Pengaruh Ulasan Online pada Tripadvisor dan Harga Terhadap Keputusan Pembelian Kamar - Triloka, Luh Gita Narayana; Mahendra, I Wayan Eka; Susanti, Luh Eka (Institut Pariwisata dan Bisnis Internasional, 2024)
Penelitian ini bertujuan untuk mengetahui pengaruh ulasan online pada Tripadvisor dan harga terhadap keputusan pembelian kamar di Hotel COMO Uma Canggu. Lokasi penelitian ini di Hotel COMO Uma Canggu. Metode penelitian ini menggunakan metode pendekatan kuantitatif dengan pengolahan data primer melalui kuesioner yang diberikan kepada masyarakat Indonesia yang belum pernah menginap di Hotel COMO Uma Canggu dan berusia 21 – 50 tahun atau lebih. Populasi yang digunakan dalam penelitian ini adalah jumlah masyarakat Indonesia yang mengunjungi situs website Tripadvisor pada Bulan Januari – Maret 2023 yaitu sebanyak 4,062,660 orang. Teknik sampel yang digunakan yaitu teknik sampling purposive sampling, pemilihannya dilakukan berdasarkan kriteria tertentu. Terdapat tiga kriteria yaitu, Responden yang pernah mengakses Tripadvisor pada Bulan Januari–Maret 2023 untuk melihat ulasan dan harga Hotel COMO Uma Canggu di Tripadvisor, masyarakat yang belum pernah menginap di Hotel COMO Uma Canggu, responden berumur 21–50 Tahun atau lebih. Teknik analisis data yang digunakan dalam penelitian ini adalah Uji Asumsi Klasik, Analisis Regresi Linier Berganda, Uji Koefisien Determinasi, Uji F dan Uji t dengan bantuan program SPSS versi 25. Dari hasil penelitian dapat dilihat bahwa: (1) Ulasan online berpengaruh positif signifikan terhadap keputusan pembelian, dimana diperoleh nilai t-hitung 5,379 dan signifikansi 0,009. (2) Pelatihan berpengaruh positif signifikan terhadap kinerja karyawan, dimana diperoleh nilai t-hitung 2,590 dan signifikansi 0,012. This study aims to determine the effect of online reviews on Tripadvisor and price on the decision to purchase a room at Hotel COMO Uma Canggu. The location of this research is at the COMO Uma Hotel Canggu. This research method uses a quantitative approach with primary data processing through questionnaires given to Indonesian people who have never stayed at the COMO Uma Canggu Hotel and are aged 21–50 years or more. The population used in this study is the number of Indonesians who visited the Tripadvisor website in January – March 2023, namely 4,062,660 people. The sample technique used is purposive sampling technique, the selection is made based on certain criteria. There are three criteria, namely respondents who have accessed Tripadvisor in January–March 2023 to see reviews and prices for Hotel COMO Uma Canggu on Tripadvisor, people who have never stayed at Hotel COMO Uma Canggu, respondents aged 21–50 years or older. The data analysis technique used in this study is the Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, F Test and t Test with the help of the SPSS version 25 program. From the results of the study it can be seen that: (1) Online reviews have a significant positive effect on purchase decision, which obtained a t-count value of 5.379 and a significance of 0.009. (2) Training has a significant positive effect on employee performance, where the t-count value is 2.590 and a significance is 0.012.