ONLINE REVIEW PADA PLATFORM TRIPADVISOR DI FOX HARRIS HOTEL CITY CENTER BANDUNG

Cindy, Rakhmadayanti Utami (2020) ONLINE REVIEW PADA PLATFORM TRIPADVISOR DI FOX HARRIS HOTEL CITY CENTER BANDUNG. D4 thesis, Poltekpar NHI Bandung.

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Abstract

This research was made to find out about the phenomena that occur at Fox Harris Hotel City Center Bandung, as well as to what extent the online review implementation that exists on the TripAdvisor Platform on this hotel. Realizing at this time that the marketing world has experienced a lot of developments from marketing that is still being done conventionally to be based online. And online review is one of the many important marketing strategies undertaken for a company or party who wants to get increased sales for its products and services. TripAdvisor is one of the most popular online review website patforms used in Indonesia. With an online review on TripAdvisor consumers can find out information about Fox Harris Hotel City Center Bandung based on reviews written by guests who have stayed at this hotel. Therefore the author wants to examine how the role of online reviews on TripAdvisor on Fox Harris Hotel City Center Bandung. With this study the authors used quantitative research with descriptive analysis using 5 dimensions regarding online consumer review from Zhao et al. The 5 dimensions are usefulness of online review, timeliness of online review, volume of online review, valence of online review, and the last is comprehensiveness of online review. This quantitative research was carried out by distributing questionnaires to respondents of 100 respondents with 15 questionnaire statements submitted then tested with validity and reliability tests and discussed using descriptive analysis of the results of respondents' questionnaires. The purpose of this study is to determine the role of each of the online customer review dimensions that exist on the TripAdvisor platform at Fox Harris Hotel City Center Bandung. The results of descriptive analysis of this study illustrate that of the five dimensions tested, the dimension of usefulness of online review gets the best rating, then the comprehensiveness of online review is also considered to be good enough. and the rest, namely the dimension of timeliness, volume, and valence of online review are considered to be still not good and need an improvement. Keywords: Online Customer Review, Usefulness, Timeliness, Volume, Valence,Comprehensiveness of online review.

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