PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN MENGINAP DI SHERATON BANDUNG HOTEL & TOWERS - Paramita Listiani Hermawan, - (2022)
Permasalahan tingkat hunian atau occupancy cenderung fluktuatif masih dihadapi oleh industri perhotelan, salah satunya adalah Sheraton Bandung Hotel dan Towers. Salah satu upaya yang dilakukan untuk meningkatkan keputusan menginap yang berdampak pada occupancy melalui electronic word of mouth (E-WOM). Penelitian ini bertujuan untuk: (1) mengetahui gambaran electronic word of mouth di Sheraton Bandung Hotel & Towers, (2) mengetahui gambaran keputusan menginap di Sheraton Bandung Hotel & Towers, (3) mengetahui bagaimana pengaruh electronic word of mouth (E-WOM) terhadap keputusan pembelian kamar di Sheraton Bandung Hotel & Towers. Penelitian ini menggunakan metode kuantitatif, dengan populasi dalam penelitian ini merupakan tamu yang pernah menginap di Sheraton Bandung Hotel & Towers dengan sampel berjumlah 103 responden. Hasil Pada penelitian ini menemukan: 1) E-WOM berada pada kategori baik 2) keputusan menginap berada pada kategori tinggi 3) terdapat pengaruh electronic word of mouth terhadap keputusan menginap di Sheraton Bandung Hotel dan Tower sebesar 53,9% termasuk dalam kategori sedang. Adapun implikasi dari keputusan menginap berdampak terhadap kepuasan tamu. The hotel industry still faces occupancy problems, one of which is the Sheraton Bandung Hotel and Towers. One of the efforts made to improve stay decisions that have an impact on occupancy is through electronic word of mouth (E-WOM). This study aims to: (1) find out the description of electronic word of mouth at the Sheraton Bandung Hotel & Towers, (2) find out the description of the decision to stay at the Sheraton Bandung Hotel & Towers, (3) find out whether there is an effect of electronic word of mouth (E-WOM) on the decision to purchase a room at the Sheraton Bandung Hotel & Towers. This study uses quantitative methods, with the population in this study are guests who have stayed at the Sheraton Bandung Hotel & Towers with a sample of 103 respondents. Results In this study found: 1) E-WOM is in the good category 2) the decision to stay is at a high level 3) there is an influence of electronic word of mouth on the decision to stay at the Sheraton Bandung Hotel and Tower by 53.9% including in the medium category. The implications of the decision to stay have an impact on guest satisfaction.