Hamida Halum, - (2022) PENGARUH ULASAN ONLINE TRIPADVISOR TERHADAP KEPUTUSAN MENGINAP (Survei terhadap generasi milenial di Kota Bandung). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini dilakukan dengan tujuan untuk menguji pengaruh ulasan online Tripadvisor terhadap keputusan menginap. Ulasan online sebagai variabel bebas pada penelitian ini memiliki beberapa sub dimensi, yaitu general persuasiveness, perception of review credibility, perceived quality, cognitive attribute, affective attribute, dan sensory attribute sedangkan keputusan menginap merupakan variable terikat. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dan kuisioner diajukan kepada 120 responden menggunakan media google form. Teknik analisis data yang digunakan adalah regresi linear berganda dengan bantuan perangkat IBM SPSS Statistic 24 dan Microsoft Excel. Hasil analisis menunjukan secara simultan variabel ulasan online memiliki pengaruh terhadap keputusan menginap sebessar 56.7%, akan tetapi secara parsial hanya terdapat 3 sub dimensi ulasan online yang memiliki pengaruh terhadap keputusan menginap yaitu perceived quality, affective attribute, dan sensory attribute. Hal ini membuktikan ulasan online memberikan pengaruh terhadap keputusan menginap. This study attempts to determine the influence of online Tripadvisor reviews on customers’ decision-making. Online reviews as the independent variable in this study consist of some sub-dimensions, i.e., general persuasiveness, perception of review credibility, perceived quality, cognitive attribute, affective attribute, and sensory attribute. A purposive sampling technique was used in this study and a set of questionnaires was administered to 120 respondents using the Google form. This study used the multiple linear regression technique by utilizing IBM SPSS Statistic 24 and Microsoft Excel. This study reveals that the online reviews variable simultaneously influenced the customers’ booking intention as much as 56.7%, but partially there were only 3 sub-dimensions of online reviews that had an influence on the customers’ intention such as perceived quality, affective attribute, and sensory attribute. These results proved that online reviews influenced customers’ booking intention.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA DOSEN Pembimbing Ahmad Hudaiby Galih Kusumah 5989818 |
| Uncontrolled Keywords: | Ulasan online, keputusan menginap, Tripadvisor, generasi milenial Online reviews, booking intention, Tripadvisor, millennials generation |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure |
| Depositing User: | Hamida Halum |
| Date Deposited: | 05 Sep 2024 01:59 |
| Last Modified: | 05 Sep 2024 01:59 |
| URI: | http://repository.upi.edu/id/eprint/122417 |
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