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Journal : Binus Business Review

Role of Brand Image and Price Importance as Moderator on Online Customer Review and Hotel Booking Intention Rania Salsabila; Citra Kusuma Dewi; Putu Nina Madiawati
Binus Business Review Vol. 16 No. 1 (2025): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v16i1.11873

Abstract

The increasing ease of Internet access has led to the widespread use of Online Travel Agents (OTAs), especially in the tourism industry. OTAs simplify hotel booking and increase consumer interest. A key factor influencing hotel booking intention is Online Customer Reviews (OCRs), which can be positive or negative and provide essential information to potential buyers. Despite the critical role of OCRs, limited research has been conducted on how brand image and price importance moderate the effect of reviews on hotel booking intentions, particularly in Indonesia. The research aimed to examine the impact of OCRs on hotel booking intention, with a focus on brand image and price importance as moderating factors on Indonesia’s largest OTA platform, Traveloka. Data were collected from 500 valid respondents and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to assess the influence of reviews, brand image, and price importance on booking intentions. The results demonstrate that positive OCRs significantly enhance booking intentions. Additionally, brand image and price importance play a crucial moderating role in strengthening the influence of reviews on consumer decisions. These findings highlight hotel managers’ importance in maintaining a positive online presence and leveraging their brand image and pricing strategies to maximize booking intentions. The research contributes to the theoretical understanding of OTA-mediated consumer behavior and offers practical insights for optimizing digital marketing strategies within the Indonesian tourism sector.
Co-Authors Ade Multi Davista Sari Afriyani, Dessy Ahmad Ahid Mudayana Alrizki, Gilang Anisatul Farida Anita Silvianita Ardiansyah, Gifari Ardito Faiz Nur Firman Arif Surahman Arry Widodo Asha Amalia Atika Ansary Chairunnisa Mursalin Ayu, Dinda Bongso, Reky Wiryanto br Sinuraya, Despri Lolita Cahyani, Made Gita Dwi Carandy, Jeany Aurieal Liberty Darmadji, Reza Dea Asri Pujiasti Despri Lolita br Sinuraya Devi Fadlika Wulan Rahmadani Dewi, Nova Sari Dilansari, Vina Annisa Dinna Fatmy Pratiwi Dwi Hartanti Fadhila, Denissa Zalfa Fahira, Meylanda Mauludi fandy, Akhmad Faizal Al Farhan Azmi Febiyana, Christi Febrianto, Dendy Muhamad Galuh, Hendra Ghafari, Reihan Setyo Gilang Alrizki Gusfi, Dhiya Athaya Herdiansyah Gustira Pramudia Suryono Ilhamsyah, Muhammad Rafly Imanuddin Hasbi Indah Kurnia Isnaassaro, Maulinadia Nur Jabir, Muh. Agung Kaban, Abdullah Rahman Karina Indah Rohmatun Kurniatul Juhri Kusuma, Oksa Wijaya Lesmana, Cep Sunandar Lestari, Ririn Ari Dwi Lestariningsih, Nuri Lia Octaria Pasaribu Lianto, Fazrian Mahir Pradana Maola, Innayatul Marheni Eka Saputri Mochamad Arief Rahman Ramadhian Muh. Agung Jabir Nasywa Aribah Neni Nadiroti Muslihah Neshya Putri Firnandi Nur Aminah Nurhasna, Febryan Nurhayati, Elis Nurul Azifah Osa Omar Sharif Pambudi, Zidan Basyarahil Rais Paramadwipa, Christano Damar Patricy, Aklin Nindya Prabowo, Afriyan Randhi Pramesti, Tiara Pujiasti, Dea Asri Putra, Afwin Purnama Putu Nina Madiawati R. Nurafni Rubiyanti Rahma Sri Handayani Raihan Muslim Fajri Said Rania Salsabila Rasyid, Rafika Isya Ratna Komala Retno Widyaningrum, Retno Rizky, Nabila Saajida, Alya Sadewa, Devanka Elang Saputera, Aditya Bayu Sari, Putri Amanda Septi Agus Pratiwi Shafa, Dhiya Silvia Tri Yuniar Sudiatna, Dwina Patricia Sugiono, Ovio Destiana Sunaryo, Dede Viera Andini Putri Wattimena, Michelle Evroline Wibowo, Lutfi Santiko Yassin, Roandika Pratama Yosa Fiandra