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THE INFLUENCE OF HOTEL REVIEW TOWARDS
E-TRUST AND ITS IMPLICATION ON
HOTEL BOOKING INTENTION :
(AN EMPIRICAL STUDY)
By
Annisa Aulia
015201400012
A Skripsi presented to the
Faculty of Business President University
in partial fulfillment of the requirements for
Bachelor Degree in Business Administration
January, 2018
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PANEL OF EXAMINERS
APPROVAL SHEET
The Panel of Examiners declare that the skripsi entitled “The
Influence of Hotel Review Towards e-Trust and Its Implication on
Hotel Booking Intention (An Empirical Study)” that was submitted by
Annisa Aulia majoring in Business Administration from Faculty of
Business was assessed and approved to have passed the Oral
Examinations on January 2018
A.B.M. Witono, M.S.B.A., Ph.D.
Chair - Panel of Examiners
Dr. Ir. Farida Komalasari, M.Si.
Examiner I
Suresh Kumar, M. Si.
Examiner II
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DECLARATION OF ORIGINALITY
I declare that this skripsi, entitled “The Influence of Hotel Review
Towards e-Trust and Its Implication on Hotel Booking Intention (Case
Study Of 5-Star Hotels In Jakarta)” is, to the best of my knowledge
and belief, an original piece of work that has not been submitted,
either in whole or in part, to another university to obtain a degree.
Cikarang, Indonesia, February 5th
, 2018
Annisa Aulia
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CONSENT FOR INTELLECTUAL PROPERTY RIGHT
Title of Skripsi:
The Influence of Hotel Review Towards e-Trust and
Its Implication on Hotel Booking Intention
1. The Author hereby assigns to President University the copyright to these
Contribution named above whereby the University shall have the
exclusive right to publish the Contribution and translations of it wholly or
in part throughout the world during the full term of copyright including
renewals and extensions and all subsidiary rights.
2. The Author retains the right to re-publish the preprint version of the
Contribution without charge and subject only to notifying the University
of the intent to do so and to ensuring that the publication by the University
is properly credited and that the relevant copyright notice is repeated
verbatim.
3. The Author retains moral and all proprietary rights other than copyright,
such as patent and trademark rights to any process or procedure described
in the Contribution.
4. The Author guarantees that the Contribution is original, has not been
published previously, is not under consideration for publication elsewhere
and that any necessary permission to quote or reproduce illustrations from
another source has been obtained (a copy of any such permission should
be sent with this form).
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5. The Author guarantees that the Contribution contains no violation of any
existing copyright or other third-party right or material of an obscene,
indecent, libelous or otherwise unlawful nature and will indemnify the
University against all claims arising from any breach of this warranty.
6. The Author declares that any named person as co-author of the
Contribution is aware of this agreement and has also agreed to the above
warranties.
Name: Annisa Aulia
Date: February 5th, 2018
Signature:
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ACKNOWLEDGEMENT
Mainly, I would like to express my gratitude towards Allah SWT who giving me
life and breathe for each day so I could write this skripsi. I believe this skripsi is a
great opportunity that has bring me one step closer to my main goal and by the
support of Allah, this skripsi would be possible. So many times, I doubt myself if
I could do and pass this program. But thanks to Allah that I am surrounded by
people who support me a lot through this journey. I am blessed and I thank Allah
every day for everything that happens to me. Highest appreciation also addressed
to these people, I believe I could not have done this work without the lots of help I
received cheerfully from all of the parties below:
1. To my parents, Mr. Hari Supriono and Mrs. Sukatmi, specially for my
mom who sacrificed a lot of thing for rising me through many changing
and challenge that happened to our life. Thank you for always taking care
of and supporting me on my entire life, as always patiently cheering me up
when everything seems so not possible. Also to my uncle and aunty, Mr.
Rekto and Mrs. Etik who has really become like my own parents who
always take care of me and giving a lesson to learn in every aspects of my
life, I couldn't thank you enough for everything they have been doing for
me. I could be myself today because of their prayers and up bringing. Also
to my little brother, Naufal Musyafa who always protecting me and
cheering me up, also to my lovely cousins Chiko, Chika, Wilang who
always entertaining when my mood was down in making skripsi.
2. To my supervisor Mr. Suresh Kumar, I would like to say thank you for all
of your guidance, feedback, and assistance during my skripsi process. I
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really be grateful that you still spends time in the midst of your busy
schedule and dissertation for always giving feedback on my skripsi so I
can finish it immediately.
3. Another appreciation also dedicated to all lecturers in President University
who had been teaching me during these past 3 years. Thank you for all the
knowledge, skills, and experiences given upon me. And I would like to
thank Mba Lina, secretary of Business Administration, who is very caring
and always become such an angel in facing the Business Administration
students.
4. Special thanks to my lovable patner in crime Ichsan, who always be such a
perfect human combination to me. Thank you for your unlimited presence
and support throughout my years of study and through the process of
internship untill writing this skripsi. Thank you for always being there
anytime when I needed and Thank you for being my best friend after all.
5. To my lovely and dearest friends, Biqa, Tiara, Nisa, Debby, Kanah, Ajiz,
Ine, Ghina, Nadia, Keke, Ari, Ayu, and Hemas who always keep give
motivations and supports towards each other so that we can finish this
skripsi as soon as possible. Hope we can be success together in the future.
6. To my internship friends at JW Marriott Hotel Jakarta, Hanusia, Adis,
Nibras, Cindy, Kezia, Shannen, Stefi, Rofi, Azka, Kathleen, Ivan, Tegar,
Anggun, Susi, Putra, Bella who keep always supporting and cheering me
up when I was worked and did my skripsi there.
7. To very lovely and caring senior, Ka Elsa, Ka Elsya, Ka Stefi, Ka Jessica,
Ka Senna, Ka Victor, and Ka Rayang who really support me by giving
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advice and guidence from the process of internship until skripsi. I really
want to say thank you for all the helps that have been given to me.
8. Special thanks also to Daffa, Daniel, Tania, Tika, Nesha, and Viola for
lending me an accomodation so that I can stayed and support during my
skripsi process at Cikarang. I really appreciate it all.
9. To My Hospitality and Tourism Business 2014 class friends, Thank you
for the memories that we have made together. Especially after Mam
Carmel left, we keep trying to encourage and support each other to be
survived during these past 3 years.
10. Not forget to everyone who helps me in filling and spreading my
questionnaire. I really thanks and appreciate it, wothout the help from you
all, I would never be able to finish this final assignment. Last but not least,
thank you for other people who involved in my skripsi which I couldn’t
mention one by one.
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TABLE OF CONTENTS
PANEL OF EXAMINERS
DECLARATION OF ORIGINALITY
PLAGIARISM DOCUMENT
CONSENT FOR INTELLECTUAL PROPERTY RIGHT
ACKNOWLEDGEMENT
TABLE OF CONTENTS ....................................................................................... i
LIST OF FIGURES ............................................................................................. iii
LIST OF TABLES ............................................................................................... iv
LIST OF APPENDICES ...................................................................................... v
ABSTRACT .......................................................................................................... vi
CHAPTER I INTRODUCTION .......................................................................... 1
1.1 Background ................................................................................................... 1
1.2 Significance of the study ............................................................................... 4
1.3 Limitation of The Study ................................................................................ 4
1.4 Organization of the skripsi ............................................................................ 5
CHAPTER II LITERATURE REVIEW ............................................................ 6
2.1 Booking Intention .......................................................................................... 6
2.1.1 Definition of Booking Intention ............................................................. 6
2.1.2 Factors Affecting Booking Intention ...................................................... 7
2.1.3 Booking Intention Construct Measurement ............................................ 7
2.2 e-Trust ........................................................................................................... 8
2.2.1 Definition of e-Trust ............................................................................... 8
2.2.2 Factors Affecting e-Trust ........................................................................ 8
2.2.3 e-Trust Construct Measurement.............................................................. 9
2.3 Hotel Review ................................................................................................. 9
2.3.1 Definition of Hotel Review..................................................................... 9
2.3.2 The Influences of Hotel Review .......................................................... 11
2.3.3 Hotel Review Construct Measurement ................................................. 11
2.4 Research Gap ............................................................................................... 12
CHAPTER III METHODS ................................................................................ 14
3.1 Theoretical Framework ............................................................................... 14
3.2 Hypothesis ................................................................................................... 14
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3.3 Operational Definitions of Variables.......................................................... 15
3.4 Instrument .................................................................................................... 15
3.5 Sampling ...................................................................................................... 15
3.6 Data Collection ............................................................................................ 16
CHAPTER IV RESULTS AND DISCUSSION ............................................... 18
4.1 Validity and Reliability Test ....................................................................... 18
4.2 Respondents’ Profiles .................................................................................. 19
4.3 Descriptive Analysis .................................................................................... 21
4.4 Inferential Analysis ..................................................................................... 23
4.5 Discussion ................................................................................................... 25
CHAPTER V CONCLUSIONS ......................................................................... 27
5.1 Conclusions ................................................................................................. 27
5.2 Future Recommendation ............................................................................. 27
REFERENCES .................................................................................................... 29
APPENDICES ..................................................................................................... 33
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LIST OF FIGURES
Figure 3.1 Theoritical Framework ...................................................................... 68
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LIST OF TABLES
Table 1.1 10 Of The Highest Rated Hotels On Tripadvisor ............................................. 63
Table 2.1 Booking Intention Construct Measurement Table ................................ 63
Table 2.2 e-Trust Construct Measurement Table .................................................. 64
Table 2.3 Hotel Review Construct Measurement Table ....................................... 65
Table 3.1 Operational Definitions of Variables .................................................... 65
Table 4.1 Respondents Demographic ................................................................... 68
Table 4.2 Hotel Review Data Summary ............................................................... 69
Table 4.3 Trust Data Summary ............................................................................. 70
Tabel 4.4 Booking Intentions Data Summary ....................................................... 71
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LIST OF APPENDICES
Appendix 4.a KMO-MSA and Bartlett's Test ....................................................... 57
Appendix 4.b Communalities ............................................................................... 57
Appendix 4.c Total Variance Explained ............................................................... 58
Appendix 4.d Rotated Component Matric ............................................................ 59
Appendix 4.e Reliability Test of Hotel Review .................................................... 59
Appendix 4.f Reliability Test of e-Trust ............................................................... 60
Appendix 4.g Reliability Test of Booking Intention ............................................. 60
Appendix 4.h Result of Structural Equation Modeling ......................................... 60
Appendix 4.i Squared Multiple Correlations ........................................................ 60
Appendix 4.j Result of Model Fit SEM ................................................................ 61
Appendix 4.k Regression Weight ......................................................................... 62
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ABSTRACT
Purpose
The aim of this research paper is to examine the influence of hotel review on the
e-Trust as well as the implication on the customer booking intention of 5-star
hotels in Jakarta.
Design/methodology/approach
As it is a quantitative research, this research uses questionnaires with likert from
one to seven, from strongly disagree to strongly agree as its instrument. The
questions are adopted from previous research. The questionnaire was distributed
both online and manual to 342 respondents who have ever used the applications
review of the 5-star hotels in Jakarta on the digital media such as website or
mobile application. The questionnaire was validated through construct validity
and reliability. Validity at the range of 0.529 to 0.894 and reliability was ranging
from 0.870 to 0.878.
Findings
Theoretical framework and hypotheses testing used Structural Equation Modeling,
and found that 2 hypotheses of Hotel Review towards e-Trust and e-Trust towards
Booking Intention are significantly influenced each other. And one of the
hypothesis of Hotel Review towards Booking Intention was found not
significantly influenced.
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Originality/value
This research is the first study that discuss The Influence of Hotel Review
Towards e-Trust and Its Implication on Customer Booking Intention at 5 Stars
Hotel in Jakarta. Also this research could fill the gap in the research as the basic
for further research about Hotel Review.
Keywords: e-WOM, Hotel Review, e-Trust, Booking Intention
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CHAPTER I
INTRODUCTION
1.1 Background
In the current modern era, hospitality industry has been recognized as one
of the popular business which has recently played critical role in the world. As the
part of it, hotel as one of the hospitality business sectors has gained more
advanced and expanded all over the world. Many countries start looking for the
potential of hotel business. For instance, hotel investment in global, continues to
rapidly increase, with 3rd
Quartal of 2015 totals wanted to exceed US$59.7 billion
compare to US$43.5 billion in 3rd
Quartal of 2014, the data has posited that the
industry is try to reach momentum (Leasing Levels, 2015).
In Indonesia, the growth of hotel is quite significantly increasing year by
year. From the “Statistics And Rating Rate Of Hotel Jakarta 2016”, the data
showed that in 2015 the star hotel available in Indonesia reached 2.197 hotels and
increase by 8,65% with total star hotels available around 2.387 hotels in 2016
(Statistics Indonesia, 2016). In the big city such as Jakarta, data shows there are
437 accomodation available in 2016 which consist of: 232 star hotels, 169 budget
hotels, and 36 other kind of accomodations. From the data above a total of 29
hotels are considered as 5-star hotels which available to serve the guest during
their stay in Jakarta (DKI Jakarta hotel statistics, 2016). Thus competition
between each star hotels is much tighter every day. Customers are also more
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selective in choosing which hotel to be booked based on facilities offered in terms
of price, place, and the service.
5-star hotels are likely more improved at responding than 3- and 4-star
hotels. The tendency is for giving better response rates because hotels are starting
to see the importance of appropriate review responses for their business (Mayer,
2015). Reviews from customers regarding their stay in the hotel help other
customers to make up their mind choosing which hotel to stay. The table of 1.1
below shows that from 10 of the highest rated hotels on TripAdvisor, 9 of them
are known as 5-star hotels in Jakarta based on traveler reviews.
A recent research study found that people trust peer consumers more than
marketer and assess the service through testimony that other parties provide
(Jeong & Koo, 2015). Furthermore seeking reviews are provided through digital
platform make it even easier this day to check (Kim & Park, 2017) and could
bring impact on the customer decion making process whether they decide visiting
the business or not (Zhao, Wang, Guo, & Law, 2015).
However, online review sites are frequently call into doubt for their
trustworthiness since everyone can posting any kind of reviews without verifying
and knowing the accuracy of the facts. Anonymity also becomes a concern in
online reviews where the unknown identity of the reviewer commonly displays on
the review as a nickname, while the real identity is not available in any online
review sites (Kusumasondjaja, Shanka, & Marchegiani, 2012). Thus, compare to
Table 1.1 10 Of The Highest Rated Hotels On Tripadvisor
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the traditional face to face communications, online review is still considered less
credible and make it hard to identify the fake reviews that come from the
company with the honest one from the real customers.
In the context of online communication, people tend to communicate with
someone who share same values and backgrounds with them. In this case, by
knowing the identity of the reviewer it increases individual trust by reducing the
uncertainty of communicate with a person who is unfamiliar (Kusumasondjaja,
Shanka, & Marchegiani, 2012). Lai, Huang, Lu, & Chang (2013) on their research
notes that online opinion and review of the products or services fully influence the
content transmission to the consumers as well as their emotional attitude, in which
it creates and boosts the sense of trust and the intention to purchase that leads to
the actual purchase behavior. Moreover, the research relating to hotel review has
not been examined much in the field of hotel business specially in Indonesia. This
common lack of literature validate the significance of further observation into this
topic (Kusumasondjaja et al., 2012). For that reason, this research is conducted to
figure out is there any significant influence of Hotel Review towards e-Trust? Is
there any significant influence of Hotel Review towards Booking Intention? And
is there any significant influence of e-Trust towards Booking Intention?
Hence, the objectives of the research are : to identify the influence of
Hotel Review toward E-Trust; to identify the influence of Hotel Review toward
Booking Intention; and to identify the influence of e-Trust toward Booking
Intention.
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1.2 Significance of the study
1. For Future Research :
This research is expected to provide better understanding on the influence
of hotel review towards e-trust and its implication on hotel booking intention at 5-
star hotels in Jakarta. This research can be based and guide for the next research
concerning hotel industry with similar topic of customer hotel review. This
research is conducted as one of the requirement for completing Bachelor Degree
in Business Administration (BBA) in Hospitality and Tourism Business
Concentration. The research also increasing the knowledge of the reseacher in
having better understanding by doing this research.
2. For the Practitioner
This research can provide more information and recommendation
concerning hotel review as an essential factors that lead to customers e-Trust and
the impact to hotel booking intention in 5-star hotels business.
1.3 Limitation of The Study
The population of this research were respondents who ever used the
application review of the 5-star hotels in Jakarta on the digital media such as
website or mobile application both female and male for the gender. This research
is followed by the respondents without discriminating their ethnics, races, culture,
and language-spoken. This research was focused on three variables which are
Hotel Reviews, e-Trust, and customers Booking Intention.
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1.4 Organization of the skripsi
This skripsi consist of 5 chapters that lead to the conclusion as the result of
the whole research. The first chapter provided the research background which
consist of fundamental standards, history, and role of hotel review as the outlined
to define particular aspects of hotel review correlations to various factor in hotel
business. Chapter 2 discussed more about the variables that related to the
dependence variable and the literature from various experts in the field also some
previous work towards similar topics. Next, is chapter 3 which explained the
research methodology that used on the research. Chapter 4 shows how the data is
processed until it produces the result of the research. Chapter 5 summarizes from
the whole research including the finding and the recommendation for the future
research. List of references, diagram, and table are contained within the
Appendices.
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CHAPTER II
LITERATURE REVIEW
The aim of this chapter is to provide clear explanation of the essential
variables that used in this research. The literature reviews in detail about Hotel
Review and how it could effect other variable. The aim of this research is to
elaborate further explanation from previous research that concerning hotel review,
e-Trust, and Booking Intention. It specified part by part with the measurement of
each variables.
2.1 Booking Intention
2.1.1 Definition of Booking Intention
Behavioral Intention has long been use to predict certain action in online
trading context. Mentioned by Miniard et al. (1983) which also adopted by
Kudeshia & Kumar (2017) that purchase intention is an intermediary
psychological factor between attitude and actual behavior. Therefore, it is also
known as the perfect dimension to predict the real behaviour by measuring the
actual customer behaviour in online business (Agag & El-Masry, 2016). The same
definition also stated by Ali (2016) that booking intention is also considerable to
find out the actual purchase behavior in online commerce. Behavioral Intention
also defined as the enthusiasm and tendency of the customers to involved in
online business, which include the appraisal of website quality and context of the
information (Li et al., 2017). While, Casaló et al. (2015) has defined booking
intention itself as customers eagerness to book the hotel. It’s also a form of
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customers implicit promise to buy the product (Kudeshia & Kumar, 2017). Hence,
booking intention is one of the important factor that use to predict the actual
purchase in online hotel business.
2.1.2 Factors Affecting Booking Intention
Author Sreejesh & Anusree (2016), found that trust significantly influence
hotel booking intention in Indian University among 252 graduate students in
business management program. Another author Wang et al., (2015) has determine
that e-Trust is significantly influence Intention to online booking hotel in China
with 422 respondents from Chinese internet users.
While Kudeshia & Kumar (2017) stated that online reviews significantly
impact on booking intention and actual purchase. Then the research also shows
that the reviews supported by trust in the online commerce positively influence
the booking intention in India with 311 respondents from Facebook users who
influenced with the posts shared on the newsfeed and Facebook fan pages.
2.1.3 Booking Intention Construct Measurement
In this research five statements from previous research are used to measure
the booking intention. The two statements are adopted from Wang et al. (2015)
which are “I am willing to book hotel rooms from hotel review websites” and “I
plan to book hotel rooms from hotel review websites”. A statement also adopted
from Sreejesh & Anusree (2016) which is “After reading the reviews about the
Hotel, it is very likely that I would book a room at the hotel”. Another statement is
Table 2. 1 Booking Intention Construct Measurement Table
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adopted from Amaro & Duarte (2015) which is “I expect to booking hotel online
in the near future (intention)”. Last statement is adopted from Casaló et al. (2015)
which is “I intend to search for booking the hotel in the near future”.
2.2 e-Trust
2.2.1 Definition of e-Trust
Dens et al. (2015) determine that trust is determination in an deal partner’s
reliability and integrity or a eagerness to have confidence on a person in whom
one has courage. Paul et al. (2016) also mentiones that trust is a personal’s beliefs
and eagerness to have conviction in another people. Trust also define as a strong
believe from one party to the reliability and integrity from the partner.
In addition, trust also become an effective tools for diminish the risk
perception and anxiety, customers are more prefer to book hotel which they
identify as credible and trustworthy (Abubakar & Ilkan, 2016). In marketing, trust
enhanced the customer alliances since it reduce the risk in the decision making
process and lower the information search and analysis cost (Wang et al., 2015).
Furthermore, Hotel industry is now starting to face a biggest challenges of online
stage, which is transforming their online visitors into actual buyers. For that
reason, trust can be seen as an intentional behavior on the side of customer's
intention to book the hotel, it's also reflected an element of risk, ambiguity and
susceptibility the customer needs in trusting the hotel (Ratnasingam, 2012).
2.2.2 Factors Affecting e-Trust
Hotel Review has found significantly effect trust on the experimental
design that was developed by Kusumasondjaja et al. 2012 and involved 639 travel
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consumers in Bali. In addition, author Ladhari & Michaud (2015) also mentioned
that e-WOM significantly affect trust in European countries, primarily from the
UK and the Republik of Ireland with 366 respondents in travel industry. However,
another author also found that trust is not directly effect on intention to booking
hotel from 359 questionnaire distribute to 30 B&B sectors in Taiwan (Lai et al.,
2013).
2.2.3 e-Trust Construct Measurement
Five statements from Yıldırım (2013) are adopted to tested the relation of
e-Trust in this research. Those statements are: I believe the hotel reviews from the
reviewers; Hotel Reviews from the reviewers are effective to build trust through
hotel review websites; I believe that previous reviewers wrote hotel reviews
sincerely; I believe that hotel review websites are impartial while publishing the
hotel reviews; The number of reviewers is important for me as the content to build
trust.
2.3 Hotel Review
2.3.1 Definition of Hotel Review
Online Review is one of the best effective tools in the hotel business
which allow customers to speak out about the experiences and opinion during
their stay at the hotel. Online review also defined as the feedback platform which
most valuable and accessible for hospitality business. Global information
community recently show a great tendency from the customer to collect unfiltered
Table 2. 2 e-Trust Construct Measurement Table
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information from other review on digital network media. Customers are now more
relying on online peer assessment which according them are more reliable, up to
date, and close to real sources than the information from the marketers. As the
result, it could influence the customer decision about the business itself (Kim et
al., 2016).
According to Jeong & Koo (2015), After transforming the traditonal word
of mouth (WOM) to the online WOM or known as e-WOM is refers as a
statement create by real, potential, and former customers that have experience the
service and the statements which availabe for a large group of people and
organization through the internet. In reality there are various models of e-WOM
create by the users which consist of short verbal description from the experience
of the customers and also product rating (overall product assesment). In the forms
of online review customers are tend to express their feelings towards the service
that they have experienced at the hotel and also giving information to other people
on the internet (Xie et al., 2014). As a well-known shape of e-WOM where
customers used it in the purchase decisions making process, online reviews are
involve of two parts: general product evaluation (i.e, ratings review) and
descriptive judgment (i.e, argument) (Kim et al., 2015). Zhao et al. (2015) found
the important of online review as an influential sources to figure out the quality of
product from previous customers stay experience at the hotel. Therefore, Hotel
review can be used to predict the future booking intention of customers in
choosing the hotel.
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2.3.2 The Influences of Hotel Review
Paul et al. (2016) identified a significant effect of review characteristic on
trust as well as the effect on booking intention by testing the hypotheses using a
scenario-based experiment. Through 157 working adults that asked to read the
hotel reviews of various information load and asked to respond to Likert-based
questions.
The other reasearch also found the positive relation between hotel review
towards online booking intention in the hotel business. The research was
conducted at the university in mainland China with 269 questionnaires filled by
business people that have been targeted (Zhao et al., 2015). Last, Abubakar &
Ilkan (2016) also found the significant influences of onlineWOM in the
establishment of online trust and in exciting the booking intention through 216
respondents in three public and private hospitals of Northern Cyprus.
2.3.3 Hotel Review Construct Measurement
There six items of statement that adopted from the prior research that used
to measured the influence of Hotel Review. This were the items that used in this
research: “The reviews helped me in make a decision to book the hotel” adopted
from Jeong & Koo (2015); “I read Hotel Reviews before booking the hotel” used
in Yıldırım (2013). “The information of hotel reviews was Valuable”, “The
information of hotel reviews was Useful”, “The information of hotel reviews was
Table 2. 3 Hotel Review Construct Measurement Table
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Credible” are adopted from Filieri (2015); and “Using hotel review is useful to
book the hotel” was used in Casaló et al. (2015).
2.4 Research Gap
Some of the research papers that having the same topic and variable have
different relation with the variable in this research and the other as well. On the
research that has been conducted by Sreejesh & Anusree (2016) they used several
variables such as service failure severity, review agreement, Webcare, trust, and
Booking Intention. The research was conducted at Indian University towards 252
graduate students in business management program without specified the types of
hotel and used the ANOVA to testing the proposed hypotheses. While this
research used e-trust and booking intention as the same variables then adding one
different variable which is Hotel Review. Another differences are this research
used the Structural Equation Modeling (SEM) to test the hypotheses.
Another author Wang, Law, Denizci, et al., 2015 conducted a research
using variables of Hotel website quality, eTrust, and Online purchase intentions to
422 respondents from Chinese internet users in China without stated the hotel’s
category. To check reliability and validity of each measurement model,
confirmatory factor analysis was used to test the validity and reliability. In
addition, Structural Equation Modeling (SEM) was used by the author to test the
hypotheses. While this reasearch used similar approaches with one different
variable by adding Hotel Review instead of Hotel website.
Kudeshia & Kumar, 2017 used e-WOM, Brand attitude, Purchase
Intention as the variables on their research again without specified the category of
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the hotel. The research was conducted to 311 respondents from Facebook users
who influenced with the posts shared on the newsfeed and Facebook fan pages in
India by using confirmatory factor analysis and path analysis (Structural Equation
Modeling) to analyze the data. Whereas this research change the Brand attitude
with e-Trust and specified the e-WOM with hotel review of 5-stars hotel.
On previous research done by Kusumasondjaja et al. (2012), Credibility in
online review sites, message valence, Social identity, information credibility and
initial trust used as the variable for the research that conducted to 639 travel
consumers in Bali by used Analysis of variance (ANOVA) to test formain and
interactional effects of the message valence and reviewer identity. Similar
Kusumasondjaja et al. (2012) this research also conducted in Indonesia but
choosing Jakarta as the city to be conducted the research with adding booking
intention as the other variables towards the readers of 5-star Hotel Review or
their consumers with additional of SEM to testing the hypotheses.
Author Ladhari & Michaud (2015) used comments that generated on the
Facebook, hotel-booking intentions, attitude, trust, perceived quality of hotel
websites as the variable on their research. Towards 366 respondents of 2-star and
4-star Hotel in UK and the Republik of Ireland with an experimental design was
chosen to test the hypotheses of the research. While this research used the same
variables of hotel reviews, trust, and booking intention without adding attitude
and perceived quality of hotel websites and used SEM to tested the hypotheses.
In addition, this research was conducted in Jakarta and focusing the research only
to the reader/cosumers of 5-star Hotel which was different compare to author Lai
et al. (2013); Paul et al. (2016); Zhao et al. (2015); Abubakar & Ilkan (2016).
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CHAPTER III
METHODS
This third chapter shows the figure of theoretical framework that has been
constructed to give better understanding of the research. Depend on theoretical
framework, several hypothesizes are constructed and shown on the next
subchapter. Furthermore this part explains the definitions of variables that
includes variables, indicators or statements and hypothesis along with instrument
that is used for this research which is questionnaire. At the end, this chapter also
discuss sampling that includes population, sample size, sampling technique, data
collection method, validity and reliability, and data analysis.
3.1 Theoretical Framework
A theorictical framework is constructed to give better understanding about
the model which used in this research. The framework is shown in figure 3.1.
3.2 Hypothesis
Based on the theoritical framework that has been created here are the
hypothesis constructed for this research :
H1 : Hotel Review influences e-Trust
H2 : Hotel Review influences customers Booking Intention
H3 : e-Trust increases the customers Booking Intention
Figure 3. 1 Theoretical Framework
15
3.3 Operational Definitions of Variables
3.4 Instrument
This research was utilizing a quantitative approach to validate the research
proposed framework, the data was gathered using a survey method through
questionnaires to examines the relation between each variable (Agag & El-Masry,
2016). Likert scale was used in this reseacrh from one to seven, from strongly
disagree to strongly agree as its instrument and the statements are adopted from
previous research. The questionnaire consists of 3 (three) parts. The first part
consists of of the respondent which include gender, age, education, occupation,
monthly income, hotel purposes, and citizenship. The second part is about the
respondents’ basic knowledge about 5-star hotels and any kind of reviewers
application or website that they know or they frequently used to seeking the hotel
information. On the third part, there are 16 statements which related with hotel
review (5 statements), e-Trust (5 statements) and booking intentions (5
statements) as variables that used in this research.
3.5 Sampling
The population of this research were respondents who ever used
application review of the 5-star hotels in Jakarta on the digital media such as
website or mobile app. Based on previous research to provide an acceptable level
of assurance in this study, a sample size of 300 respondents is targeted. Due to the
Table 3. 1 Operational Definitions of Variables
16
absence of sampling frame, non-probability (purposive sampling) method was
used for the research. The sampling was conducted by adding some criteria on the
questionnaire such as question of whether the respondents experienced reading 5-
star hotel review before their stayed at the hotel. Also there are several questions
about the respondents basic knowledge of 5-star hotel in Jakarta and the
travel/hotel website that they used previously.
3.6 Data Collection
The respondents were people who have ever written their review or read
other review of the 5-star hotels in Jakarta on the digital media such as website or
mobile application. Questionnaire was put on the Google Form and spreaded
online through social media such as Line, Instagram, Facebook, and Whatsapp to
users/consumers of the reviewers website/app. This is due to users of the review
website/app in this research are the travelers/consumers who are frequent internet
users. They are used to using the internet as it is efficient and not time-consuming.
Demographic profiles were shown based on gender, age, and monthly income.
Data collected was arranged using Microsoft Excel and before being able to be
processed further those data need to tested for the validity and reliability. SPSS
version 22.0 and AMOS version 22.0 were operated for testing the model, and
confirmatory factor analysis was utilized in this study. The design model was
estimated with AMOS, which is used to estimate and test structural equation
models (SEMs) (Abubakar & Ilkan, 2016). Before the hypothesizes could be
tested, the model passes goodness of fit with the criteria of X2-Chi Square is P ≤
0.05, CMIN/DF (0.05 ≤ CMIN/DF ≤ 5), RMSEA (0.05 ≤ RMSEA ≤ 0.08), GFI
17
(0.80 ≤ GFI ≤ 0.90), TLI (TLI ≥ 0.90), CFI (CFI ≥ 0.90), and IFI (IFI ≥ 0.90). In
order to check the validity of each variable, there are several criteria that have to
be passed. The first criteria are Kaiser Mayer Olkin (KMO) and Bartlett’ test
table. The result for KMO has to be greater than or equal to 0.5, and Bartlett’s has
to be less than 0.5 to find out the significant value. Then, in communalities table,
the value of every factor must be greater than 0.5. For total variance explained the
cumulative value should be greater than 60%. Lastly, rotated component matrix
showed the order of each factor which brings more significant influence, which
the result has to be greater than 0.44. Therefore, Cronbach Alpha formula was
used to measure the reliability of each variable. The researcher needs the value of
Cronbach Alpha higher than 0.6 to be required as reliable and qualified. Before
any hypothesis being tested, a thorough model fit need to be tested. the model
needs to pass the goodness of fit criteria which are the Critical Ratio (C.R.) for
each hypotheses should be >1.96 with the P value less than 0.05. While for the
multiple R squared shown in the table of Squared Multiple Correlations, the result
of R2
should be greater than 0.07 so that the relation can be categorized as
significant (Haba, Hassan, & Dastane, 2017).
18
CHAPTER IV
RESULTS AND DISCUSSION
This fourth chapter shows and analyzed the results of Validity and
Reliability test through the parameters of KMO and Bartlett’s Test,
Communalities, Total Variance Explained, and Rotated Component Matrix to
tested the validity and reliabilty of each variables of the data collected on this
research. Next, this chapter also explained and described the demographic profiles
of the respondents on this research. The descriptive analysis of these study’s
variables (Hotel Review, e-Trust, Booking Intention) are described, as well as the
Inferential Analysis for the hypotheses tested was explained on this chapter. Last,
the results was interpreted through several discussion by comparing with the
previous study.
4.1 Validity and Reliability Test
Thesting the construct validity through factor analysis resulting on the
KMO and Bartlett’s test of all variable that has passed the criteria of 0.5 which is
0.904 and all of variables’ Bartlett’s test show significant (0.0001). Furthermore,
the result of communalities for all of variables are ranging from 0.519 – 0.824.
The result of total variance for all variables are 69.05%. The range of factor
loading showed by rotated component matrix is 0.529 to 0.894, hence no
discriminant problem found thus they are valid. The factor one is ranging from
0.631 - 0.870, while factor two is ranging from 0.529 - 0.840, and for the factor 3
is ranging from 0.576 – 0.894. For the Cronbach’s Alpha 0.919 is greater than the
19
minimum requirement of 0.6. From the validity test also found that the items of
HR5 has to take out since it was loaded under different vàriable instead of the
variable it should be. (appendix 4.a – appendix 4.e.)
4.2 Respondents’ Profiles
The respondents of this research were people who ever used application
review of the 5-star hotels in Jakarta on the digital media such as website or
mobile application. A total of 342 data is collected, however only 332 data
collected that are usable and valid.
1. Gender
As shown from the Table 4.1, there are 332 respondents who are
participated in this research consists of 215 ( 65%) female and 117 (35%)
male adults and young adults.
2. Age
As shown in Table 4.1, the majority ages of respondents are 20- 30 years
old which has 72% with total of 238 respondents. The second biggest
group comes from people below 20 years old with 25% for 84
respondents, followed by 2% from people in 31-40 years old with 8
respondents and last is people Above 40 years old with 1% for 2
respondents.
20
3. Education
Most of respondents are S1 (Undergraduate/Bachelor'sDegree) with total
204 (62%), followed by Senior High School students with total 69 (21%),
next is people of D1-D4 (Diploma/Associate's Degree) program with total
50 (15%), then people with educational background of S2 (Master's
Degree) with 8 (2%), and the rest is people with educational background
of S3 (Doctoral) with 1 (0%).
4. Occupation
Most of respondents participated in this research are student with the
number of 256 (77%), employee with the number of 55 (16%),
entrepreneur with the number of 9 (3%), and the rest are other occupation
with the number of 12 (2%).
5. Monthly Income
Based on Table 4.1, since the respondents are dominated by Students, the
result shows that most of them have their own monthly allowance for
about IDR 1,000,000 – IDR 3,000,000 with percentage of 31% or 105
respondents. Then, it followed by 20% or 67 respondents who have
monthly income for about IDR 500,000 – IDR 1,000,000. In the smaller
number, 16% or 53 respondents chose below IDR 500,000. Followed by
15% or 49 respondents who choose IDR 3,000,000 – IDR 5,000,000. Also
there are 12% or 39 respondents who choose above IDR 5,000,000. Last
21
total of 6% or 19 respondents are choosing other nominal of monthly
income.
6. Hotel Purposes
Most of respondents are choosing leisure as their hotel purposes with the
total number of 287 (86%), while the rest is respondents who choose
business as their hotel purposes with total number of 45 (14%).
7. Citizenship
As shown from Table 4. 1, almost all of the respondents are Indonesian
with 331 (100%) total number of respondents, while there only 1 (0%)
foreigner who participated in this research.
4.3 Descriptive Analysis
1. Hotel Review
Table 4.1 presents the answer of each respondent data summary towards
Hotel Review questions. Majority of respondents agree with the statement
that stated the reviews helped them to make a decision of hotel booking
(33,0%). They extremely agree that they read Hotel Reviews before
booking the hotel (37,0%). The respondents also extremely agree that the
Table 4. 1 Demographic
Table 4. 1 Hotel Review Data Summary
22
information of hotel reviews was Valuable (36,0%) and Useful (39,5%).
About 32,8% of the respondents agree that using hotel review is useful to
book the hotel.
2. e-Trust
Table 4.2 presents the answer of each respondent data summary towards e-
Trust questions. Majority of respondents somewhat agree that they trust
Hotel reviews from the reviewers (34,9%). They agree that Hotel Reviews
from the reviewers are effective to build trust through hotel websites
(35,5%). The respondents also somewhat believe that previous reviewers
wrote hotel reviews sincerely (27,4%) and that hotel websites are impartial
while publishing the hotel reviews (30,4%). Then about 34,6%
respondents agree that the number of reviewers is important for them as
the content to build trust.
3. Booking Intention
Table 4.3 presents the answer of each respondent data summary towards
Booking Intention questions. Majority of respondents agree that they are
willing to book hotel rooms from hotel review websites (32,2%). They
somewhat also plan to book hotel rooms from hotel review websites
(28,9%) and after reading the reviews about the Hotel, it is very likely that
they would book a room at the hotel (31,3%). The respondent choosing
Table 4. 2 e-Trust Data Summary
Table 4. 2 e-Trust Data Summary
23
neutral for the statement that stated they expect to booking hotel online in
the near future (intention) (22,6%) and They intend to search for booking
the hotel in the near future (21,1%).
4.4 Inferential Analysis
A Structural Equation Modeling (SEM) was conducted by using 3
variables, which are: Hotel Review (HR), e-Trust (TR), Booking Intention (BI).
The function of SEM is to test the conceptual models and the hypothesis. Drawing
a path diagram is the first step in creating SEM analysis. (Appendix 4.f)
The reliability of the indicators (endogenous variables) presented by the Squared
Multiple Correlations. The squared multiple correlation value of the e-Trust
variables is considered as reliable since it is greater than 0.07 (55,4% is estimated
that the predictors of e_Trust explain 55,4 percent of its variance. In other words,
the error variance of e_Trust is approximately 44,6 percent of the variance of
e_Trust itself), as well as the Booking Intention variable (68% is estimated that
the predictors of Booking_Intention explain 67,7 percent of its variance. In other
words, the error variance of Booking_Intention is approximately 32,3 percent of
the variance of Booking_Intention itself).
Appendix 4. f Result of Structural Equation Modeling
Appendix 4. g Squared Multiple Correlations
24
Appendix 4. h presents the model fit of SEM which indicates that the result on
X2-Chi Square has founded to be significant and the CMIN/DF is less than 5
(2,458) which means good-fit followed by RMSEA which less than 0.08 (0.066),
GFI & AGFI is greater than 0.90 (0.932) & (0.889), as well as TLI (0.952), CFI
(0.967), IFI (0.967) which passed the criteria more than 0.95. It can be concluded
that all the result was good-fit which means that all models of SEM are the model
is fit.
Appendix 4. i shows for the hypotheses of the Hotel Review towards e-Trust the
estimates of regression weight is 0.730 (means when Hotel_Review goes up by 1,
e_Trust goes up by 0,73), while for the e-Trust towards Booking Intention the
estimates of regression weight is 0.006 (means when Hotel_Review goes up by 1,
Booking_Intention goes up by 0,006), and for the Hotel Review towards Booking
Intention is 0.951 (means When e_Trust goes up by 1, Booking_Intention goes up
by 0,951). The value of Critical Ratio (C.R.) for each hypotheses of Hotel Review
towards e-Trust (10.992) and e-Trust towards Booking Intention (7.669) have
passed the standard requirement which is more than 1.96 which means the
variables are significantly influenced each other. Unfortunately, hypotheses of
Hotel Review towards Booking Intention (0.076) was found not significant due to
the CR value was less than 1.96 with the P value greater than 0.05.
Appendix 4. h Result of Model Fit SEM
Appendix 4. i Regression Weight
25
4.5 Discussion
Looking to the result and analysis, hotel review has found significantly
influenced to increase customer’s e-Trust. This finding is consistent with the
result of previous observational study from Ladhari & Michaud (2015); Abubakar
& Ilkan (2016) which claimed that the feedback from customer through hotel
review has influenced the level of trust shown toward the hotel.
From the research that have been conducted by Zhao et al., (2015) found
that online reviews significantly impact on booking intention. However after
conducting the analysis, the result on this research is not the same as previous
study. The result found that Hotel Review is not significantly influenced the
customers booking intention of 5-star Hotel. This finding could be derived from
the anonymous reviews that not significantly affect on the hotel booking intention
where the customers are more relying on their friends reviews which more trusted
rather than anonymous reviews (Richard & Guppy, 2014). Other than that
according to Stefanov (2014), the negative reviews had a negative effect on an
individual’s booking decision when it decline the probability of booking
intention from the customers. This research also found that most of respondent are
on the stages of 20-30 years old which means most of the respondents are
millennials (Kasasa, 2016). According to the research that held by Elite Daily
which mentioned by Schawbel (2015), 60% of millennials said that they were
loyal to brands that they frequently used, so that positive reviews was not enough
to demonstrated the significant effect on the booking intention, unless the brand
name was mentioned (Stefanov, 2014).
26
Last Hypotheses of the relation between e-Trust and Booking Intention
also found significantly influenced. These finding was supported by previous
researches which conducted by Sreejesh & Anusree (2016) and Wang, Law,
Denizci, et al., (2015) who found that built customers trust in the context of online
business is really important to increase the customers booking intentions of the
hotel. This findings indicates that if the customer trust is strong towards the hotel,
then their intention to booking the hotel is high as well.
27
CHAPTER V
CONCLUSIONS
5.1 Conclusions
This research is conducted to find the influence of Hotel Review Towards
e-Trust and it’s implication on customers booking intention at 5-star hotels in
Jakarta. Survey was conducted by spreading online questionnaire to people who
have experienced using an app/website of hotel review for booking a 5-star hotel
to stay in Jakarta. For hypothesis testing, Structural Equation Modeling was used.
After several processes conducted in order to reach the research objective, results
acquired:
1. This research found that Hotel Review has significant influence
towards customers e-Trust.
2. This research found that Hotel Review has no significant influence
towards customers Booking Intention.
3. This research found that e-Trust has significant influence towards
customers Booking Intention.
5.2 Future Recommendation
Indonesia is still lacking of study about the important of hotel reviews,
this research can be used as reference to expand the number of research regarding
Hotel Review. Future research can add some variables such as brand image
28
(Chang et al., 2013) and brand loyalty (Jeon & Jeong, 2011) related to hotel
review and booking intention with specified the generation to see the influences of
the hotel review to their booking intention. Not only in 5-star hotels, future
research should expand the research to other types of hotel such as 4-star hotels,
due to different star hotels may leads to different type of guests which establish
different importance based on what type of hotels that they use (Rhee & Yang,
2015). Also the research should conducted in wider geographical area such as Bali
as the well-known tourist destination to increase the validity of the study
(Kusumasondjaja et al., 2012). In terms of the business, hotel managers should
wisely monitor the derived their response to the reviews more oftens and intense
on both negative and positive reviews (Lee & Blum, 2015). They should starting
to recognize the importance of using online review websites that can help them in
transfering the honest consumers opinion much closer to the management of the
hotel (Rhee & Yang, 2015). In terms of the review sites, this research advise that
hotel reviews should promote the development of complex software or innovation
of algorithms that could help them to immediately discover fake or promotional
reviews, also the reviewers can be asked to post their receipt or other kind of
evidence from their purchase in order to communicate reliability (Filieri, 2015).
Furthermore, Hotel Review should be analyzed deeper by future researcher
because currently, there are researches that has been conducted by Zhao et al.
(2015); Paul et al. (2016); and Abubakar & Ilkan (2016) that found positive
influences of hotel review towards booking intention while on this research found
that it’s not directly influences. Future researchers have to clarify which type of
hotel review is influencing booking intention.
29
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33
APPENDICES
Pengaruh Review Hotel Terhadap Kepercayaan
Pelanggan Dan Implikasinya Terhadap Niat Pemesanan
Hotel Bintang 5 di Jakarta (The Influence of Hotel
Review Towards Customer Trust And It' s Implications
For The 5-star Hotel Booking Intention in Jakarta)
Kepada responden yang terhormat,
Perkenalkan, saya Annisa Aulia mahasiswa jurusan Bisnis Administrasi dengan
konsentrasi Hospitality and Tourism Business di President University, saat ini
saya tengah melaksanakan sebuah penelitian mengenai Pengaruh Review Hotel
terhadap kepercayaan pelanggan dan implikasinya terhadap niat pemesanan hotel
bintang 5 di Jakarta sebagai bagian dari tugas akhir saya.
Untuk waktu dan kesempatan yang telah Anda berikan dalam pengisian kuesioner
ini saya ucapkan terimakasih yang sebanyak - banyaknya.
Seluruh data yang Anda berikan akan dirahasiakan dan akan digunakan hanya
untuk kepentingan penelitian.
Salam hormat,
Annisa Aulia
Dear beloved respondents,
I am Annisa Aulia, from President University majoring in Business
Administration with the concentration of Hospitality and Tourism Business,
currently doing a research for my thesis regarding The Influence of Hotel Review
towards customer trust and its implications for the 5-star hotel booking
intention in Jakarta.
I would like to say thank you for your time in filling this questionnaire.
All the data you give to me will be concealed and used only for research purpose.
Sincerely,
Annisa Aulia
34
* Required
Profil Responden (Profile of Respondent) Jenis Kelamin (Gender) *
o Perempuan (Female)
o Laki laki (Male)
Umur (Age) *
o Dibawah 20 tahun (Below 20 years old)
o 20-30 tahun (20-30 years old)
o 31-40 tahun (31-40 years old)
o Diatas 40 tahun (Above 40 years old)
Pendidikan (Education) *
o SMA/sederajat (Senior High School)
o D1-D4 (Diploma/Associate's Degree)
o S1 (Undergraduate/Bachelor's Degree)
o S2 (Master's Degree)
o S3 (Doctoral)
Pekerjaan (Occupation) *
o Pelajar/Mahasiswa (Student)
o Ibu Rumah Tangga (Housewife)
o Karyawan (Employee)
o Pengusaha (Entrepreneur)
o Tidak bekerja (Unemployed)
o Other:
Penghasilan setiap bulan (Monthly Income) *
o Di bawah Rp 500,000
o Rp 500,000 - Rp 1,000,000
o Rp 1,000,000 - Rp 3,000,000
o Rp 3,000,000 - Rp 5,000,000
o Diatas Rp 5,000,000
o Other:
Tujuan mencari hotel (Hotel purposes) *
o Leisure
o Business
35
Kewarganegaraan (Citizenship) *
o Indonesian
o Other:
Data Pribadi (Tolong Isi nama dan No. telp untuk mengikuti undian) Personal
Data (Please fill your name and mobile no. to join the lucky draw) :
....................................................................................................................................
...
Pengetahuan Dasar (Basic knowledge) Nama Hotel bintang 5 di Jakarta yang anda ketahui ( 5 star Hotel in Jakarta that
you know) *
Check all that apply.
o Pullman Jakarta Indonesia
o Raffles Jakarta
o The Ritz-Carlton Jakarta, Mega Kuningan
o The Ritz-Carlton Jakarta, Pacific Place
o Four Seasons Hotel Jakarta
o Other:
Situs pengulas hotel yang sering anda kunjungi (hotel review sites that you visit
frequently) *
Check all that apply.
o Situs Hotel (Hotel Website)
o
Agoda
o
Traveloka
o
PegiPegi
36
o
Trivago
o Other:
Ulasan Hotel (Hotel Review)
*Mark one number with circle for each question/ Tandai satu nomor dengan
lingkaran untuk setiap pertanyaan
Ulasan hotel membantu saya dalam membuat keputusan untuk memesan
hotel (The reviews helped me in make a decision to book the hotel) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Saya membaca ulasan Hotel sebelum memesan hotel (I read Hotel Reviews
before booking the hotel) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Informasi ulasan hotel itu berharga/penting (The information of hotel reviews
was Valuable) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Informasi ulasan hotel itu berguna (The information of hotel reviews was
Useful) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
37
Informasi ulasan hotel kredibel (dapat dipercaya) (The information of hotel
reviews was Credible) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Menggunakan ulasan hotel berguna untuk memesan hotel (Using hotel review
is useful to book the hotel) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Kepercayaan Elektronik (e-Trust)
*Mark one number with circle for each question/ Tandai satu nomor dengan
lingkaran untuk setiap pertanyaan
Saya percaya ulasan hotel dari pengulas (I believe the hotel reviews from the
reviewers) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Ulasan hotel dari para pengulas efektif untuk membangun kepercayaan
melalui situs ulasan hotel (Hotel Reviews from the reviewers are effective to
build trust through hotel review websites) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Saya percaya bahwa pengulas sebelumnya menulis ulasan hotel dengan tulus
(I believe that previous reviewers wrote hotel reviews sincerely) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
38
Saya percaya bahwa situs ulasan hotel tidak memihak saat menerbitkan
ulasan hotel (I believe that hotel review websites are impartial while
publishing the hotel reviews) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Jumlah pengulas itu penting bagi saya sebagai konten untuk membangun
kepercayaan (The number of reviewers is important for me as the content to
build trust) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Niat Memesan (Booking Intention) *Mark one number with circle for each question/ Tandai satu nomor dengan
lingkaran untuk setiap pertanyaan
Saya bersedia memesan kamar hotel dari situs ulasan hotel (I am willing to
book hotel rooms from hotel review websites) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Saya berencana memesan kamar hotel dari situs ulasan hotel (I plan to book
hotel rooms from hotel review websites) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Setelah membaca ulasan tentang Hotel, sangat mungkin saya akan memesan
kamar di hotel (After reading the reviews about the Hotel, it is very likely that
I would book a room at the hotel) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
39
Saya berharap untuk pemesanan hotel online dalam waktu dekat (niat) (I
expect to booking hotel online in the near future (intention)) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
Saya berniat untuk mencari pemesanan hotel dalam waktu dekat (I intend to
search for booking the hotel in the near future) *
Extremely Disagree
(Sangat tidak setuju) 1 2 3 4 5 6 7
Extremely Agree
(Sangat Setuju)
***Thank you for your particpating on this questionnaire***
46
Hotel Review e-Trust Booking Intention
HR1 HR2 HR3 HR4 HR6 TR1 TR2 TR3 TR4 TR5 BI1 BI2 BI3 BI4 BI5
5 5 5 5 5 4 5 2 5 5 5 5 5 5 5
5 5 5 5 5 4 4 5 3 5 5 5 5 5 5
5 4 5 5 5 4 4 5 3 3 4 2 4 1 1
5 5 5 5 5 4 5 4 3 5 5 5 5 5 5
4 4 5 5 5 4 4 4 4 4 4 3 3 3 3
4 2 4 5 4 5 5 4 2 4 5 4 4 2 4
4 5 5 4 4 4 5 3 3 4 4 4 5 5 4
4 4 5 4 4 3 4 4 4 3 4 4 4 4 2
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
5 7 7 7 6 6 6 5 5 7 5 3 3 3 3
6 7 5 6 5 4 5 4 4 6 5 5 6 5 5
7 7 7 6 6 5 5 6 6 6 6 6 6 6 6
5 5 5 5 5 4 5 4 5 6 5 4 5 3 3
7 7 7 7 7 7 7 4 5 7 7 7 7 7 7
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
6 5 6 6 6 5 5 5 5 5 6 6 5 4 4
4 4 4 4 7 6 3 2 5 5 5 5 3 4 6
7 7 7 7 7 6 7 6 6 7 6 6 6 5 5
5 6 6 6 6 6 6 7 6 7 5 6 6 7 7
7 7 4 4 4 6 6 6 6 7 4 4 4 4 5
6 5 5 5 4 4 5 5 5 5 4 4 4 3 3
6 5 6 5 5 5 5 5 5 6 5 6 7 6 6
6 6 5 6 5 5 6 5 5 5 6 6 5 3 4
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
5 7 5 6 5 3 6 4 4 6 5 6 6 6 2
5 6 5 5 4 4 6 4 6 6 5 5 5 3 3
6 6 7 7 6 6 6 6 5 6 7 7 7 5 5
6 6 6 6 7 6 7 7 6 6 6 6 6 6 4
5 7 5 7 5 5 5 4 5 5 5 6 5 4 3
47
5 5 6 6 5 5 5 5 5 4 6 6 5 5 5
7 7 7 7 7 6 7 7 6 7 7 7 7 6 6
3 3 4 4 3 4 2 6 4 3 4 1 5 3 2
6 7 7 7 7 5 7 5 5 6 6 5 6 6 6
7 5 7 7 5 5 7 4 4 3 6 5 5 4 4
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
7 7 7 7 7 4 6 4 3 4 7 5 4 3 3
5 6 6 6 5 5 5 5 5 5 4 4 5 3 2
7 7 7 7 7 7 7 6 6 7 7 7 7 5 6
6 4 6 6 4 5 6 3 3 7 5 5 6 3 3
6 7 3 4 6 6 7 7 4 4 7 7 2 2 4
6 6 6 6 7 3 6 4 4 7 5 5 5 4 4
5 6 6 5 6 4 6 6 4 6 6 6 5 3 3
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 4 5 5
6 7 6 7 6 6 6 6 5 6 4 4 4 1 1
7 7 7 7 7 5 7 6 5 7 6 6 7 7 7
7 7 7 7 7 7 7 7 7 7 7 4 7 5 5
5 6 6 6 6 6 6 6 6 6 6 6 6 6 6
6 6 6 5 5 4 5 5 5 6 5 4 5 4 4
5 2 5 6 6 3 3 2 3 3 4 5 5 3 3
4 6 7 5 6 3 3 3 3 4 4 4 4 4 4
6 6 6 6 6 6 6 6 6 6 6 6 6 6 6
6 5 7 7 6 6 7 5 5 6 7 7 7 7 6
7 7 7 7 7 5 7 5 6 7 7 7 7 7 7
6 6 6 6 6 5 6 5 4 5 6 5 5 4 4
7 7 6 6 7 5 5 6 6 7 5 5 6 2 3
5 6 6 6 6 4 7 4 4 5 5 5 5 4 3
7 7 7 7 7 4 5 4 4 5 6 5 6 4 3
5 7 4 5 4 4 5 3 4 4 4 4 4 4 4
5 5 6 6 5 3 5 6 5 6 3 5 5 2 2
48
4 4 5 4 6 5 6 5 6 6 6 7 6 5 6
5 5 4 5 4 3 5 3 3 4 4 4 4 2 4
5 6 6 6 5 4 6 5 5 5 5 5 6 4 3
5 6 7 7 7 7 7 6 6 5 6 6 5 6 5
6 5 6 6 6 6 6 7 6 6 6 6 6 6 6
6 6 6 6 4 4 5 5 5 5 3 3 4 3 3
5 5 5 6 6 6 6 4 4 5 6 6 5 5 4
5 5 6 6 5 5 5 5 5 5 4 4 5 2 2
7 6 6 7 7 6 7 6 5 7 6 6 6 2 3
5 6 6 6 6 6 6 7 6 6 6 4 6 4 4
5 5 5 5 6 3 6 5 5 5 5 5 1 3 3
4 6 6 6 6 5 5 5 5 5 5 5 5 5 5
7 5 7 6 6 4 6 4 6 6 4 6 5 6 3
6 7 7 6 6 6 6 6 5 6 7 6 7 5 5
6 6 6 6 5 5 6 5 5 6 5 5 6 3 3
6 7 6 6 7 5 5 4 4 5 6 5 5 4 6
4 3 5 5 1 2 2 2 2 5 4 4 4 5 5
5 7 7 6 5 4 5 4 5 5 6 5 5 3 3
5 5 6 5 6 6 6 6 6 6 6 6 6 4 4
6 6 6 5 5 5 6 5 5 5 5 4 4 3 3
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
5 6 5 5 6 5 5 5 4 5 5 5 5 5 5
6 6 6 6 6 6 6 6 6 6 6 6 5 4 4
6 6 7 7 7 6 7 6 6 7 7 7 6 6 7
6 7 7 7 6 6 6 6 6 6 6 6 6 5 4
5 6 6 5 6 4 6 5 3 5 6 4 5 5 6
7 7 7 7 7 4 7 3 4 7 5 7 6 6 1
5 3 4 4 4 5 4 4 5 4 5 4 5 4 5
6 5 5 5 5 5 5 5 5 6 6 7 6 4 4
7 5 7 7 7 5 7 6 5 6 7 7 7 7 7
5 5 6 6 6 5 5 4 4 5 5 5 5 2 2
49
6 5 5 6 5 5 5 4 4 5 5 4 4 3 4
7 7 7 7 7 5 7 6 5 7 6 6 7 5 2
5 5 4 5 5 4 4 4 4 5 4 4 4 4 4
6 5 7 7 6 6 6 6 7 7 7 7 6 4 4
4 4 4 4 5 5 5 5 5 5 5 5 5 1 1
6 6 6 6 5 5 5 5 5 5 5 5 5 3 3
1 7 4 5 3 2 2 2 7 6 6 7 7 7 7
5 6 5 6 6 6 5 6 6 6 6 6 5 6 6
5 7 7 7 6 6 6 6 4 7 6 6 6 6 6
7 6 6 6 7 5 5 6 5 7 3 2 5 1 1
5 6 6 6 6 5 5 5 5 5 6 6 5 3 3
6 7 6 7 6 4 5 5 6 7 4 5 5 4 4
5 6 6 6 6 4 5 5 5 5 5 5 5 5 5
5 6 6 5 7 6 6 7 7 6 6 7 4 7 6
3 2 2 4 3 1 5 3 2 2 4 3 2 1 1
6 6 6 6 6 5 6 4 6 3 4 4 5 4 4
5 6 5 5 4 4 5 3 5 5 5 3 5 3 3
6 6 6 6 5 5 6 4 3 6 5 5 6 4 4
5 6 6 6 6 4 5 4 5 5 5 5 6 1 1
6 6 6 7 6 5 5 5 5 5 6 6 4 2 2
7 7 5 5 5 7 6 7 7 7 7 7 7 1 1
6 6 6 6 5 4 6 4 5 7 5 5 5 5 5
6 6 5 5 6 5 6 5 6 6 6 5 6 6 6
6 6 7 7 7 6 7 7 7 7 7 7 4 3 3
7 7 7 7 7 5 5 7 7 6 7 6 6 4 4
5 4 5 5 6 5 6 4 4 5 6 6 3 3 3
6 5 6 6 4 5 5 4 5 5 5 5 5 4 4
4 6 6 7 6 4 4 5 5 6 4 6 5 3 4
7 6 7 5 7 5 6 5 6 7 6 7 5 5 6
5 6 6 7 7 6 6 6 6 6 6 6 6 6 6
7 7 7 7 7 7 7 7 7 4 6 6 6 4 4
50
7 7 7 7 1 6 7 6 4 7 1 1 7 1 1
6 5 6 6 6 5 6 5 5 6 5 5 5 4 4
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
6 6 5 5 6 5 6 5 6 5 5 5 5 4 4
6 6 7 7 6 5 6 5 6 7 6 5 6 5 5
6 7 7 6 5 4 5 6 6 5 4 4 4 2 2
7 7 7 7 7 7 7 7 7 7 7 5 7 5 5
4 6 7 7 4 4 6 2 4 6 6 6 7 6 6
4 7 7 7 7 3 5 5 4 4 4 4 4 4 3
7 6 7 7 7 7 7 7 7 7 7 7 7 7 7
7 7 7 7 7 5 6 5 6 7 6 6 6 6 6
6 6 6 6 7 6 7 6 6 6 6 6 6 6 6
4 5 5 5 4 4 6 6 5 6 5 5 5 3 3
6 6 6 6 6 5 6 5 5 6 6 6 6 6 6
6 5 7 4 6 4 5 7 3 6 4 5 6 2 3
6 6 6 5 5 5 6 6 5 6 5 6 5 6 5
7 5 7 7 7 5 5 5 5 6 6 6 5 4 3
6 6 6 6 6 6 6 5 5 5 5 4 4 6 6
7 7 7 7 4 4 5 4 6 7 5 6 6 5 5
5 5 5 7 5 6 5 6 5 7 5 5 6 4 5
6 6 5 7 5 4 5 4 3 7 4 4 5 5 5
5 7 5 7 4 4 5 3 3 5 6 5 5 3 3
6 7 6 7 4 5 6 6 7 5 7 6 7 6 7
5 7 5 6 5 4 4 6 6 6 5 5 5 3 3
6 7 7 7 6 6 6 3 5 7 6 6 4 7 4
7 7 7 7 7 6 6 5 5 7 7 7 5 3 3
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 5 6 6 5 6 4 4 3 1 1
4 2 6 7 6 3 6 4 4 6 5 4 6 3 4
7 7 7 7 7 6 6 6 6 6 7 7 7 7 7
7 7 7 7 7 6 7 7 7 5 7 7 7 7 5
51
5 6 5 5 5 3 4 3 5 4 3 5 3 5 5
7 7 7 7 7 4 6 3 4 4 6 6 5 5 5
7 7 7 7 7 5 7 4 7 7 6 6 5 4 3
6 7 6 7 5 3 4 4 4 6 4 4 5 4 4
4 7 5 5 5 4 4 4 4 4 7 7 7 7 7
6 6 6 6 6 5 5 5 4 4 6 6 5 7 7
7 7 7 7 7 7 7 7 7 7 7 7 7 1 1
6 6 6 6 5 4 5 4 4 5 6 5 6 4 4
7 7 5 7 7 5 6 6 5 7 5 3 5 5 1
5 4 4 4 4 4 4 4 4 4 4 4 4 2 2
5 5 5 5 5 4 4 4 4 4 4 4 4 4 4
7 6 6 6 5 5 6 6 7 7 7 6 5 5 4
6 7 7 7 5 6 7 3 6 7 7 5 5 2 2
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
5 6 6 6 5 5 5 5 5 5 5 4 4 3 3
7 7 7 6 6 5 5 5 5 6 6 6 6 6 5
6 6 6 6 5 5 5 5 5 5 5 5 5 5 5
5 5 7 7 5 4 5 4 4 6 5 5 5 3 1
3 3 3 3 3 3 3 3 3 3 3 3 3 4 3
5 5 4 4 4 4 4 3 3 3 2 2 3 1 1
6 6 6 7 6 6 6 6 6 6 7 7 7 7 7
7 5 6 6 5 5 5 5 4 6 4 5 4 4 1
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
5 5 5 5 7 7 7 7 7 7 6 6 6 7 7
4 4 3 3 4 5 7 5 5 6 6 5 5 6 4
5 6 7 6 7 5 6 5 6 6 7 6 6 6 6
6 6 6 5 5 5 5 5 6 4 6 5 6 6 5
6 6 6 6 6 6 6 6 6 6 5 5 5 4 2
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
7 7 5 5 7 6 6 7 7 6 6 6 5 5 6
4 5 5 5 5 3 5 5 5 5 5 5 5 5 2
52
6 5 6 7 7 7 7 7 7 7 7 7 7 7 7
7 7 5 5 6 6 7 5 5 6 7 7 5 6 7
6 6 5 6 6 6 6 5 5 5 5 5 5 3 3
5 5 5 5 6 5 5 5 5 5 4 4 4 4 3
6 7 6 6 6 6 4 5 4 7 6 6 5 7 6
5 4 4 4 4 4 4 3 4 4 4 3 3 3 3
6 7 6 7 5 5 5 5 5 6 6 7 6 6 6
6 7 6 6 5 4 6 4 4 6 6 6 3 5 5
7 7 7 7 7 5 7 6 7 7 7 7 6 5 5
5 5 6 6 6 5 6 6 6 5 6 6 6 6 6
7 7 7 7 5 5 6 6 6 6 7 7 7 6 3
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
7 7 7 7 7 5 6 7 7 7 5 5 5 6 5
7 7 7 7 7 6 6 6 5 6 6 6 6 6 6
6 6 6 6 6 5 5 5 4 5 5 5 5 4 4
7 7 7 7 6 5 7 6 6 7 7 7 6 4 4
6 6 6 6 6 6 6 6 6 6 6 6 6 6 6
4 4 5 5 4 4 4 4 4 4 5 5 4 4 4
6 6 6 6 6 6 6 6 5 6 6 6 6 3 3
7 7 7 7 7 7 7 7 7 5 4 4 5 4 4
7 4 6 7 6 4 7 6 6 7 4 4 4 4 4
6 6 6 7 7 7 7 7 7 7 7 7 7 7 7
5 5 6 5 5 4 4 4 4 6 5 6 5 4 4
7 7 7 7 7 7 7 6 6 6 5 5 6 5 5
6 5 6 6 6 6 5 4 4 5 5 5 3 2 2
6 5 6 6 6 6 5 4 4 5 5 5 3 2 2
7 7 7 7 7 7 7 6 6 7 5 5 7 5 7
7 7 7 7 6 7 6 7 7 7 7 7 7 5 6
6 6 6 5 5 5 5 5 4 5 5 5 5 5 5
6 6 6 6 6 5 6 6 5 5 6 6 6 6 2
6 5 6 6 6 6 6 6 5 4 6 6 1 1 1
53
4 3 7 7 5 3 5 6 6 6 6 5 5 5 5
6 7 6 6 5 5 6 5 5 6 5 5 6 5 5
7 7 6 7 7 6 6 7 6 6 6 6 7 7 6
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
6 6 6 6 6 5 6 5 5 5 5 5 5 5 5
6 6 7 6 6 5 6 6 5 6 6 6 6 5 5
7 7 7 7 5 5 5 6 5 5 6 6 6 3 3
6 6 7 6 7 5 6 5 5 6 7 7 6 3 3
5 6 5 6 5 4 6 5 5 6 6 6 6 6 6
6 6 6 6 6 6 6 6 6 6 6 6 5 3 6
7 7 7 7 7 6 7 7 7 7 7 7 7 6 7
7 7 7 7 6 6 7 6 6 6 6 6 7 7 7
6 7 7 7 7 5 5 6 7 7 4 5 7 7 7
7 7 7 7 6 5 5 6 6 6 6 6 6 4 4
6 6 6 6 6 5 5 5 5 5 4 5 5 4 1
5 4 4 4 4 4 5 4 4 4 4 4 4 5 7
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
6 5 5 6 6 5 6 6 6 6 6 2 4 2 2
5 4 6 6 5 5 5 4 5 5 6 5 5 4 4
5 6 6 6 6 6 6 6 6 6 5 5 5 4 4
7 7 7 7 7 7 7 7 7 7 7 7 7 4 4
6 6 5 5 6 7 4 7 6 7 7 6 7 5 6
6 6 7 7 6 6 7 7 6 6 5 6 6 5 4
6 6 6 6 6 6 6 6 6 6 6 6 3 4 4
5 4 4 5 5 5 4 4 3 6 5 3 4 5 3
6 7 7 6 6 5 6 6 7 7 7 7 5 5 3
7 5 3 3 3 6 6 6 1 6 7 7 7 1 6
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
7 7 7 7 7 6 7 5 6 7 7 7 7 7 7
6 6 7 6 7 6 6 6 6 6 6 6 6 6 6
4 4 5 4 4 4 4 4 4 3 4 4 4 3 3
54
5 6 7 7 7 4 4 4 4 6 5 5 5 6 5
6 7 6 6 5 5 6 4 4 6 5 5 6 3 3
6 7 5 4 5 6 6 5 6 5 6 6 4 5 4
4 6 7 6 5 4 5 4 6 5 4 5 6 7 5
7 7 7 7 7 5 7 4 4 7 7 7 7 4 4
6 7 7 7 6 6 6 4 4 6 6 6 6 3 3
7 7 7 7 7 5 6 6 5 7 7 7 7 7 7
6 5 6 6 6 5 5 6 5 6 4 6 6 5 6
6 5 6 6 6 4 5 5 5 7 6 6 6 4 3
7 7 7 7 6 6 6 6 6 5 6 6 6 5 5
5 6 6 7 6 6 6 6 6 6 6 5 6 4 4
7 7 6 6 6 5 5 5 5 6 5 5 5 4 4
7 7 7 7 7 5 7 4 4 7 7 4 4 1 1
7 7 7 7 5 4 7 4 3 5 5 6 7 5 6
5 5 5 7 6 5 7 6 5 6 7 7 6 6 6
5 6 5 7 6 4 4 6 5 6 3 5 5 2 2
5 6 6 6 6 6 6 6 6 6 6 6 6 6 6
5 5 5 5 5 4 5 4 4 5 5 5 5 5 5
4 4 4 5 5 4 4 5 5 5 4 4 4 4 3
6 6 6 6 4 5 5 4 5 5 5 5 5 5 5
7 6 7 7 7 5 5 5 4 5 6 6 7 3 3
6 5 6 6 5 5 6 5 6 4 6 6 5 6 5
6 7 6 7 6 5 6 6 5 6 6 6 6 6 6
6 6 6 6 5 5 5 6 5 4 4 4 5 5 3
6 6 6 6 6 6 6 6 6 6 6 6 6 4 4
7 3 4 4 5 6 6 6 6 6 6 6 6 7 7
4 4 4 4 5 3 3 3 4 4 3 3 3 6 3
6 5 6 7 7 6 6 7 6 6 5 5 6 6 6
6 7 6 6 6 6 6 4 6 6 6 6 7 7 7
6 6 6 7 7 6 6 6 5 5 5 4 4 4 4
5 3 7 5 5 5 5 4 4 4 4 4 4 4 3
55
6 6 7 7 7 6 6 4 6 6 6 6 6 6 4
5 5 6 6 5 4 5 5 4 5 4 4 5 6 4
4 4 4 4 4 4 4 4 4 4 4 2 3 2 2
7 7 5 4 5 2 2 3 1 4 1 1 2 1 1
4 5 5 5 4 4 5 5 4 5 5 5 5 4 3
3 3 4 4 3 3 4 5 5 5 3 3 3 4 4
5 5 5 5 5 4 5 5 4 6 6 5 5 1 1
6 5 6 6 6 5 6 5 5 4 5 6 6 7 7
7 7 7 7 7 3 6 4 5 1 1 1 6 1 1
6 7 6 7 6 6 6 6 7 7 6 5 5 3 3
6 6 6 6 6 5 6 6 7 6 6 6 6 4 4
7 7 6 7 6 5 5 5 5 5 6 5 6 5 5
4 4 6 6 6 5 4 5 4 5 5 4 4 4 5
5 4 4 6 6 7 7 7 4 3 5 5 5 3 3
6 7 6 6 6 5 7 5 6 6 6 4 4 3 4
7 7 7 7 7 7 7 7 7 7 7 7 6 5 7
5 7 5 5 5 5 5 5 4 6 5 5 5 4 4
6 6 6 6 6 5 5 5 5 6 5 5 6 6 6
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
7 7 7 7 7 5 5 5 6 6 6 5 5 5 5
5 5 4 5 5 5 4 4 4 3 5 5 4 4 3
7 7 7 7 5 5 6 5 5 6 5 5 5 4 5
6 7 7 6 6 6 6 4 4 6 6 6 5 4 4
5 5 5 5 5 4 4 4 4 4 5 5 5 5 5
7 7 7 7 7 5 6 5 7 7 5 5 4 4 4
6 6 6 7 6 5 6 6 6 6 6 6 6 6 6
2 7 7 7 5 4 4 4 2 5 2 1 3 1 1
7 5 5 5 5 4 7 4 5 5 4 4 4 3 3
7 7 7 5 3 1 3 3 7 4 2 2 7 2 1
5 5 7 7 7 3 5 3 1 7 4 4 5 2 3
6 6 6 6 6 5 6 5 4 4 6 3 4 3 3
56
7 6 7 6 6 4 6 4 4 4 5 4 4 6 1
7 7 7 7 6 6 7 7 6 6 7 7 6 6 7
7 6 6 6 7 5 6 5 5 6 7 7 7 7 7
7 7 7 7 7 5 7 5 6 7 7 7 7 7 7
7 7 6 5 5 6 6 7 6 6 7 7 7 4 4
7 7 7 7 7 4 4 2 1 2 6 6 6 3 3
5 5 5 5 5 4 5 4 3 4 6 6 4 3 3
5 5 5 5 5 6 5 5 5 4 4 5 5 5 5
6 6 6 5 6 5 6 6 7 6 7 7 7 4 4
5 6 4 4 7 6 5 4 6 7 5 6 5 6 6
7 7 7 7 7 5 7 6 5 7 5 5 5 3 3
7 7 7 7 7 7 6 6 6 5 6 6 7 5 5
7 7 7 7 7 7 7 6 7 6 7 7 7 7 7
5 5 6 6 5 4 5 5 5 5 6 6 6 5 5
6 7 5 7 7 6 5 6 7 6 6 7 6 6 7
7 5 5 5 5 6 6 6 6 6 7 7 7 7 7
6 6 6 7 6 6 6 5 6 5 6 5 4 2 3
7 7 7 7 6 5 5 7 4 7 7 7 6 5 5
5 4 7 4 5 6 4 7 5 6 5 3 7 5 6
7 6 6 7 7 4 5 4 4 5 5 5 6 5 5
4 7 7 7 7 7 7 6 6 6 6 6 6 6 6
5 3 4 6 4 5 5 4 4 6 5 5 5 5 4
3 3 4 4 6 6 7 6 7 7 6 6 7 7 7
7 6 7 7 7 5 6 4 7 7 7 7 7 7 7
57
Appendix 4.a KMO-MSA and Bartlett's Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,904
Bartlett's Test of Sphericity Approx. Chi-Square 3262,738
df 105
Sig. ,000
Appendix 4.b Communalities
Communalities
Initial Extraction
HR1 1,000 ,637
HR2 1,000 ,626
HR3 1,000 ,796
HR4 1,000 ,788
HR6 1,000 ,600
TR1 1,000 ,754
TR2 1,000 ,690
TR3 1,000 ,756
TR4 1,000 ,627
BI2 1,000 ,689
BI3 1,000 ,585
BI4 1,000 ,817
BI5 1,000 ,824
TR5 1,000 ,519
BI1 1,000 ,649
Extraction Method: Principal
Component Analysis.
58
Appendix 4.c Total Variance Explained
Total Variance Explained
Compon
ent
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulativ
e % Total
% of
Variance
Cumulativ
e % Total
% of
Variance
Cumulativ
e %
1 7,334 48,894 48,894 7,334 48,894 48,894 3,707 24,714 24,714
2 1,897 12,645 61,539 1,897 12,645 61,539 3,475 23,167 47,881
3 1,127 7,512 69,051 1,127 7,512 69,051 3,176 21,170 69,051
4 ,740 4,934 73,985
5 ,638 4,251 78,236
6 ,540 3,603 81,838
7 ,479 3,195 85,033
8 ,456 3,037 88,070
9 ,362 2,410 90,480
10 ,348 2,320 92,800
11 ,289 1,924 94,725
12 ,268 1,784 96,508
13 ,206 1,372 97,881
14 ,170 1,134 99,014
15 ,148 ,986 100,000
Extraction Method: Principal Component Analysis.
59
Appendix 4.d Rotated Component Matric Rotated Component Matrix
a
Component
1 2 3
HR3 ,870
HR4 ,862
HR2 ,753
HR1 ,701
HR6 ,631
TR3 ,840
TR1 ,796
TR4 ,708
TR2 ,675
TR5 ,529
BI4 ,894
BI5 ,887
BI2 ,676
BI3 ,606
BI1 ,576
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.a
a. Rotation converged in 5 iterations.
Appendix 4.e Reliability Test of Hotel Review
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
,878 ,880 5
60
Appendix 4.f Reliability Test of e-Trust
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
,870 ,870 5
Appendix 4.g Reliability Test of Booking Intention
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
,870 ,876 5
Appendix 4.h Result of Structural Equation Modeling
Appendix 4.i Squared Multiple Correlations
Squared Multiple Correlations: (Group number 1 - Default model)
61
Estimate
e_Trust ,554
Booking_Intention ,677
BI1 ,725
BI2 ,611
BI3 ,559
BI4 ,314
BI5 ,380
TR5 ,506
TR4 ,482
TR3 ,483
TR2 ,649
TR1 ,658
HR1 ,682
HR2 ,589
HR3 ,527
HR4 ,553
HR6 ,722
Appendix 4.j Result of Model Fit SEM
Indicator Cut-Off Value Result Evaluation
X2-Chi Square P ≤ 0.05 0.000 Accepted
CMIN/DF 0.05 ≤ CMIN/DF ≤ 5 2.458 Good-fit
RMSEA 0.05 ≤ RMSEA ≤ 0.08 0.070 Good-fit
GFI 0.80 ≤ GFI ≤ 0.90 0.932 Good-fit
AGFI 0.80 ≤ AGFI ≤ 0.90 0.889 Good-fit
TLI TLI ≥ 0.90 0.952 Good-fit
CFI CFI ≥ 0.90 0.967 Good-fit
62
IFI IFI ≥ 0.90 0.967 Good-fit
Appendix 4.k Regression Weight
Regression Weights: (Group number 1 - Default model)
Estimate S.E. C.R. P Label
e_Trust <--- Hotel_Review ,730 ,066 10,992 ***
Booking_Inte
ntion
<--- Hotel_Review ,006 ,084 ,076 ,939
Booking_Inte
ntion
<--- e_Trust ,951 ,124 7,669 ***
HR6 <--- Hotel_Review 1,000
HR4 <--- Hotel_Review ,804 ,064 12,564 ***
HR3 <--- Hotel_Review ,786 ,063 12,383 ***
HR2 <--- Hotel_Review ,939 ,077 12,213 ***
HR1 <--- Hotel_Review ,952 ,073 13,028 ***
TR1 <--- e_Trust 1,000
TR2 <--- e_Trust ,953 ,060 15,779 ***
TR3 <--- e_Trust ,922 ,061 15,174 ***
TR4 <--- e_Trust ,940 ,071 13,176 ***
TR5 <--- e_Trust ,874 ,070 12,554 ***
BI5 <--- Booking_Inten
tion
1,000
BI4 <--- Booking_Inten
tion
,861 ,055 15,712 ***
63
BI3 <--- Booking_Inten
tion
,839 ,082 10,202 ***
BI2 <--- Booking_Inten
tion
,947 ,082 11,499 ***
BI1 <--- Booking_Inten
tion
,945 ,088 10,727 ***
Table 1.1 10 Of The Highest Rated Hotels On Tripadvisor
No. Hotels Brand Star Classification
1. Raffles Jakarta 5-star hotel
2. The Ritz-Carlton Jakarta, Mega Kuningan 5-star hotel
3. The Ritz-Carlton Jakarta, Pacific Place 5-star hotel
4. Mandarin Oriental Jakarta 5-star hotel
5. Four Seasons Hotel Jakarta 5-star hotel
6. The Hermitage Jakarta 5-star hotel
7. Grand Whiz Poins Square 4-star hotel
8. Hotel Mulia Senayan, Jakarta 5-star hotel
9. Fairmont Jakarta 5-star hotel
10. The Westin Jakarta 5-star hotel
Table 2.1 Booking Intention Construct Measurement Table
Variable No. Statement Author
Booking
Intention
1
I am willing to book hotel rooms
from hotel review websites
(Wang, Law,
Guillet, et al., 2015)
2
I plan to book hotel rooms from hotel
review websites
3 After reading the reviews about the (Sreejesh &
64
Hotel, it is very likely that I would
book a room at the hotel
Anusree, 2016)
4
I expect to booking hotel online in
the near future (intention)
(Amaro & Duarte,
2015)
5
I intend to search for booking the
hotel in the near future
(Casaló et al., 2015)
Table 2.2 e-Trust Construct Measurement Table
Variable No. Statement Author
Trust
1
I believe the hotel reviews from the
reviewers
(Yıldırım, 2013)
2
Hotel Reviews from the reviewers are
effective to build trust through hotel
review websites
3
I believe that previous reviewers
wrote hotel reviews sincerely
4
I believe that hotel review websites
are impartial while publishing the
hotel reviews
5
The number of reviewers is important
for me as the content to build trust
65
Table 2.3 Hotel Review Construct Measurement Table
Variable No. Statement Author
Hotel
Review
1
The reviews helped me in make a
decision to book the hotel
(Jeong & Koo,
2015)
2
I read Hotel Reviews before booking
the hotel
(Yıldırım, 2013)
3
The information of hotel reviews was
Valuable
(Filieri, 2015)
4
The information of hotel reviews was
Useful
5
The information of hotel reviews was
Credible
6
Using hotel review is useful to book
the hotel
(Casaló et al., 2015)
Table 3.1 Operational Definitions of Variables
Variable No. Original Statements Adjusted Statements Author
Booking
Intention
1
I am willing to book
hotel rooms from
hotel review
websites
I am willing to book
hotel rooms from
hotel review websites
(Wang, Law,
Guillet, et al.,
2015)
2
I plan to book hotel
rooms from hotel
I plan to book hotel
rooms from hotel
66
review websites review websites
3
After reading the
reviews about the
Hotel, it is very
likely that I would
book a room at the
hotel.
After reading the
reviews about the
Hotel, it is very likely
that I would book a
room at the hotel
(Sreejesh &
Anusree,
2016)
4
I expect to booking
hotel online in the
near future
(intention).
I expect to booking
hotel online in the
near future (intention)
(Amaro &
Duarte, 2015)
5
I intend to search for
book the hotel in the
near future.
I intend to search for
booking the hotel in
the near future
(Casaló et al.,
2015)
Trust
1
I trust Hotel reviews
from the reviewers.
I believe the hotel
reviews from the
reviewers
(Yıldırım,
2013)
2
Hotel Reviews from
the reviewers are
effective to build
trust through hotel
websites .
Hotel Reviews from
the reviewers are
effective to build trust
through hotel review
websites
3
I believe that
previous reviewers
I believe that previous
reviewers wrote hotel
67
wrote hotel reviews
sincerely
reviews sincerely
4
I believe that hotel
websites are
impartial while
publishing the hotel
reviews.
I believe that hotel
review websites are
impartial while
publishing the hotel
reviews
5
The number of
reviewers is
important for me as
the content to build
trust.
The number of
reviewers is important
for me as the content
to build trust
Hotel
Review
1
The reviews helped
me to make a
decision of hotel
booking
The reviews helped
me in make a decision
to book the hotel
(Jeong & Koo,
2015)
2
I read Hotel
Reviews before
booking hotel.
I read Hotel Reviews
before booking the
hotel
(Yıldırım,
2013)
3
The information of
hotel reviews was
Valuable
The information of
hotel reviews was
Valuable
(Filieri, 2015)
4
The information of
hotel reviews was
The information of
hotel reviews was
68
Useful Useful
5
The information of
hotel reviews was
Credible
The information of
hotel reviews was
Credible
6
Using hotel review
is useful to book
hotels.
Using hotel review is
useful to book the
hotel
(Casaló et al.,
2015)
Table 4.1Respondents Demographic
Profile Category Frequency Percentage
(%)
Gender
Female 215 35%
Male 117 65%
Total 332 100%
Age
Below 20 years old 84 25%
20-30 years old 238 72%
31-40 years old 8 2%
Above 40 years old 2 1%
Total 332 100%
Education
Senior High School 69 21%
D1-D4 (Diploma/Associate's
Degree) 50 15%
Figure 3.1 Theoritical Framework
Hotel Review
Booking
Intention
e-Trust H1
H2
H3
69
S1
(Undergraduate/Bachelor'sDegree) 204 61%
S2 (Master's Degree) 8 2%
S3 (Doctoral) 1 0%
Total 332 100%
Occupation
Student 256 77%
Employee 55 17%
Entrepreneur 9 3%
Unemployed
Teacher
Wiraswasta
Manager
Internship
Housewife
12 4%
Total 332 100%
Monthly
Income
Below Rp 500,000 53 16%
Rp 500,000 - Rp 1,000,000 67 20%
Rp 1,000,000 - Rp 3,000,000 105 32%
Rp 3,000,000 - Rp 5,000,000 49 15%
Above Rp 5,000,000 39 12%
Other 19 6%
Total 332 100%
Hotel
Purposes Business
45 14%
Leisure 287 86%
Total 332 100%
Citizenship Indonesian 331 100%
Foreigner 1 0%
Total 332 100%
Table 4.2 Hotel Review Data Summary
Questions 1 2 3 4 5 6 7
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
The reviews helped me in
make a decision to book the
hotel
2 1 5 31 82 109 102
1,0
%
0,0
%
2,0
%
9,0
%
25,0
%
33,0
%
31,0
%
70
I read Hotel Reviews before
booking the hotel
1 4 10 26 65 102 124
0,0
%
1,0
%
3,0
%
8,0
%
20,0
%
31,0
%
37,0
%
The information of hotel
reviews was Valuable
1 1 4 28 63 116 119
0,0
%
0,0
%
1,0
%
8,0
%
19,0
%
35,0
%
36,0
%
The information of hotel
reviews was Useful
1 0 3 28 63 106 131
0,3
%
0,0
%
0,9
%
8,4
%
19,0
%
31,9
%
39,5
%
Using hotel review is useful
to book the hotel
3 0 7 32 85 109 96
0,9
%
0,0
%
2,1
%
9,6
%
25,6
%
32,8
%
28,9
%
1=Extremely Disagree 2=Disagree 3=Somewhat disagree 4=Moderate
5=Somewhat Agree 6=Agree 7= Extremely Agree
Table 4.3 Trust Data Summary
Questions 1 2 3 4 5 6 7
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
I trust Hotel reviews from
the reviewers.
3 3 19 75 116 81 35
0,9
%
0,9
%
5,7
%
22,6
%
34,9
%
24,4
%
10,5
%
Hotel Reviews from the
reviewers are effective to
build trust through hotel
websites .
1 4 6 35 97 118 71
0,3
%
1,2
%
1,8
%
10,5
%
29,2
%
35,5
%
21,4
%
I believe that previous
reviewers wrote hotel
reviews sincerely
1 7 20 76 91 89 48
0,3
%
2,1
%
6,0
%
22,9
%
27,4
%
26,8
%
14,5
%
I believe that hotel websites
are impartial while
5 4 19 73 101 81 49
1,5 1,2 5,7 22,0 30,4 24,4 14,8
71
publishing the hotel
reviews.
% % % % % % %
The number of reviewers is
important for me as the
content to build trust.
2 2 11 39 81 115 82
0,6
%
0,6
%
3,3
%
11,7
%
24,4
%
34,6
%
24,7
%
1=Extremely Disagree 2=Disagree 3=Somewhat disagree 4=Moderate
5=Somewhat Agree 6=Agree 7= Extremely Agree
Tabel 4.4 Booking Intentions Data Summary
Questions 1 2 3 4 5 6 7
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
F
(%)
I am willing to book hotel
rooms from hotel review
websites
4 3 8 51 91 107 68
1,2
%
0,9
%
2,4
%
15,4
%
27,4
%
32,2
%
20,5
%
I plan to book hotel rooms
from hotel review websites
6 6 13 51 96 95 65
1,8
%
1,8
%
3,9
%
15,4
%
28,9
%
28,6
%
19,6
%
After reading the reviews
about the Hotel, it is very
likely that I would book a
room at the hotel
3 3 17 51 104 89 65
0,9
%
0,9
%
5,1
%
15,4
%
31,3
%
26,8
%
19,6
%
I expect to booking hotel
online in the near future
(intention)
19 21 49 75 67 55 46
5,7
%
6,3
%
14,8
%
22,6
%
20,2
%
16,6
%
13,9
%
I intend to search for
booking the hotel in the
near future
25 20 65 70 55 49 48
7,5
%
6,0
%
19,6
%
21,1
%
16,6
%
14,8
%
14,5
%
1=Extremely Disagree 2=Disagree 3=Somewhat disagree 4=Moderate
5=Somewhat Agree 6=Agree 7= Extremely Agree