THE INFLUENCE OF HOTEL REVIEW TOWARDS E-TRUST AND ITS

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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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PLAGIARISM DOCUMENT

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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

13

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


Extremely Agree

(Sangat Setuju)

Informasi ulasan hotel itu berharga/penting (The information of hotel reviews

was Valuable) *

Extremely Disagree


Extremely Agree

(Sangat Setuju)

Informasi ulasan hotel itu berguna (The information of hotel reviews was

Useful) *

Extremely Disagree


Extremely Agree

(Sangat Setuju)

37

Informasi ulasan hotel kredibel (dapat dipercaya) (The information of hotel

reviews was Credible) *

Extremely Disagree


Extremely Agree

(Sangat Setuju)

Menggunakan ulasan hotel berguna untuk memesan hotel (Using hotel review

is useful to book the hotel) *

Extremely Disagree


Extremely Agree

(Sangat Setuju)

Kepercayaan Elektronik (e-Trust)

*Mark one number with circle for each question/ Tandai satu nomor dengan


Saya percaya ulasan hotel dari pengulas (I believe the hotel reviews from the

reviewers) *

Extremely Disagree


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


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


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


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


Extremely Agree

(Sangat Setuju)

Niat Memesan (Booking Intention) *Mark one number with circle for each question/ Tandai satu nomor dengan


Saya bersedia memesan kamar hotel dari situs ulasan hotel (I am willing to

book hotel rooms from hotel review websites) *

Extremely Disagree


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


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


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


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


Extremely Agree

(Sangat Setuju)

***Thank you for your particpating on this questionnaire***

40

41

42

43

44

45

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


Cronbach's

Alpha

Cronbach's

Alpha Based on

Standardized

Items N of Items

,870 ,870 5

Appendix 4.g Reliability Test of Booking Intention


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


tion

,861 ,055 15,712 ***

63


tion

,839 ,082 10,202 ***


tion

,947 ,082 11,499 ***


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


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


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


Useful

5


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.


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


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


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

%



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

%


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

%



Documents

THE INFLUENCE OF HOTEL REVIEW TOWARDS E-TRUST AND ITS