Analisis Electronic Word of Mouth (EWOM) terhadap Keputusan Menginap di UNP Hotel & Convention Center Padang

Abstract

Perkembangan teknologi digital telah mengubah cara konsumen membuat keputusan, termasuk dalam memilih akomodasi. Electronic Word of Mouth (EWOM), yaitu ulasan dan rekomendasi pelanggan secara daring, menjadi faktor penting dalam membentuk persepsi calon tamu terhadap kualitas layanan hotel. Penelitian ini bertujuan untuk menganalisis pengaruh dimensi-dimensi EWOM: Intensity, Valence of Opinion, Content, dan Penilaian Positif dan Negatif terhadap keputusan menginap di UNP Hotel Padang. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan pengumpulan data melalui kuesioner kepada 88 responden. Hasil analisis menunjukkan bahwa dimensi Content memiliki pengaruh paling tinggi terhadap keputusan tamu, diikuti oleh Valence of Opinion, Penilaian Positif dan Negatif, dan terakhir Intensity. Hasil ini menunjukkan bahwa meskipun ulasan online yang positif meningkat, belum cukup efektif untuk meningkatkan tingkat hunian secara signifikan.

Kata kunci: Electronic Word of Mouth, eWOM, Perhotelan, UNP Hotel

Abstract

          The advancement of digital technology has significantly transformed consumer decision-making processes, particularly in the hospitality industry. Electronic Word of Mouth (eWOM), referring to online customer reviews and recommendations, plays a critical role in shaping guests’ perceptions of hotel service quality. This study aims to analyze the influence of eWOM dimensions: Intensity, Valence of Opinion, Content, and Positive-Negative Evaluation on guest decision to stay at UNP Hotel Padang. The study employs a descriptive quantitative approach, collecting data through questionnaires from 88 respondents. The findings reveal that Content is the most influential dimension, followed by Valence of Opinion, Positive and Negative Assessment, and Intensity. Although eWOM shows increasing positive trends, it has yet to effectively convert online perceptions into improved occupancy rates.

Keywords: Electronic Word of Mouth, eWOM, Hospitality, UNP Hotel