PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN MENGINAP DI HOTEL BUDGET KOTA BANDUNG

Intan Permatasari, - (2023) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN MENGINAP DI HOTEL BUDGET KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Tujuan dilakukannya penelitian ini ialah untuk menganalisis pengaruh electronic word of mouth (e-WOM) terhadap keputusan menginap di hotel budget Kota Bandung. Objek yag diambil dalam penelitian ini ialah hotel budget yang ada di Kota Bandung, karena jumlah hotel budget di Kota Bandung yang meningkat dalam beberapa tahun terakhir, menyebabkan persaingan antar hotel budget semakin meningkat, agen perjalanan online juga menjadi sarana untuk menyederhanakan reservasi hotel, hal ini yang melatarbelakangi penulis untuk melakukan penelitian ini. Penelitian ini menggunakan metode survei dengan jumlah total 150 responden yang pernah menginap di hotel budget Kota Bandung melalui online travel agent. Metode yang digunakan dalam penelitian ini ialah metode kuantitatif dengan menggunakan teknik analisis linier berganda. Data yang dibutuhkan oleh penulis diperoleh melalui penyebaran kuesioner dan diolah menggunakan software SPSS versi 25. Berdasarkan hasil penelitian, electronic word of mouth (e-WOM) menunjukan adanya pengaruh yang signifikan terhadap keputusan tamu dalam memilih hotel budget di Kota Bandung, dengan nilai R square 0.676 (67,6%), kemudian sisa 47.5% dipengaruhi oleh variabel lain yang tidak terdapat pada penelitian ini. The aim of this research is to analyze the influence of electronic word of mouth (e-WOM) on the decision to stay at a budget hotel in Bandung City. The object taken in this research is budget hotels in Bandung City, because the number of budget hotels in Bandung City has increased in recent years, causing competition between budget hotels to increase, online travel agents have also become a means to request for hotel reservations, this is the background for the author to conduct this research. This research used a survey method with a total of 150 respondents who had stayed at budget hotels in Bandung City through online travel agents. The method used in this research is a quantitative method using multiple linear analysis techniques. The data required by the author was obtained through distributing questionnaires and processed using SPSS version 25 software. Based on the research results, Electronic Word of Mouth shows that there is a significant influence on guests' decisions in choosing a budget hotel in the city of Bandung, with an R square value of 0.676 (67.6 %), then the remaining 47.5% is influenced by other variables not included in this study.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing : Sri Marhanah 5993537 Reiza Miftah Wirakusuma 5989830
Uncontrolled Keywords:	Online Travel Agent, Electronic Word of Mouth, Keputusan Pembelian, Hotel Budget Online Travel Agent, Electronic Word of Mouth, Purchase Decision, Budget Hotels
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Intan Permatasari
Date Deposited:	29 Feb 2024 08:38
Last Modified:	29 Feb 2024 08:38
URI:	http://repository.upi.edu/id/eprint/115791

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