Understanding the Relationship Between Price, Electronic Word of Mouth, and Accommodation Choices

Abstract

This study aims to identify the impact of price and electronic word of mouth on lodging decisions, with Harris Hotel Sentraland Semarang as the focus of the research. The type of research conducted is explanatory, which aims to explain the cause-and-effect relationship between research variables through hypothesis testing. The sampling technique used probability sampling and purposive sampling method, with a sample size of 140 respondents who have stayed at Harris Hotel Sentraland Semarang with online booking or using platforms, and aged 17 years or older. Data collected through questionnaires were then analyzed using SPSS version 26. The hypothesis testing results indicate that price and electronic word of mouth have a positive and significant influence on guests' lodging decisions partially, and the model used falls into the good category, electronic word of mouth mediates the influence of price on guests' lodging decisions. The implications of this research are to provide guidance for companies to consider factors influencing guests' lodging decisions in designing effective marketing strategies