SARI, THERESIA NAOMI DWITA (2025) PENGARUH PERFORMA LAYANAN DAN ULASAN TAMU ONLINE TRAVEL AGENT (OTA) TERHADAP KEPUTUSAN MENGINAP DI d'primahotel Airport Jakarta 2. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The hospitality industry is facing increasingly fierce competition, which drives hotel operators to continuously innovate and develop appropriate strategies to enhance their competitiveness, particularly in improving room occupancy rates and hotel revenue. The service performance provided by hotels plays a crucial role in shaping guest satisfaction, which in turn influences their decision to stay. Furthermore, with the advancement of technology, Online Travel Agents (OTAs) have become a major source of hotel reservations, offering guests convenience in selecting accommodation based on price, facilities, and customer reviews. Guest reviews on OTA platforms have a significant impact on shaping prospective guests' perceptions of a hotel’s service quality, thereby influencing their decision to stay. This study aims to analyze the influence of service performance and guest reviews on the decision to stay at D'Prima Hotel Airport Jakarta 2. The research employs a quantitative approach with a survey method, collecting data through the distribution of questionnaires to 100 respondents who have stayed at D'Prima Hotel Airport Jakarta 2 and made their reservations via OTA. The sampling technique used is purposive sampling, while data analysis is conducted using descriptive statistical techniques, simple linear regression, and multiple linear regression. The research results indicate that the t-value (9.730) is greater than the t-table value (1.984), and the F-value (14.649) is greater than the F-table value (5.698), with a significance level of 0.00 ≤ 0.05. Therefore, it can be concluded that variables X1 and X2 have a positive influence on variable Y, both partially and simultaneously, leading to the acceptance of Ha and the rejection of Ho. Simultaneously, service performance and OTA guest reviews influence the decision to stay by 82.6%, while the remaining 17.4% is affected by other factors not examined in this study. Based on these findings, this study recommends that the hotel continuously improve service quality and proactively manage guest reviews to maintain its reputation and attract more customers. Keywords: Service Performance, Guest Reviews, Online Travel Agent (OTA), Decision to Stay, d’primahotel Airport Jakarta 2 Industri Perhotelan mengalami persaingan yang semakin ketat,yang mendorong para pelaku usaha hotel untuk terus berinovasi dan mengembangkan strategi yang tepat guna meningkatkan daya saing mereka, khususnya dalam meningkatkan tingkat hunian kamar dan pendapatan hotel. Performa layanan yang diberikan oleh hotel sangat berperan dalam membentuk kepuasan tamu, yang pada gilirannya memengaruhi keputusan mereka untuk menginap. Selain itu, seiring dengan perkembangan teknologi saat ini, Online Travel Agent (OTA) kini menjadi salah satu sumber reservasi (source of reservation) pada hotel yang menawarkan kemudahan bagi tamu dalam memilih akomodasi berdasarkan harga, fasilitas dan ulasan pelanggan. Ulasan yang diberikan oleh tamu di platform OTA memiliki pengaruh yang signifikan dalam membentuk persepsi calon tamu terhadap kualitas layanan hotel, sehingga turut mempengaruhi keputusan mereka untuk menginap. Penelitian ini bertujuan untuk menganalisis pengaruh performa layanan dan ulasan tamu terhadap keputusan menginap di d'primahotel Airport Jakarta 2. Peneliti menggunakan pendekatan kuantitatif dengan metode survei, penelitian ini mengumpulkan data melalui penyebaran kuesioner kepada 100 responden yang merupakan tamu yang telah menginap di d'primahotel Airport Jakarta 2 dan memesan melalui OTA. Teknik pengambilan sampel yang digunakan adalah purposive sampling, Penelitian ini menggunakan SPSS 26 untuk melakukan Uji Validitas, Reliabilitas, Normalitas, Regresi, Korelasi, Hipotesis dan Koefisien Determinasi.g Hasil penelitian menunjukkan bahwa thitung 9,730 ≥ ttabel 1,984 dan Fhitung ≥ Ftabel (14,649 ≥ 5,698) dengan nilai signifikansi 0,00 ≤ 0,05. Sehingga dapat disimpulkan bahwa variabel X1 dan variabel X2 secara parsial maupun simultan terdapat pengaruh yang positif terhadap variabel Y sehingga dapat dinyatakan Ha diterima dan Ho ditolak. Secara simultan, performa layanan dan ulasan tamu OTA berpengaruh sebesar 82,6% terhadap keputusan menginap dan 17,4% lainnya dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Berdasarkan temuan ini, penelitian ini merekomendasikan agar pihak hotel terus meningkatkan kualitas layanan dan secara proaktif mengelola ulasan tamu guna menjaga reputasi dan menarik lebih banyak pelanggan. Kata Kunci: Performa Layanan, Ulasan Tamu, Online Travel Agent (OTA), Keputusan Menginap, d’primahotel Airport Jakarta 2
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