PENGARUH HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI RESERVASI HOTEL SECARA (ONLINE)
Kata Kunci:
Harga, Electronic word of mouth, Minat beliAbstrak
Tujuan penelitian ini adalah untuk mengetahui harga dan e-WOM terhadap minat beli reservasi
hotel secara online di Hotel Nya Madani Medan agar Hotel menjadi sangat relevan dan penting
untuk membantu dan meningkatkan daya saingnya di industri perhotelan yang terus berkembang
dan bertransformasi secara digital. Penelitian ini merupakan penelitian kuantitatif dengan sampel 96
responden. Uji reliabilitas, validitas, uji Regresi linear, F, T, R- Square. Berdasarka data tersebut
diketahui bahwa R- Square sebesar 0.645 atau 64.50%. Artinya, minat beli di hotel madani medan
dapat dijelaskan oleh Variabel harga dan word of mouth sebesar 64.50%. Sedangkan si sanya
sebesar 35.50% .
The aim of this research is to determine prices and e-WOM regarding interest in purchasing online
hotel reservations at Hotel Madani Medan so that hotels become very relevant and important to
help and increase their competitiveness in the hotel industry which continues to develop and
transform digitally. This research is quantitative research with a sample of 96 respondents.
Reliability test, validity, linear regression test, F, T, R-Square. Based on this data, it is known that
the R-Square is 0.645 or 64.50%. This means that buying interest at the Madani Medan Hotel can
be explained by the price and word of mouth variables of 64.50%. While the remaining 35.50%.
