The Influence of Online Reviews, Price, and Promotions on Hotel Room Booking Decisions via Online Travel Agents for Hotels and Villas Managed by Samhita Bali Hospitality

Putu Eka Pramadewi; Murtianingsih Murtianingsih; Fathorrahman Fathorrahman

doi:10.63922/ijebir.v5i05.5798

Putu Eka Pramadewi Institut Teknologi dan Bisnis ASIA Malang
Murtianingsih Murtianingsih Institut Teknologi dan Bisnis ASIA Malang
Fathorrahman Fathorrahman Institut Teknologi dan Bisnis ASIA Malang

DOI: https://doi.org/10.63922/ijebir.v5i05.5798

Keywords: Online Reviews, Prices, Promotions, Hotel Room Booking Decisions, Online Travel Agents (OTA)

Abstract

The development of digital technology has changed consumer behavior in making hotel room reservations throughOnline Travel Agent (OTA). In this process,online review, price, and promotion are factors suspected to influence hotel room booking decisions. This study aims to analyze the influence of these three variables on hotel room booking decisions through OTAs at Three Brothers Legian Bungalows & Villas, Bajra Bali Villa, and Sithala Villa Seminyak managed by Samhita Bali Hospitality. This study uses a quantitative method with a causal associative approach. The research sample consisted of 110 respondents selected using a purposive sampling technique. Data were collected through a questionnaire and analyzed using validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results showed that online reviews (β = 0.656; Sig. = 0.000) and price (β = 0.195; Sig. = 0.031) had a positive and significant effect on hotel room booking decisions. Conversely, promotions (β = 0.019; Sig. = 0.802) did not have a significant effect. However, simultaneously online reviews, prices, and promotions significantly influence hotel room booking decisions (F = 21.232; Sig. = 0.000). This study concludes thatonline reviewand price are the main factors that influence the decision to book a hotel room through OTA, while promotions have not had a significant influence partially.

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