Online Reviews as Marketing Communications and Impact on Aloha Pantai Indah Kapuk

Murhadi Isnandar

Authors

Murhadi Isnandar Politeknik Sahid

Keywords:

online reviews, tourist decision-making, quantitative analysis, destination marketing, digital reputation management

Abstract

This research aims to examine the extent to which online reviews play a role in influencing tourists' decisions to visit Aloha PIK tourist attractions. Reviews from visitors, both in the form of text and visuals, act as a source of information that greatly influences the perception and decisions of prospective tourists. Method used in the study is a quantitative type by utilizing a sample of 100 Aloha PIK visitors through an online questionnaire. Based on the results of the test using simple linear regression analysis, it was obtained that the t count value (15.831) was greater than the t table (1.984), and the significance value was 0.000 < 0.05. This shows that independent variables have a significant effect on dependent variables. In addition, a determination coefficient value (R²) of 0.719 means that 71.9%, while the remaining 28.1% is influenced by other factors outside the research modelIn conclusion, there was an influence of online reviews on the decision to visit Aloha PIK by 71.9%. These findings confirm of managing digital reviews as part of a tourist destination marketing communication strategy. The implications of this research suggest that tourist destination managers need to actively monitor, respond to, and manage online reviews as part of a digital marketing strategy. Positive reviews can strengthen the image of the destination and encourage interest in visits, while negative reviews need to be handled with a solute response so as not to reduce the trust of potential tourists.

Dimensions

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