E-WOM in creating purchasing decisions on online hotel reservation / L.A. Wibowo ... [et al.]

• Main Authors: Wibowo, L.A., Dirgantari, P.D., Hurriyati, Ratih, Widjajanta, Bambang, Hijrianti, R.A.
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2020
• Subjects: Hospitality industry. Hotels, clubs, restaurants, etc. Food service; Reservation systems
• Online Access: https://ir.uitm.edu.my/id/eprint/67498/1/67498.pdf; https://ir.uitm.edu.my/id/eprint/67498/; https://www.jthca.org/
• Institution: Universiti Teknologi Mara

The purpose of this research is to find out the influence of e-WOM towards purchasing decision on visitors of online hotel reservation sites in Indonesia. This research used cross sectional method and verification approach with survey explanatory method, and the sampling was 200 respondents. E- WOM consists of 3 dimensions with 17 indicators. Meanwhile, purchase decision consists of 4 dimensions with 10 indicators. The results show that e- WOM has a positive and significant influence on purchasing decisions on visitors of online hotel reservation sites. Thus, the online hotel reservation sites must maintain, supervise and enhance e- WOM by providing experience through e- WOM quality, e- WOM quantity, and sender's expertise to support the business development.