Pengaruh Tripadvisor Electronic Word Of Mouth Terhadap Online Booking Decision Tamu Domestik Di Bali
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Abstract
Abstrak
Pengguna internet di Indonesia terus mengalami kenaikan seiring dengan naiknya jumlah penduduk. Konsumen kini dapat memanfaatkan teknologi internet untuk lebih mengekspresikan diri dan kemauannya terutama saat sedang berwisata. Internet telah menjadi trend bagi banyak konsumen sebelum melakukan proses pembelian. Berbagai informasi wisata kini dapat dengan mudah diakses. Tripadvisor.com merupakan salah satu platform online review wisata dimana wisatawan dapat menemukan berbagai informasi mengenai akomodasi menginap yang dipilih. Kemajuan teknologi yang pesat dalam berwisata khususnya pemilihan akomodasi mendorong trend penyampaian ulasan secara Word of Mouth bergeser menjadi Electronic Word of Mouth. Penelitian dilakukan dengan menyebarkan 100 kuesioner yang seluruhnya kembali dan terisi lengkap untuk kemudian dianalisis. Metode analisis yang digunakan adalah secara deskriptif kuantitatif, uji regresi linear sederhana, analisis koefisien determinasi, uji T-test untuk mengetahui besarnya pengaruh Electronic Word of Mouth terhadap booking decision. Pada hasil penelitian menunjukkan adanya pengaruh yang signifikan dari Electronic Word of Mouth terhadap booking decision. Hal ini ditunjukkan dari adanya persamaan yang menyatakan bahwa koefisien regresi Electronic Word of Mouth di Tripadvisor.com (X) akan meningkatkan keputusan menginap sebesar. Pada nilai R dapat dijelaskan oleh Electronic Word of Mouth sebanyak 65% dimana sebanyak 35% dijelaskan oleh variabel lain yang tidak digunakan dalam penelitian ini. Disamping itu pada hasil uji T-test yang diperoleh menunjukkan bahwa Electronic Word of Mouth berpengaruh signifikan terhadap Online Booking Decision tamu domestik di Bali. Pada penelitian ini terdapat kaitan dari faktor Electronic Word of Mouth di Tripadvisor.com pada penelitian ini yang menjadi acuan utama tamu domestik dalam memutuskan untuk menginap, yakni Hotel Overall Score (Hotel Rating).
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