BRAND LOVE AND BRAND JEALOUSY MEDIATING ELECTRONIC WORD OF MOUTH ON ONLINE HOTEL RESERVATION INTENTION

 

Nadiyah Hirfiyana Rosita
Management Department, Faculty of Economics and Business, Universitas Brawi-jaya, Malang, Indonesia This email address is being protected from spambots. You need JavaScript enabled to view it.

Yuvita Ratnandika
Management Department, Faculty of Economics and Business, Universitas Brawi-jaya, Malang, Indonesia

 

Abstract

Online travel agent is a very common service provider in this globalization era. There-fore, it is crucial to understand factors that can influence someone to use online travel agent to make hotel reservations, and electronic word of mouth can be one of the fac-tors. This research aims to determine and analyze the direct and indirect influence of electronic word of mouth on hotel reservation intention mediated by brand love and brand jealousy as the intervening variable. This explanatory research explains causal relationship between variables through hypothesis testing. The sample of this study is 100 individual respondents who have read online hotel review through the online travel agent website at least once. The hypothesis testing was done using T test and Sobel test. The data were analyzed using partial least squares in Smart PLS 3.0-structural equation modeling. The results of this study show that electronic word of mouth have contribu-tions on purchase intention mediated by brand jealousy and brand love.

Keywords: Electronic word of mouth, Brand love, Brand jealousy, Hotel booking inten-tions, Online travel agent.

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