PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, DAN CUSTOMER TRUST TERHADAP KEPUTUSAN PEMESANAN MELALUI ONLINE TRAVEL AGENT (BOOKING.COM) DI PANGERAN BEACH HOTEL PADANG

Abstract

This research aims to 1) describe online customer reviews, online customer ratings, customer trust, and booking decisions at the Pangeran Beach Hotel Padang. 2) Analyze the impact of online customer reviews, online customer ratings, customer trust, and booking decisions on bookings through online travel agents (Booking.com) at the Pangeran Beach Hotel Padang. This type of research is causal research using survey methods and employs quantitative data. The population in this study includes all guests staying at the Pangeran Beach Hotel Padang who booked through Booking.com, with a sample consisting of 170 guests. The variable of Online Customer Reviews has a positive and significant impact on booking decisions. Ratings in the form of stars or numerical scores (Online Customer Ratings) also have a significant influence on booking decisions. Collectively, the three variables (online customer reviews, online customer ratings, and customer trust) make a significant contribution to booking decisions. This indicates that the combination of reviews, ratings, and trust is an important factor in attracting guests' interest. This research aims to 1) describe online customer reviews, online customer ratings, customer trust, and booking decisions at the Pangeran Beach Hotel Padang. 2) Analyze the impact of online customer reviews, online customer ratings, customer trust, and booking decisions on bookings through online travel agents (Booking.com) at the Pangeran Beach Hotel Padang. This type of research is causal research using survey methods and employs quantitative data. The population in this study includes all guests staying at the Pangeran Beach Hotel Padang who booked through Booking.com, with a sample consisting of 170 guests. The variable of Online Customer Reviews has a positive and significant impact on booking decisions. Ratings in the form of stars or numerical scores (Online Customer Ratings) also have a significant influence on booking decisions. Collectively, the three variables (online customer reviews, online customer ratings, and customer trust) make a significant contribution to booking decisions. This indicates that the combination of reviews, ratings, and trust is an important factor in attracting guests' interest.