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The Effect of E-Wom to Consumer Behaviour Towards a Halal Hotel (A Case Study of Purchase Intention to Sharia Hotel Via Traveloka)

Goals : This thesis discusses the effect of General Persuasiveness, Credibility,
Susceptibility to online products, Content and Brand Awareness on Purchase
Intention at Sahira Hotel Via Traveloka. Here the researcher wants to discuss the
various variables that affect Purchase Intention, especially Brand Awareness,
because Sahira Hotel is the largest Sharia Hotel brand in Bogor.
Method : This study uses multiple linear regression with the classical assumption
test analysis technique. The amount of data collected is 200 Respondents who
have read online reviews on the Traveloka application or site. The data from this
study were obtained from questionnaires distributed via WhatsApp and also
interviews.
Results : The results of this research are partially, namely General Persuasiveness
(X1), Content (X4), Brand Awareness (X5) has the effect to purchase Intention on
Hotel booking on the Traveloka application or site. But General Credibility (X2),
Susceptibility to online product review (X3)
has not the effect to purchase
Intention on Hotel booking on the Traveloka application or site. As for
simultaneously, namely General Persuasiveness (X1), General Credibility (X2),
Susceptibility to online product review (X3), Content (X4), Brand Awareness
(X5) simultaneously affect Purchase Intention (Y) because the calculated F value
> F table = 42,415 > 2.26.

Availability
#
Local Content REF 658.8342 MUS t
16103027
Available
Detail Information
Series Title
-
Call Number
REF 658.8342 MUS t
Publisher
Bogor : STEI TAZKIA.,
Collation
ES
Language
English
ISBN/ISSN
NIM.16103027
Classification
658.8342
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Purchase Intention
General Persuasiveness
credibility
Susceptibility
content
brand
Specific Detail Info
-
Statement of Responsibility
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No other version available

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