Faktor yang memengaruhi booking intention pada jaringan hotel berbintang lima di Indonesia
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Abstract
After the pandemic, the hotel sector experienced growth. Many people who travel will make a hotel booking at their destination. However, before deciding which hotel to book, customers always read online reviews to ensure the brand image and price consideration. Therefore, this study examines whether online reviews and brand image could influence hotel booking intention and how perceived price acts as a mediating variable in star-rated hotel chains in Indonesia. The research is categorized as descriptive research. Using a non-probability sampling method, the population consists of respondents who have stayed in hotels aged 21 and above. The results showed that online reviews and brand image significantly positively affect perceived price and hotel booking intentions. Good online reviews and brand image increase consumers' perceived value, encouraging them to book hotels. Perceived prices also act as essential mediators that strengthen the influence of online reviews and brand image on booking intentions. It is crucial as the hotel industry can monitor online reviews, and negative reviews should have necessary action in place. While on the brand image, the hotel industry must maintain a positive image by providing good quality service. The hotel industry should also offer rates reflecting the consumer's expected service quality to strengthen their intention to make hotel bookings.
Setelah pandemi, sektor perhotelan mengalami pertumbuhan. Banyak orang yang bepergian dan melakukan pemesanan hotel di tempat tujuan mereka. Namun, sebelum memutuskan hotel mana yang akan dipesan, pelanggan selalu membaca ulasan dan memperhatikan citra merek hotel tersebut serta mempertimbangkan harga dengan cermat. Oleh karena itu tujuan dari penelitian ini untuk menguji apakah online review dan brand image berpengaruh terhadap hotel booking intention serta bagaimana pengaruh perceived price sebagai variabel mediasi pada jaringan hotel berbintang di Indonesia. Penelitian ini termasuk dalam jenis penelitian deskriptif. Populasi penelitian ini adalah responden yang pernah menginap di hotel dan berusia 21 tahun keatas dengan metode non-probability sampling. Hasil penelitian menunjukkan bahwa ulasan online review maupun brand image memiliki pengaruh positif signifikan terhadap perceived price dan hotel booking intention. Online review dan brand image yang baik akan meningkatkan persepsi nilai dari konsumen, yang pada gilirannya mendorong mereka untuk memesan hotel. Perceived price juga berperan sebagai mediator penting yang memperkuat pengaruh online review dan brand image terhadap niat pemesanan. Dengan demikian sangat penting untuk industri perhotelan bisa memperhatikan online review yang ada dan melakukan perbaikan jika ada ulasan negative yang diterima. Dari sisi brand image, industri perhotelan harus mampu membawa citra positif dengan memberikan service yang berkualitas. industri hotel juga harus mampu memberikan harga yang sebanding dengan kualitas hotel dimana bisa semakin mendukung niat dari konsumen untuk melakukan pemesanan.
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