THE INFLUENCE OF HOTEL ONLINE REVIEWS TOWARD EWOM EFFECT (A Survey of millennials in Jakarta)

Abstract

Purpose – The purpose of this paper is to focus on finding the influence of online reviews towards E-WOM effect Design/Methodology/Approach – This research used a quantitative method with online questionnaire created using Google Form as the instrument and spread online through Line, WhatsApp, and Instagram. The data collected uses purposive sampling technique with a total of 312 millennial’s as respondents who have stayed in a four-star hotel. Findings – This study found that eight characteristics of online reviews did not all affect the e-WOM effect. The results of this research analysis state a positive relationship between the variable Usefulness of Online Reviews on Attitude Toward the Product, Attitude Toward the Web site, and Credibility of e-WOM Messages; Expertise Reviewer on Attitude Toward the Web site; Timeliness of Online Reviews on Attitude Toward the Product, and Credibility of e-WOM Messages; Comprehensiveness of Online Reviews on Attitude Toward the Product and Credibility of e-WOM Messages; Negative of Online Reviews on Attitude Toward the Product, Attitude Toward the Web site; Visual Cue against Attitude Toward the Product, and Attitude Toward the Web site. And stated to have a negative relationship Reviewer Expertise on Attitude Toward the Product, Expertise Reviewer on Credibility of e-WOM Messages, Timeliness of Online Reviews on Attitude Toward the Web site, and Comprehensiveness of Online Reviews. Then some valence variables are rejected, such as Negative Online Reviews for eWOM Message Credibility, the effect of Visual Cue on eWOM Message Credibility. vi Originality – The main theoretical contribution of this paper is its completeness in examining the review content features and their sources simultaneously. The study also offers appropriate fields for further research efforts from the perspective of practitioners and researchers.