The influence of online reviews toward customers' booking intentions at Cambridge Hotel Medan

Taniva, Vania (2021) The influence of online reviews toward customers' booking intentions at Cambridge Hotel Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research is conducted at Cambridge Hotel Medan. This study is testing and analyzing the influence of online review on the customers’ booking intentions. The theory used in this study relates to the theory of online review and booking intentions. In this study, the method used is quantitative research method. The types of the data used in this study are primary data and secondary data. The data collected through questionnaires distributed to customers. The number of populations in this research is unknown. Therefore, this study is using non-probability sampling method and the number of the sample in this research is 45 customers and using convenience sampling by targeting the respondents who are convenience to fill the questionnaire. The scale used to measure variables is the Likert Scale. Online Review does influence Customers’ Booking Intentions at Cambridge Hotel Medan. The Online Review can explain the determination coefficient test results obtained R square value 0,477, it means 47.7% of the dependent variable Customers’ Booking Intentions at Cambridge Hotel Medan and the remaining 52,3% is explained by other variables which was not used in this research. The conclusion in this study that there is an influence of Online review toward Customers’ Booking Intentions at Cambridge Hotel Medan./Penelitian ini dilakukan di Cambridge Hotel Medan. Penelitian ini melakukan pengujian dan analisa pengaruh ulasan online terhadap keputusan pemesanan pelanggan. Teori yang digunakan di penelitian ini berkaitan dengan teori ulasan online dan keputusan pemesanan. Di penelitian ini, metode yang digunakan yaitu metode penelitian kuantitatif. Tipe data yang digunakan di penelitian ini adalah data primer dan data sekunder. Data dikumpulkan melalui angket yang didistribusikan kepada pelanggan. Jumlah populasi dalam penelitian ini tidak diketahui. Maka dari itu, penelitian ini menggunakan metode non-probability sampling dan jumlah sample yang digunakan adalah 45 pelanggan dan menggunakan teknik Convenience Sampling yang menargetkan responden yang merasa nyaman untuk mengisi kuesioner. Skala yang digunakan untuk mengukur variable adalah skala Likert. Ulasan Online memengaruhi keputusan pemesanan pelanggan di Cambridge Hotel Medan. Hasil uji koefisien determinasi diperoleh nilai R sebesar 0,477, ini berarti 47,7% dari keputusan pemesanan pelanggan di Cambridge Hotel Medan yang dapat dijelaskan dengan ulasan online sedangkan sisanya 52,3% dijelaskan oleh variable lain yang tidak digunakan dalam penelitian ini. Kesimpulan dalam penelitian ini bahwa Ulasan Online mempengaruhi Keputusan Pemesanan Pelanggan di Cambridge Hotel Medan

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