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All Journal Binus Business Review Journal of International Conference Proceedings
Rania Salsabila
Telkom University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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The Effect of Online Reviews, Rating and Price on Online Hotel Booking Intention in Indonesia: The Moderating Role of Brand Image Rania Salsabila; Nurafni Rubiyanti
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2398

Abstract

The growth of the internet in the current era shows a change from increasingly advanced technology to online media. Because there are so many good things about the internet, interaction marketing through internet media is growing very fast. Therefore, consumers are increasingly booking hotel rooms through online websites or online platforms. Many hotel bookers prefer and consider online hotel bookings through rating reviews and prices listed on the online application. Because of this, online reviews that have been generated by customers providing reviews about rooms and services, and thus their commentary information about hotel services in terms of quality, price, and level of service, are significantly more convincing to potential customers than advertisements for hotels. This research wants to know how online reviews, ratings, prices influence people's decision to book a hotel or not. We also look at how a hotel's brand image can strengthen the influence of people's decisions to book hotels. This research emphasizes the need for hotel managers to handle online customer reviews, ratings and prices, especially negative reviews, to take advantage of promotional opportunities. Considering that the hotel industry has become one of the industries that supports Indonesia to boost the country's economy and is one of the important industries in Indonesia, this study is expected to contribute and be able to encourage and drive other economic sectors.
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 Citra Kusuma Dewi Putu Nina Madiawati R. Nurafni Rubiyanti