The Influence of Online Travel Agent Customer Reviews on Buying Interest at Padma Resort Legian

Authors

I Ketut Arta Widnyana Politeknik Pariwisata Bali
I Gusti Agung Gede Witarsana Politeknik Pariwisata Bali
I Wayan Jata Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/wakatobi.v4i1.66

Keywords:

Online Travel Agent, Online Customer Review, Buying Interest

Abstract

The use of online travel agents (OTAs) makes it easier for tourists to access information and book accommodation, including reading online customer reviews as considerations. The study was conducted to analyze the influence of online customer reviews on buying interest at Padma Resort Legian. The approach used is quantitative with descriptive methods and simple linear regression analysis. Data was obtained through a questionnaire of 100 respondents and supported by secondary data from the OTA website. The results showed that online customer reviews had a significant effect on buying interest (significance 0.000; coefficient 0.396 or 39.6%). However, the adjusted R² value of 0.204 indicates that the influence is only 20.4%, so online customer reviews are not the dominant factor. As much as 79.6% of buying interest is influenced by other factors such as price, brand image, and hotel facilities.

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