Ekspektasi Pengunjung Situs Reservasi Hotel Online: E-wom dalam Menciptakan Keputusan Pembelian

Rina A. Hijrianti, Lili Adi Wibowo, Puspo Dewi Dirgantari

Abstract


The purpose of this research is to find out the influence of e-wom toward purchase decision on online hotel reservation visitors in Indonesia. A total of 200 respondents were selected using probability sampling. A questionnaire was used as a resreach instrument to collect data from respondents. The analysis tehnique by using frequency distribution.

Keywords


E-wom; Purchase Decision. Online Hotel Reservation

Full Text:

PDF

References


Albert. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management Corporate Communications: An International Journal Iss European Journal of Marketing European Journal of Marketing, 688(7), 109–118. Retrieved from http://dx.doi.org/10.1108/10610429710175646

Devindiani, E., & Wibowo, L. A. (2016). Pengaruh Experiential Marketing Terhadap Customer Satisfaction Serta Dampaknya pada Consumer Loyalty ( Survei pada Pengguna Smartphone di Komunitas Online Apple dan Samsung Regional Bandung ). Pendidikan Manajemen Bisnis, 1(1), 147–157.

Kabadayi, S., & Price, K. (2014). Consumer Brand engagement on Facebook: liking and commenting behaviors. Journal of Research in Interactive Marketing, 8(3), 203–223. https://doi.org/10.1108/JRIM-12-2013-0081

Kandampully, J., Zhang, T. (Christina), & Bilgihan, A. (2015). Customer loyalty: A review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379–414. https://doi.org/10.1108/IJCHM-03-2014-0151

Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management. (S. Wall & D. Petrino, Eds.). Pearson Education Limited 2016.

Love, E., Staton, M., & Rotman, J. D. (2016). Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty. Marketing Letters, 27(4), 661–674. https://doi.org/10.1007/s11002-015-9371-0

Maholtra, K. N. (2010). Marketing Reseach: An Applied Orientation Sixth Ed Pearson Education (Sixth edit). Pearson Education.

Paribhasagita, T., & Lisnawati. (2016). Pengaruh Customer Relationship Manajement Terhadap Loyalitas Nasabah ( Survei pada Nasabah Asuransi Jiwa Prudentual Cabang Kota Bandung ). Journal of Business Management and Enterpreneurship Education, 1(1), 37–53.

Rostami, A. R., Valmohammadi, C., & Yousefpoor, J. (2014). The relationship between customer satisfaction and customer relationship management system; a case study of ghavamin bank. Industrial and Commercial Training, 46(4), 220–227. https://doi.org/10.1108/ICT-10-2013-0067

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Suwantara, N., & Taechamaneesatit, T. (2012). The Forms of Integrated Marketing Communication that Effect the Brand Equity Perception in Direct Sale System Comparing Thai and Foreign Cosmetics Brand, 50. https://doi.org/10.7763/IPEDR.

Velitchka, D. K., Patino, A., Laric, M. V, Pitta, D. A., & Imparato, N. (2015). Customers’ relational models as determinants of customer engagement value. Journal of Product & Brand Management, 23(1), 55–61. https://doi.org/10.1108/JPBM-07-2013-0353

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2015). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201

Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., … Kandampully, J. (2015). Managing Brands and Customer Engagement in Online Brand Communities. Journal of Service Management, Vol 24(No 3), 223–244. https://doi.org/10.1108/09564231311326978

Yavas, U., Babakus, E., Deitz, G. D., & Jha, S. (2014). Correlates of customer loyalty to financial institutions: A case study. Journal of Consumer Marketing, 31(3), 218–227. https://doi.org/10.1108/JCM-10-2013-0759

Zaki, M., Kandeil, D., Neely, A., & Mccoll-kennedy, J. R. (2016). The Fallacy of the Net Promoter Score : Customer Loyalty Predictive Model. Cambridge Service Alliance, (October 2016), 1–26. Retrieved from https://cambridgeservicealliance.eng.cam.ac.uk/resources/Downloads/Monthly Papers/2016OctoberPaper_FallacyoftheNetPromoterScore.pdf




DOI: https://doi.org/10.17509/strategic.v19i1.17668

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Strategic : Jurnal Pendidikan Manajemen Bisnis



Creative Commons License

Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats