Handayani, Ni Kadek Pipin Diana (2025) Analisis Online Review dan Harga terhadap Minat Pemesanan Kamar Melalui Booking.Com pada Resort Cicada Bali Ubud. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to analyze the influence of online reviews and price on booking intention through the Booking.com platform at Cicada Resort Bali Ubud. The background of this research is based on the increasing use of Online Travel Agents (OTAs) amid the rapid development of the digital tourism industry, where consumer reviews and price perceptions are key factors influencing reservation decisions. Using a quantitative approach and survey method, data were collected from 70 respondents selected through purposive sampling and analyzed using multiple linear regression with the assistance of Statistical Program for Social Science (SPSS) IBM for Windows Version 29. The results show that both online reviews and price have a positive and significant effect on booking intention, both partially and simultaneously, with a contribution value of 95% as indicated by the Adjusted R² value. Among the two variables, online reviews show a more dominant effect compared to price. These findings provide practical implications for resort management in optimizing digital marketing strategies based on online reputation and competitive pricing, and also contribute theoretically to the study of consumer behavior in the context of digital-based hospitality services.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Online Review, Price, Booking Intention, dan Online Travel Agent
Subjects: Ilmu Ekonomi
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: Ni Kadek Pipin Diana Handayani
Date Deposited: 04 Sep 2025 16:09
Last Modified: 04 Sep 2025 16:09
URI: https://repository.pnb.ac.id/id/eprint/19183

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