PERAN CONSUMER TRUST MEMEDIASI ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP MINAT MENGINAP PADA HOTEL CITIHUB KOTA MALANG
Keywords:Electronic Word of Mouth, Consumer Trust, Hotel, Consumer Behavior
Digitalization in the current industrial era 4.0 makes companies transform from manual processes to the digital era. The industry engaged in the hotel sector is one of the industries that has followed the technology revolution, by shifting their business strategy to be able to enter the digital market by accepting online orders via websites or applications. With the online ordering application, consumers can provide reviews and comments on hotels that have been ordered. The purpose of this study is to determine whether online reviews or electronic word of mouth (e-WOM) can influence online hotel sales at Grand Citihub Kajoetangan Malang. This study uses quantitative methods with Partial Least Square (PLS) analysis to examine the relationship between variables. Samples taken were 96 consumers. The results of this study show that online reviews or electronic Word Of Mouth (e-WOM) can increase consumer trust, so that interest in staying at the Grand Citihub Kajoetangan Hotel increases. With the Electronic Word of Mouth in today's digital era, it is hoped that the hotel industry will be able to provide their best services to consumers so that they can increase online sales.