Research Article
The Role of Online Review and Buying Orientation to Increase Purchase Intention in Hospitality Industry
@INPROCEEDINGS{10.4108/eai.26-1-2019.2283125, author={V U Tjhin and A Permatasari}, title={The Role of Online Review and Buying Orientation to Increase Purchase Intention in Hospitality Industry}, proceedings={The 1st Workshop on Multimedia Education, Learning, Assessment and its Implementation in Game and Gamification in conjunction with COMDEV 2018, Medan Indonesia, 26th January 2019, WOMELA-GG}, publisher={EAI}, proceedings_a={WOMELA-GG}, year={2019}, month={4}, keywords={buying orientation purchase intention consumers}, doi={10.4108/eai.26-1-2019.2283125} }- V U Tjhin
A Permatasari
Year: 2019
The Role of Online Review and Buying Orientation to Increase Purchase Intention in Hospitality Industry
WOMELA-GG
EAI
DOI: 10.4108/eai.26-1-2019.2283125
Abstract
This study discusses the antecedents of online review and buying orientation on purchase intention. This study aims to explore the effect of online review and buying orientation towards purchase intention. Data was collected from a survey of 346 consumers, and SmartPLS was used as a Structural Equation Modeling (SEM) tool to analyze data. This study developed four hypotheses. The results of this study showed that buying orientation does not have a significant effect on purchase intention, type of review has a significant effect on purchase intention, brand orientation has a greater effect than quality orientation to purchase intention, and perceived informativeness has a greater effect than source credibility to purchase intention. The findings of this study differed from those of previous research. Consumers feel that their shopping orientation has no direct effect on purchase intention. However, the various opinions and information obtained by consumers through e-WOM help them to make purchasing decisions. In Indonesia, consumers are still more concerned with brands than quality. Similarly, information received by consumers is also more important than the credibility of the information source itself