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All Journal International Journal of Applied Sciences in Tourism and Events Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan JSHP (Jurnal Sosial Humaniora dan Pendidikan) Jurnal Pariwisata Terapan Al-Kharaj: Journal of Islamic Economic and Business Jurnal Bisnis Hospitaliti Jurnal Pengabdian Kepada Masyarakat MAKARDHI West Science Interdisciplinary Studies West Science Interdisciplinary Studies Social, Ecology, Economy for Sustainable development goals Journal Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Barista : Jurnal Kajian Bahasa dan Pariwisata Jurnal Penelitian Pendidikan Indonesia Journal of Hotel Management
I Gusti Agung Gede Witarsana
Politeknik Pariwisata Bali
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Online Costumer Review and Influencer Marketing Impact toward Purchase Decision at Cicada Resort Bali Ubud, Autograph Collection I Wayan Dena Aril Varilino; I Gusti Agung Gede Witarsana; Cahyo Purnomo Loanata; Ni Desak Made Santi Diwyarthi
West Science Interdisciplinary Studies Vol. 4 No. 07 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i07.2959

Abstract

Improving purchase decisions in the hospitality sector is very important, so it is necessary to know the factors that affect it, several factors that can affect purchase decisions in this digital era include online customer reviews and influencer marketing, therefore this study aims to find out the influence of online customer reviews and influencer marketing for purchase decisions at the Cicada Resort Bali Ubud hotel, Autograph Collection, which is located in Gianyar Regency, Bali. This study uses a quantitative approach involving 90 respondents with an age range of >21 years - 50 years who come from Indonesia and outside Indonesia and are guests who have stayed at Cicada Resort Bali Ubud, Autograph Collection which was selected using purposive sampling techniques and analyzed by multiple linear regression data analysis techniques processed using the SPSS application version 27. From this study, it was found that online customer reviews and influencer marketing have a positive and significant influence on purchase decisions at Cicada Resort Bali Ubud, Autograph Collection with online customer reviews and influencer marketing contributed 65.6% simultaneously to purchase decisions, and partially Online customer reviews have a contribution of 50.44% and influencer marketing of 15.16%, which confirms the importance of online customer reviews and influencer marketing in improving purchase decisions at Cicada Resort Bali Ubud, Autograph Collection.
Co-Authors Ananta Budhi Ananta Budhi Danurdara Cahyo Purnomo Loanata Desak Gede Chandra Widayanthi Dewa Gede Putra Hanny Hafiar I Dewa Putu Hendri Pramana I Gusti Ayu Putu Wita Indrayani I Gusti Gede Anggareksa Putra Mulyawan I Gusti Gede Anggareksa Putra Mulyawan I Gusti Ngurah Agung Suprastayasa I Gusti Putu Ngurah Budiasa I Kadek Arisanjaya I Made Dhani Pramana Pinatih I Putu Utama I Putu Very Ferrari I Wayan Dena Aril Varilino I Wayan Restu Darmawan Ida Ayu Putu Nandana Krisyanti Jata, I Wayan Kartini, Luh Putu Luh Putu Diah Ayu Savitri Made Bintang Nadiva Prameswari Ni Desak Made Santi Diwyarthi Ni Komang Ayu Wandira Ni Made Suastini Ni Made Suastini Ni Nyoman Sukerti Ni Putu Diah Prabawati Ni Putu Diah Prabawati Permata Brata, Ni Made Emmy Pasya Putu Gede Eka Darmaputra Putu Puja, Ida Bagus Sasmita, M. Tanggap Sri Sadjuni, Ni Luh Gede Sulistyawati, Ni Luh Ketut Sri Vania Dwiokta Prameswari Wayan Aniek Juniarista Wayan Suyasa Ariantha