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PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN MENGINAP DI HOTEL BEST WESTERN SENYAN : Survei Terhadap Tamu yang Melakukan Reservasi Online di Hotel Best Western Senayan
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh electronic word of mouth terhadap keputusan menginap. Variabel independen yang digunakan yaitu electronic word of mouth yang terdiri dari empat dimensi yaitu E-WOM quality, E-WOM quantity, source credibility. dan prior knowledge. variabel dependen yaitu keputusan menginap. Jenis penelitian menggunakan deskriptif dan verifikatif. Metode yang digunakan adalah survei dengan teknik non-probability sampling, sampel sebanyak 110 responden tamu individu yang menginap di Hotel Best Western Senayan. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi berganda. Hasil menunjukan electronic word of mouth di Hotel Best Western Senayan pada dimensi E-WOM quality mendapatkan penilaian tertinggi, dimensi dengan penilaian terendah adalah Prior Knowledge. Kemudian tanggapan mengenai keputusan menginap di Hotel Best Western Senayan berada pada kategori tinggi, dimensi dealer choice mendapatkan penilaian tertinggi dan dimensi purchase amount mendapatkan penilaian terendah. Hasil penelitian menunjukkan adanya pengaruh antara electronic word of mouth terhadap keputusan menginap. Kata Kunci : Electronic Word of Mouth, Keputusan Menginap, Hotel Best Western Senayan ABSTRACT Dewi Rahmawati 1507154, "The Influence of Electronic Word of Mouth on the Decision to Stay at Best Western Senayan Hotel (Survey of Indivdu Guests making Online Reservations at Best Western Senayan Hotel)” under the guidance of Bagja Waluya, S.Pd., M.Pd and Gitasiswhara, SE.Par. , MM. This study aims to determine how the influence of electronic word of mouth on the decision to stay overnight. The independent variable used is electronic word of mouth which consists of four dimensions, namely E-WOM quality, E-WOM quantity, source credibility. and prior knowledge. The dependent variable is the decision to stay overnight. The type of research used is descriptive and verification. The method used is a survey with a non-probability sampling technique, a sample of 110 individual guest respondents staying at the Best Western Senayan Hotel. Data analysis and hypothesis testing techniques used are multiple regression. The results show that electronic word of mouth at the Best Western Senayan Hotel on the E-WOM quality dimension received the highest rating, the dimension with the lowest rating was Prior Knowledge. Then the response regarding the decision to stay at the Best Western Senayan Hotel is in the high category, the dealer choice dimension gets the highest rating and the purchase amount dimension gets the lowest rating. The results showed an influence between electronic word of mouth on the decision to stay overnight. Keywords: Electronic Word of Mouth, Decision to Stay. Hotel Best Western Senayan
Perpustakaan UPI, Universitas Pendidikan Indonesia
PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN MENGINAP DI HOTEL BEST WESTERN SENYAN : Survei Terhadap Tamu yang Melakukan Reservasi Online di Hotel Best Western Senayan (Text)
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