprehensiveness memiliki pengaruh positif dan signifikan terhadap minat beli. Sedangkan reviewer expertise memiliki pengaruh yang positif dan tidak signifikan. Untuk variabel volume dan negative valence memiliki pengaruh yang negatif dan tidak signifikan terhadap minat beli.Kata Kunci: Online Review, Purchase Intention, Budget Hotel, Online Travel AgentAbstractThis research aims to analyze the impact of online reviews consisting of usefulness, reviewer expertise, timeliness, volume, positive valence, negative valence, and comprehensiveness to purchase intention at budget hotel. The method used is quantitative causal with a total of 202 respondents. By using multiple linear regression analysis method, the results show that usefulness, timeliness, positive valence, and comprehensiveness have positive effect and significance influence on purchase intention. While reviewer expertise have positive effect but not significance influence. And for volume and negative valence has negative effect and not significance influence.Keywords: Online Review, Purchase Intention, Budget Hotel, Online Travel Agent
Co-Authors Agung Harianto Angelica Ferlita Esdras Ardi Pramudita Rizaldy Taslim Pinzon