PENGARUH ULASAN ONLINE PADA ONLINE TRAVEL AGENCY (OTA) TERHADAP MINAT PEMESANAN KAMAR HOTEL DI SURABAYA
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https://doi.org/10.9744/jmp.6.1.1-8
Keywords:
Ulasan online, online travel agency, minat pemesanan kamar hotelAbstract
Penelitian ini bertujuan untuk melihat pengaruh ulasan online yang terdapat pada OTA melalui lima aspek yaitu reviewer expertise, timeliness of online review, volume of online review, valence of online review, dan comprehensiveness of online review terhadap minat pemesanan kamar hotel di kota Surabaya. Teknik pengumpulan data menggunakan kuesioner dan dinilai menggunakan 5 poin skala likert. Teknik analisa yang digunakan adalah regresi linear berganda, uji t, dan uji F dengan jumlah sampel sebanyak 303 responden. Hasil penelitian ini adalah seluruh aspek dari ulasan online memiliki pengaruh yang positif dan signifikan terhadap minat pemesanan kamar hotel. Aspek yang paling mempengaruhi minat pemesanan kamar hotel adalah timeliness of online reviewReferences
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