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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Wandira, Ni Komang Ayu
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Economics, Econometrics & Finance

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Online Reviews, Trust, and Booking Intention: Airbnb Villas in Seminyak Wandira, Ni Komang Ayu; Utama, I Putu; Witarsana, I Gusti Agung Gede
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8171

Abstract

This study investigates the mediating role of trust in the relationship between online reviews and booking intention for Airbnb villas in Seminyak, Bali. A quantitative descriptive approach was applied using questionnaires distributed to 140 Airbnb users who had previously booked villas in the area. Data were analyzed through Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) technique in SmartPLS 4 to test direct and indirect relationships. The results indicate that online reviews significantly influence user trust but do not directly affect booking intention, while trust alone also shows no significant effect on booking intention. However, when tested as a mediating variable, trust successfully connects online reviews to booking intention. This implies that online reviews can enhance booking intention only by first strengthening user trust. Practically, the findings emphasize the importance for Airbnb managers and accommodation providers to ensure credible and transparent reviews as a strategy to build trust and encourage confident booking decisions.
Co-Authors Utama, I Putu Witarsana, I Gusti Agung Gede