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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis International Journal for Educational and Vocational Studies Jurnal Sosial dan Teknologi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Empowerment: Jurnal Pengabdian Masyarakat Visioner & Strategis International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) Innovative: Journal Of Social Science Research PPSDP International Journal of Education Jurnal Intelek Insan Cendikia Jurnal Solusi Masyarakat Dikara
T. Edyansyah, T. Edyansyah
Faculty Of Economics And Business, Universitas Malikussaleh, Aceh Utara,
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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. 5 No. 1 (2025): DECEMBER - ON PROGRESS
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 Adnan Agustinawati Ajra Ahdima Amru Usman Anggita Prinanda Anhar Mubarak Asbar, Yuli Azhar Azhar Bahri, Halida Chalirafi Chalirafi, Chalirafi Cut Evi Oktaviani Cut Intan Julia Dara Desi Ariani Rahayu EM Yusuf Iis Erni Fhonna Erni Zahara Fathul Rezki Iradha Fina Wahyuni Fitri Faryani Manik Guntur Eko Saputro Hamdiah Harahap, Sakinah Tul Marhamah Hayatun Nufus Heriyana Heriyana Heriyana Ikramuddin, Ikramuddin Irada Sinta Irvan Saputra juliana, santi JuliMursyida Juni Ahyar Juni Ahyar Juni ahyar Juni Ahyar Juni Ahyar Khaira Zikrani Malrizwa Khairil Anwar Khairina Khairina AR Khairun Nisa Leli Anita Lizan, Saiful M. Subhan M.Subhan Mahfuza Maqfiratun Misla Mariyudi Mariyudi, Mariyudi Mariyudi Mohd Heikal Mohd. Heikal Muammar Khaddafi MUCHSIN Muhammad Furqan Muhammad Multazam Muhammad Nasrol Muhammad Roni Muhammad Whasil Mufti Ulwan Munandar Mursalin, M Mutia Rahmi Muttaqien Naufal Bachri, Naufal Nazifa Hafiza Nazila Firza Nengsih, Suriya Nurainun Nurazizah Nurlita Ahwalia PUTRI DINDA PERTIWI Qurrata A'yun Rahmaniar Rahmaniar Rahmaniar Rico Nur Ilham Rina Dara Rizka Astuti Rizkan Rohantizani, R Rusydi Rusydi Abubakar Rusydi Rusydi Sakinah Tul Marhamah Harahap Saleha Samsul Bahri Sapna Biby Siti Maimunah Suhendri, Suhendri Suhendri Sullaida, Sullaida Suwito Suwito Syamsul Bahri Tarmizi Abbas Tasya Ema Dwiyana Teuku Zulkarnaen Ulan Tari Uli Artha Manullang Ulia Fitri Vena Mauliza Wahyuddin Wahyuddin Widyana Verawaty Siregar WINDA Yenni Nova Febrian Yuliana Wardana