Krisma Nursyafitri, - (2023) ANALISIS KONTEN ELECTRONIC WORD OF MOUTH TAMU HOTEL BINTANG 5 KOTA BANDUNG: Studi analisis konten terhadap ulasan tamu hotel Padma, GH Universal dan Pullman Bandung Grand Central. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
E-wom menjadi salah satu strategi pemasaran yang cukup penting bagi hotel terutama melalui Tripadvisor. Penelitian ini bertujuan untuk mengetahui keluhan-keluhan yang dibicarakan berdasarkan indikator e-wom dan intentsitas ulasan positif dan negative di hotel Padma, GH Universal dan Pullman Bandung Grand Central. Metode yang digunakan pada penelitian ini yaitu analisis isi kualitatif dengan sumber data yaitu ulasan-ulasan pada tiga hotel tersebut di Tripadvisor melalui pengkodingan manual. Untuk menguji keabsahan data, penulis menggunakan trianguasi sumber data. Hasil penelitian menunjukkan keluhan yang paling banyak dibicarakan berdasarkan indikator e-wom ialah service quality. Total intensitas ulasan positif dari ketiga hotel tersebut yaitu 1.796 dan Padma hotel mendapatkan ulasan positif terbanyak yaitu sejumlah 776 ulasan. Sedangkan untuk total ulasan negatif dari ketiga hotel tersebut yaitu sejumlah 18 ulasan. Pada akhirnya penelitian ini mengungkapkan bahwa pentingnya service recovery bagi hotel untuk dapat mengatasi e-wom negatif yang dilakukan oleh wisatawan yang memberikan ulasan di Tripadvisor. E-WOM has become one of the most important marketing strategies for hotels, especially through Tripadvisor. This study aims to find out the complaints discussed based on e-wom indicators and the intensity of positive and negative reviews at the Padma, GH Universal and Pullman Bandung Grand Central hotels. The method used in this study is qualitative content analysis with data sources, namely reviews on the three hotels on Tripadvisor through manual coding. To test the validity of the data, the authors use data source triangulation. The results of the study show that the most widely discussed complaint based on the e-wom indicator is service quality. The total intensity of positive reviews from the three hotels is 1,796 and Padma hotel gets the most positive reviews, namely 776 reviews. As for the total negative reviews of the three hotels, there are 18 reviews. In the end, this research reveals that the importance of service recovery for hotels is to be able to deal with negative e-wom by tourists who leave reviews on Tripadvisor.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=search_authors&mauthors=&hl=en&oi=drw ID SINTA Dosen Pembimbing Yeni Yuniawati : 6146618 Endah Fitriyani : 6681704 |
| Uncontrolled Keywords: | E-wom, Analisis Isi Kualitatif, Industri Perhotelan |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Krisma Nursyafitri |
| Date Deposited: | 15 Jun 2023 08:19 |
| Last Modified: | 15 Jun 2023 08:19 |
| URI: | http://repository.upi.edu/id/eprint/91108 |
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