Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchase Intention pada Akomodasi Penida Tides Cottage di Platform AIRBNB

I Gede Rudiantara (Politeknik Pariwisata Bali)
Ni Wayan Chintia Pinaria (Politeknik Pariwisata Bali)
Ni Desak Santi Diwyarthi (Politeknik Pariwisata Bali)

Tamasya
Vol. 3 No. 3 (2026): September : Tamasya : Jurnal Pariwisata Indonesia

The development of digital platforms has changed the way consumers search for information and select accommodation. In this context, Online Customer Reviews and Online Customer Ratings have become factors that may influence prospective guests' Purchase Intention. This study aims to identify and analyze the influence of Online Customer Reviews and Online Customer Ratings on Purchase Intention toward Penida Tides Cottage on the Airbnb platform. This study employed a quantitative approach using a survey method involving 100 Airbnb users as respondents. Data were analyzed using multiple linear regression with SPSS. The results show that Online Customer Reviews and Online Customer Ratings, both partially and simultaneously, have a positive and significant influence on Purchase Intention. The coefficient of determination of 0.721 indicates that both variables explain 72.1% of the variation in Purchase Intention, while the remaining 27.9% is influenced by other variables outside this study. This study is expected to provide input for the management of Penida Tides Cottage in improving its digital reputation on the Airbnb platform.