PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN TAMU MEMILIH HOTEL INDAH PALACE YOGYAKARTA (SURVEY PADA FOLLOWERS AKUN INSTAGRAM @INDAHPALACEJOGJA)

Raden Muhammad Alfath Bagas Putro, NIM.: 16730039 (2021) PENGARUH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN TAMU MEMILIH HOTEL INDAH PALACE YOGYAKARTA (SURVEY PADA FOLLOWERS AKUN INSTAGRAM @INDAHPALACEJOGJA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of information and communication technology in the tourism sector plays a very important and important role. With the presence of information and communication technology, tourists can easily find information related to tourism, one of which is hotels. One of the advances in information technology, especially in the tourism industry is the existence of online customer reviews on Google. Online customer reviews or what can be interpreted as consumer reviews of a product or service based on their experience of using or using the product being sold are currently being used by potential consumers to find hotel information, one of which is the Indah Palace Hotel Yogyakarta. The presence of an online customer review feature on Google provides additional information that may influence the decision to purchase the product in question This research uses quantitative methods using Theory of Reasoned Action. Data collection for research obtained by questionnaires distributed to Instagram account followers of Hotel Indah Palace Yogyakarta (@indahpalacejogja) which may be 98 respondents. The result of this research is the influence of online influence from customer reviews on the decision to choose guests at the Hotel Indah Palace Yogyakarta. Linear regression test provides quantitative evidence for the statement, where the significance value is 0.000 <0.05, so it can be rejected that Ho is rejected and Ha is accepted.

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