PENGARUH ULASAN DARING (ONLINE REVIEWS) TERHADAP NIAT PEMESANAN HOTEL DI LEISURE INN ARION HOTEL JAKARTA

MERRYANTI ANGGRAINI, . (2023) PENGARUH ULASAN DARING (ONLINE REVIEWS) TERHADAP NIAT PEMESANAN HOTEL DI LEISURE INN ARION HOTEL JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui adanya pengaruh ulasan daring (online reviews) terhadap niat pemesanan hotel secara daring. Penelitian ini melibatkan 100 responden tamu dari Leisure Inn Arion Hotel Jakarta. Pengambilan data pada penelitian ini menggunakan kuesioner yang disebarkan secara online. Pengumpulan data penelitian dimulai pada bulan September 2022 sampai dengan bulan November 2022. Data yang telah dikumpulkan diolah dan dianalisis dengan menggunakan statistika deskriptif dan statistika inferensial, yaitu uji regresi linear sederhana. Hasil penelitian menunjukkan bahwa ulasan daring (online reviews) berpengaruh positif terhadap niat pemesanan hotel secara daring. Hasil ini menunjukkan bahwa semakin tinggi ulasan daring (online reviews) maka semakin tinggi pula niat pemesanan hotel secara daring. Dengan demikian, banyaknya manfaat atas keberadaan ulasan daring (online reviews) dapat meningkatkan niat pemesanan hotel pada konsumen. Praktisi perhotelan dapat memanfaatkan fitur konten pada ulasan daring (online reviews), untuk meningkatkan niat pemesanan hotel pada konsumen. **** This study aims to determine the effect of online reviews to online hotel booking intentions. This study involved 100 guests form Leisure Inn Arion Hotel Jakarta to be respondents for this study. Data collection in this study used a questionnaire distributed online. Data collection in this study began in September 2022 until November 2022. The collected data were processed and analyzed using descriptive statistics and inferential statistics, namely simple linear regression tests. The results showed that online reviews had a positive effect to online hotel booking intentions. These results indicated that the higher online reviews, the higher the online hotel booking intentions in Leisure Inn Arion Hotel Jakarta. Thus, the many benefits of online reviews can increase hotel booking intentions to customers. Hospitality practitioners can take advantage of content features in online reviews, to increase hotel booking intentions to customers. This study aims to determine the effect of online reviews to online hotel booking intentions. This study involved 100 guests form Leisure Inn Arion Hotel Jakarta to be respondents for this study. Data collection in this study used a questionnaire distributed online. Data collection in this study began in September 2022 until November 2022. The collected data were processed and analyzed using descriptive statistics and inferential statistics, namely simple linear regression tests. The results showed that online reviews had a positive effect to online hotel booking intentions. These results indicated that the higher online reviews, the higher the online hotel booking intentions in Leisure Inn Arion Hotel Jakarta. Thus, the many benefits of online reviews can increase hotel booking intentions to customers. Hospitality practitioners can take advantage of content features in online reviews, to increase hotel booking intentions to customers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Shinta Doriza, M.Pd., M.S.E ; 2). Dr. Hamiyati, M.Si
Subjects:	Ilmu Sosial > Kesejahteraan Keluarga Manajemen > Manajemen Pemasaran
Divisions:	FT > S1 Pendidikan Kesejahteraan Keluarga
Depositing User:	Users 17113 not found.
Date Deposited:	01 Mar 2023 06:09
Last Modified:	01 Mar 2023 06:09
URI:	http://repository.unj.ac.id/id/eprint/37500

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