PENGARUH TRIP ADVISOR ELECTRONIC WORD OF MOUTH TERHADAP ONLINE BOOKING DECISION TAMU DOMESTIK DI BALI

Dr. Ananta, Budhi Danurdara, BA., M.Sc., CPM (Asia). (2022) PENGARUH TRIP ADVISOR ELECTRONIC WORD OF MOUTH TERHADAP ONLINE BOOKING DECISION TAMU DOMESTIK DI BALI. Jurnal Kepariwisataan, 6 (2). pp. 203-218. ISSN 2477-3808

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Abstract

The number of internet users in Indonesia continues to increase in line with the increase of the population. Consumers are now able to take advantage of internet technology to express themselves and their desires better, especially when traveling. The internet has become a trend for many consumers prior to the buying process. Various tourist information now can be easily accessed. Tripadvisor.com is one of the online travel review platforms where tourists could find various information about their chosen accommodation. Rapid technological advances in traveling, especially in the choice of accommodation, have pushed the trend of submitting reviews by Word of Mouth to shift to Electronic Word of Mouth. This research was conducted by distributing 100 questionnaires, all of it were returned and completely filled in for analysis. The analytical method used is descriptive quantitative, simple linear regression test, analysis of the coefficient of determination, T-test to determine the magnitude of the effect of the Electronic Word of Mouth on booking decisions. The results showed that the Electronic Word of Mouth had a significant influence on booking decisions. This is shown by the equation which states that the Electronic Word of Mouth regression coefficient on Tripadvisor.com (X) is 0.535 where every 1 additional good review via Tripadvisor.com will increase the decision to stay by 0.535. At the R-value, the result is 0.650 which can be explained by the Electronic Word of Mouth as much as 65% where as much as 35% is explained by other variables that are not used in this study. In addition, the T-test results obtained positive and significant results seen from the value of t count ≥ t table = 13.489≥1.661 and a significance value ≤ α = 0.000 ≤ 0.05, hence Ho is rejected and Ha is accepted. This shows that the Electronic Word of Mouth has a significant effect on Online Booking Decisions for domestic guests in Bali. In this study, there is a link between the Electronic Word of Mouth factor on Tripadvisor.com, which is a reference for domestic guests in deciding to stay is the Hotel Overall Score (Hotel Rating). Keywords: Electronic Word of Mouth; Tripadvisor.com; Booking Decision

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