Unraveling The Impact: Online Customer Review, Price, and Booking Decision at We Hotel Lubuklinggau Via Traveloka

Abstract

Online customer reviews and prices are a thing inseparable from the ordering decision, positive reviews from
guests and affordable prices will make prospective guests make reservations at We Hotel Lubuklinggau via
Traveloka. This study aimed to examine the effect of online customer reviews on booking decisions at We Hotel
Lubuklinggau and the effect of price on booking decisions at We Hotel Lubuklinggau. This study employed a
causal associative approach to quantitative research. Direct distribution of surveys to We Hotel Lubuklinggau
guests provided data, allowing for the creation of a Likert-scale sample of 121 responses from 2,068 customers
who made reservations at online travel agencies between January and December 2023. Partial Least Square
Structural Equation Modeling (PLS-SEM) is the data analysis method used. A total of 36 percent of the
respondents were between the ages of 17-25. This research found that online customer reviews are an
important factor in increasing booking decisions at We Hotel Lubuklinggau. and Price has a significant influence
on booking decisions at We Hotel Lubuklinggau. This research concludes that online customer reviews and
price determine guests' decisions in making reservations at We Hotel Lubuklinggau via Traveloka.
Keywords: Booking Decision, Online Customer Review, Price