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Journal
Journal of Education and Teaching Learning
ISSN
e-ISSN 2986-3015 · p-ISSN 2986-3791
Issue
Vol.4 No.1 July (2026)
Section
Articles
Pages
1493-1499
Article ID
362
Submitted
19-07-2026
Published
22-07-2026
Language
English
License
CC BY-NC-SA 4.0
DOI
10.59211/mjpjetl.v4i1.362

THE INFLUENCE OF ONLINE CUSTOMER REVIEWS  AND CUSTOMER TRUST ON ROOM PURCHASE DECISIONS AT ASTON NAGOYA CITY HOTEL BATAM

Authors

  • Haifa Nafisah State University of Padang image/svg+xml
    • Conceptualization
    • Methodology
    • Writing – Original Draft Preparation

DOI:

https://doi.org/10.59211/mjpjetl.v4i1.362

Keywords:

Online Customer Review; Customer Trust; Room Purchase Decision; Hotel.

Abstract

This study aims to analyze the influence of Online Customer Reviews and Customer Trust on Room Purchase Decisions at Aston Nagoya City Hotel Batam. The study employed a quantitative method with a causal associative approach. Data were collected through questionnaires distributed to 130 respondents selected using a purposive sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS version 27. The results indicate that the Online Customer Review variable obtained a mean score of 4.115, Customer Trust obtained a mean score of 4.145, and Room Purchase Decision obtained a mean score of 4.177, all of which were categorized as good. The hypothesis testing results reveal that Online Customer Reviews and Customer Trust have a positive and significant effect on Room Purchase Decisions, both partially and simultaneously. The Adjusted R² value of 0.557 indicates that the two independent variables explain 55.7% of the variation in Room Purchase Decisions, while the remaining 44.3% is influenced by other factors not examined in this study. The findings are expected to provide valuable insights for hotel management in improving service quality, effectively managing customer reviews, and strengthening customer trust to enhance room purchase decisions.

 

Authors and contributors

1

  • Indonesia

    Author

    State University of Padang ROR

    • Conceptualization
    • Methodology
    • Writing – original draft

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References

[1] R. N. A. Hikmah, H. A. Arisman, and S. P. Lestari, “Pengaruh Online Customer Review dan Trust terhadap Keputusan Pembelian Produk Erigo pada Marketplace Lazada.,” Jurnal Ekonomi, Bisnis dan Manajemen, vol. 3, no. 3, 2024.

[2] Y. F. Rini, H. Wahyudi, and Amrullah., “Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Pelanggan Marketplace Blibli di Kota Padang.,” Seminar Nasional Riset Ekonomi Dan Bisnis 2022, p. 379, 2022.

[3] S. Tirtayasa, A. P. Lubis, and H. Khair, “Keputusan pembelian: sebagai variabel mediasi hubungan kualitas produk dan kepercayaan terhadap kepuasan konsumen,” Jurnal Inspirasi Bisnis Dan Manajemen, vol. 5, no. (1), pp. 67–86, 2021.

[4] W. Han, “Purchasing Decision-Making Process of Online Consumers: Based on the Five-Stage Model of the Consumer Buying Process,” Proceedings of the 2021 International Conference on Education, Language and Art. Atlantis Press, 2021.

[5] N. P. N. Anggraini, Y. A. Restuningtyas, and W. G. A. S. Jodi, “Pengaruh Citra Merek, Desain Produk, dan Online Customer Review terhadap Keputusan Pembelian Online.,” IDEI: Journal of Economics & Business., vol. 4, no. 2, pp. 87–96, 2023.

[6] E. M. Toji and I. Sukati, “Pengaruh Online Customer Review, Brand Image, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Skintific Di Tiktok Shop,” Economics and Digital Business Review, vol. 5, no. 2, pp. 675–688, 2024, [Online]. Available: https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/1233

[7] M. A. Afandi, R. B. Hartarto, and H. Usman, “Effects of ability, benevolence, and integrity on banking trust during the COVID-19 pandemic in Indonesia,” International Journal of Business and Emerging Markets, vol. 16, no. 2, pp. 207–221, 2024.

[8] A. Dhiza, A. F. Alwie, and Syapsan, “Customer Purchasing Decision That Are Influenced by Online Customer Reviews, Online Customer Ratings, And Customer Trust in The Shopee E-Commerce in Pekanbaru,” Indonesian Journal of Economics, Social, and Humanities, vol. 8, no. (1), pp. 53–67, 2026.

[9] J. F. Hair, C. M. Hult, G. T. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, 2021.

[10] Sugiyono, Metode Penelitian Pendidikan. Bandung:Alfabeta, 2022.

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Published

22-07-2026

Issue

Vol.4 No.1 July (2026)

Section

Articles

URN

https://nbn-resolving.de/urn:nbn:de:0000-mjpjetl.v4i1.3629

License

Copyright (c) 2026 Haifa Nafisah

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Authors grant the journal the right of first publication. which permits unrestricted use, distribution, and reproduction in any medium, provided that the original work is properly cited. Authors are responsible for ensuring that any third-party materials included in their work have proper permissions.

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References

10
  1. R. N. A. Hikmah, H. A. Arisman, and S. P. Lestari, “Pengaruh Online Customer Review dan Trust terhadap Keputusan Pembelian Produk Erigo pada Marketplace Lazada.,” Jurnal Ekonomi, Bisnis dan Manajemen, vol. 3, no. 3, 2024. Google Scholar
  2. Y. F. Rini, H. Wahyudi, and Amrullah., “Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian Pelanggan Marketplace Blibli di Kota Padang.,” Seminar Nasional Riset Ekonomi Dan Bisnis 2022, p. 379, 2022. Google Scholar
  3. S. Tirtayasa, A. P. Lubis, and H. Khair, “Keputusan pembelian: sebagai variabel mediasi hubungan kualitas produk dan kepercayaan terhadap kepuasan konsumen,” Jurnal Inspirasi Bisnis Dan Manajemen, vol. 5, no. (1), pp. 67–86, 2021. Google Scholar
  4. W. Han, “Purchasing Decision-Making Process of Online Consumers: Based on the Five-Stage Model of the Consumer Buying Process,” Proceedings of the 2021 International Conference on Education, Language and Art. Atlantis Press, 2021. Google Scholar
  5. N. P. N. Anggraini, Y. A. Restuningtyas, and W. G. A. S. Jodi, “Pengaruh Citra Merek, Desain Produk, dan Online Customer Review terhadap Keputusan Pembelian Online.,” IDEI: Journal of Economics & Business., vol. 4, no. 2, pp. 87–96, 2023. Google Scholar
  6. E. M. Toji and I. Sukati, “Pengaruh Online Customer Review, Brand Image, Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Skintific Di Tiktok Shop,” Economics and Digital Business Review, vol. 5, no. 2, pp. 675–688, 2024, [Online]. Available: https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/1233 URL Google Scholar
  7. M. A. Afandi, R. B. Hartarto, and H. Usman, “Effects of ability, benevolence, and integrity on banking trust during the COVID-19 pandemic in Indonesia,” International Journal of Business and Emerging Markets, vol. 16, no. 2, pp. 207–221, 2024. Google Scholar
  8. A. Dhiza, A. F. Alwie, and Syapsan, “Customer Purchasing Decision That Are Influenced by Online Customer Reviews, Online Customer Ratings, And Customer Trust in The Shopee E-Commerce in Pekanbaru,” Indonesian Journal of Economics, Social, and Humanities, vol. 8, no. (1), pp. 53–67, 2026. Google Scholar
  9. J. F. Hair, C. M. Hult, G. T. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, 2021. Google Scholar
  10. Sugiyono, Metode Penelitian Pendidikan. Bandung:Alfabeta, 2022. Google Scholar

Cite this article

Haifa Nafisah (2026). THE INFLUENCE OF ONLINE CUSTOMER REVIEWS  AND CUSTOMER TRUST ON ROOM PURCHASE DECISIONS AT ASTON NAGOYA CITY HOTEL BATAM. Journal of Education and Teaching Learning, 4(1), 1493–1499. https://doi.org/10.59211/mjpjetl.v4i1.362

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