PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN HOTEL PADA SITUS ONLINE TRAVELOKA DI ERA PANDEMI COVID-19 (Studi Pada Pengunjung Bali Periode Oktober-Desember 2020)

Abstract

This study aims to find out the effect of Electronic Word of Mouth on Purchase Decision Hotel at Traveloka During Pandemic Covid-19 2020 in Bali. Electronic Word of Mouth on this study have three dimension such as intensity, valence of opinion and content. The three of dimensions will also be seen by each of its effect on purchase decision hotel at Traveloka in Bali. This study uses a quantitative approach with 384 Traveloka users as the respondents. The sample selection used simple random sampling technique which is all of the populations have the same opportunity to become respondents. The data analysis technique used multiple regression analysis which was processed using SPSS 25.0 software. Data of this study were obtained from distributing questionnaires by online and offline and the results showed that: 1) electronic word of mouth has an influence on the purchase decision hotel at Traveloka during pandemic covid-19 in Bali. 2) Intensity has an influence on the purchase decision hotel at Traveloka during pandemic covid-19 in Bali. 3) Valence of Opinion has an influence on the purchase decision hotel at Traveloka during pandemic covid-19 in Bali. 4) Content has an influence on the purchase decision hotel at Traveloka during pandemic covid-19 in Bali.