ROLE OF ELECTRONIC WORD-OF-MOUTH AS REVIEWSON HOTEL BOOKING WEBSITES IN PREDICTING BOOKING INTENTIONS (CASE STUDY OF MILLENIALS IN JAKARTA)

Abstract

Purpose The purpose of the research is to examine and analyze to what extent electronic words-of-mouth (eWOM) and its factor including positive eWOM, negative eWOM, perceived eWOM credibility, eWOM user‟s expertise and eWOM user‟s involvement influence the booking intentions of millennials in the Special Capital Region of Jakarta. Design/methodology/approach A questionnaire consisting of 23 items was distributed to people who have used online hotel booking platforms, reside in Jakarta and were born in the years between 1981 and 1994 through online platforms. Demographic variables were gender, name of online booking platform used, occupation and income range. A multiple linear regression analysis was performed on 320 responses. Findings It is found that positive eWOM, negative eWOM, perceived eWOM credibility and eWOM user‟s expertise significantly influence booking intentions, while eWOM user‟s involvement does not significantly influence booking intentions. Moreover, the result show that overall eWOM has a significant influence towards booking intention. Originality/value The study on the influence of eWOM on of booking intention millennials in Jakarta is the first one to have been written. Moreover, study on hotel booking platform itself is limited and is nonexistent in the Indonesian context. At present, only one Indonesian study has explored similar topics but focuses on online travel agency instead.