Pengaruh Online reviews terhadap Intensi Pemesanan Hotel Secara Online di Jakarta
Keywords:
pemesanan online hotel, ulasan onlone pelanggan, intensi pemesanan hotel
Abstract
Berkembangnya penggunaan internet saat ini menunjukan adanya pergeseran model bisnis yang semula offline menjadi online, consumer juga akan mengalami perubahan seperti pencarian informasi ataupun pembelian produk atau jasa, penelitian ini dilakukan untuk mengetahui dampak dari review online terhadap booking intentions di online travel agent di wilayah Jakarta, dengan faktor review online yang diteliti yaitu kegunaan online review,, keahlian pemberi review, keterbaruan review, volume, valensi (positif dan negatif), kelengkapan review, dan rating. Dalam penelitian ini ditemukan bahwa dari 7 faktor dari online review tersebut terdapat 3 faktor yang mempengaruhi intensi pemesanan hotel secara positif yaitu valensi, kelengkapan informasi dan rating.
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EMEA.
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Caleb T. Carr dan Rebecca A. Hayes (2015). “Social Media: Defining, Developing, and Divining”, Atlantic Journal
of Communication , Volume 23, 2015.
Cantallops, A.S. and Salvi, F. (2014), “New consumer behavior: a review of research on eWOM and hotels”,
International Journal of Hospitality Management, Vol. 36 No. 1, pp. 41-51. Chakraborty, U. and Bhat, S.
(2018), «Credibility of online reviews and its impact on brand image», Management Research Review, Vol.
41 No. 1, pp. 148-164.
Chen, Y. and Xie, J. (2008), “Online consumer reviews: word-of-mouth as a new element of the marketing
communication mix”, Management Science, Vol. 23 No. 2, pp. 218-240.
Cheung, C.M., Lee, M.K. and Rabjohn, N. (2008), “The impact of electronic word-of-mouth: the adoption of online
opinions in online customer communities”, Internet Research, Vol. 18 No. 3, pp. 229-247.
Chong, A., Li, B., Ngai, E., Ch’ng, E. and Lee, F. (2016), «Predicting online product sales via online reviews,
sentiments, and promotion strategies», International Journal of Operations & Production Management, Vol.
36 No. 4, pp. 358-383.
Cui, G., Lui, H.-K. and Guo, X. (2012), “The effect of online consumer reviews on new product sales”, International
Journal of Electronic Commerce, Vol. 17 No. 1, pp. 39-58.
Derks, D., Fischer, A.H. and Bos, A.E.R. (2008), “The role of emotion in computer-mediated communication: a
review”, Computers in Human Behavior, Vol. 24 No. 3, pp. 766-785
East, R., Hammond, K. and Lomax, W. (2008), “Measuring the impact of positive and negative word of mouth
on brand purchase probability”, International Journal of Research in Marketing, Vol. 25 No. 3, pp. 215-224.
Fisher, R.A. (1925). Statistical Methods for Research Workers. Oliver & Boyd. Edinburgh: ISBN 0-05-002170-2.
Fong, S., Kian, T., Fern, Y., Quan, S. (2018), “The impact of online consumer review to online hotel booking
intentions in Malaysia”, International Journal of Supply Chain Management, Vol 7 no 2, pp. 140-145.
Hair, J.F., Black, W.C. Babin, B.J., Anderson, R.E.and Tatham, R.L. (2010), Multivariate Data Analysis, Prentice
Hall, Upper Saddle River, NJ.
Ikasari, D., Wulandari, L., Yusnitasari, T. (2017), “Perhitungan kredibilitas pemberi testimoni terhadap novel
online”, Prosiding Sentrinov, Indonesia, Vol 3 - ISSN : 2477-2097.
Ito, T.A., Larsen, J.T., Smith, N.K. and Cacioppo, J.T. (1998), “Negative information weighs more heavily on the
brain: the negativity bias in evaluative categorizations”, Journal of Personality and Social Psychology, Vol.
75 No. 4, pp. 887-900.
Lee, J. and Hong, I.B. (2016), “Predicting positive user responses to social media advertising: the roles of
emotional appeal, informativeness, and creativity”, International Journal of Information Management, Vol.
36 No. 3, pp. 360-373.
Lee, M., Jeong, M. and Lee, J. (2017), ‘‘Roles of negative emotions in customers’ perceived helpfulness of
hotel reviews on a user-generated review website’’, International Journal of Contemporary Hospitality
Management, Vol. 29 No. 2, pp. 762-783.
Lee, J., Park, D. and Han, I., “The effect of negative online consumer reviews on product attitude: An information
processing view”, Electronic Commerce Research and Applications, Vol.7, No.3, pp. 341-352, 2008.
Lu, X., Ba, S., Huang, L. and Feng, Y. (2013), “Promotional marketing or word-of-mouth? Evidence from online
restaurant reviews”, Information Systems Research, Vol. 24 No. 3, pp. 596-612.
Macrae, C.N. and Bodenhausen, G.V. (2001), “Social cognition: categorical person perception”, British Journal of
Psychology, Vol.92 No. 1, pp. 239-255.
Maheswaran, D., and Meyers-Levy, J., 1990, “The influence of message framing and issue involvement”, Journal
of Marketing Research, vol 27 no 3, 361-367.
Malhotra, N. (2007), Marketing Research An Applied Orientation, fifth edition, New Jersey: Prentice Hall.
Markovic, S., and Jankovic, S. R. (2013), “Exploring The Relationship Between Service Quality and Customer
Satisfaction in Croatian Hotel Industry”, Tourism and Hospitality Management, Vol. 19, No. 2, pp. 149-164.
Mitchell, A.A. and Dacin, P.A. (1996), “The assessment of alternative measures of consumer expertise”, Journal
of Consumer Research, Vol. 23 No. 3, pp. 219-239.
Money, R.B., Gilly, M.C. and Graham, J.L. (1998), “Explorations of national culture and word-of-mouth referral
behavior in the purchase of industrial services in the United States and Japan”, The Journal of Marketing,
Vol. 60 No. 4, pp. 76-87.
Mudambi, S.M. and Schuff, D. (2010), “What Makes a Helpful Review? A Study of Customer Reviews on Amazon.
com”. MIS Quarterly, vol 34, pp 185-200.
Nielsen, https://www.nielsen.com/uk/en/press-releases/2015/consumer-trust-in-traditionaladvertisingdeclines-in-uk-while-a-recommendation-from-friends-remains-most-credible/ (23 Agustus 2019)
Risselada, H., de Vries, L. and Verstappen, M. (2018), “The impact of social influence on the perceived helpfulness
of online consumer reviews”, European Journal of Marketing, Vol. 52 No. 3/4, pp. 619-636.
Singh, D. and Torres, E. (2015), “Hotel online reviews and their impact on booking transaction value”, XVI
Annual Conference Proceedings, New Delhi, pp. 992-999.
Shan, Y. (2016), “How credible are online product reviews? the effects of self-generated and system-generated
cues on source credibility evaluation”, Computers in Human Behavior, Vol. 55, pp. 633-641.
Sotiriadis, M. (2017), ”Sharing tourism experiences in social media”, International Journal of Contemporary
Hospitality Management, Vol. 29 No. 1, pp. 179-225.
Sotiriadis, M. and van Zyl, C. (2016), ”Consumer Travel Online Reviews and Recommendations: Suggesting
Strategies to Address Challenges Faced within the Digital Context”.
Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald
Group Publishing Limited, pp. 469-486.
Spiegel, https://spiegel.medill.northwestern.edu/_pdf/Spiegel_Online%20Review_eBook_Jun2017 _FINAL.pdf
(23 Agustus 2019)
Yang et al. (2012), Mobile payment services adoption across time: An empirical study of the effects of behavioral
beliefs, social influences, and personal traits”“. Computers in Human Behavior, Vol 28, pp 129-142.
Ye, Q., Law, R. and Gu, B. (2009), “The Impact of online user reviews on hotel room sales”, International Journal
of Hospitality Management, Vol 28 No. 1, pp. 180-182.
Zhao, X., Liang, W., Xiao, G., and Rob, L. (2015), “The influence of online reviews to online hotel booking
intentions”, International Journal of Contemporary Hospitality Management, vol 27 No. 6, pp 1343-1364.
Published
2020-06-30
How to Cite
Yapsani, A., Kristianto, F., Handayati, F., & Rosalina, Y. (2020). Pengaruh Online reviews terhadap Intensi Pemesanan Hotel Secara Online di Jakarta. PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia, 3(1), 1-14. https://doi.org/10.21632/perwira.3.1.1-14
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