Pengaruh Online Review dan Promosi Digital terhadap Keputusan Menginap di Radisson Golf & Convention Center Batam

Fachri Danuarta, Khairani Saladin

Abstract


Perkembangan teknologi digital telah mengubah cara pelanggan memilih hotel. Konsumen tidak hanya mempertimbangkan harga dan lokasi, tetapi mereka juga menggunakan online review dan promosi digital sebagai sumber informasi sebelum memesan. Tujuan dari penelitian ini adalah untuk mempelajari bagaimana online review dan promosi digital di internet berdampak pada pilihan pelanggan untuk menginap di Radisson Golf & Convention Center Batam. Penelitian menggunakan pendekatan kuantitatif kausal. Ada 140 responden dalam sampel penelitian yang pernah menginap dan melihat online review dan promosi digital hotel. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa online review berpengaruh positif dan signifikan terhadap keputusan menginap (β = 0,253; sig. 0,000 < 0,05), dan promosi digital juga berpengaruh positif dan signifikan terhadap keputusan menginap (β = 0,505; sig. 0,000 < 0,05), dengan nilai Adjusted R2 sebesar 0,568. Hasilnya menunjukkan bahwa promosi digital dan online review adalah komponen penting yang memengaruhi keputusan pelanggan untuk menginap di hotel.

Keywords


Keputusan Menginap, Online Review. Promosi Digital.

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.103041

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