Pengaruh Price Discount dan Online Customer Review Terhadap Purchase Intention di Penginapan Murah Malang
DOI:
https://doi.org/10.63822/pbdrqz74Keywords:
price discount; online customer review; purchase intention; Penginapan Murah MalangAbstract
The advancement of digital technology has encouraged the followers of the Instagram account @penginapanmurahmalang to become more critical in determining their purchase intention toward lodging services. However, the implementation of price discount and the management of online customer review on the account have not been followed by optimal results, making this phenomenon worth studying further. This study aims to examine the effect of price discount and online customer review, both partially and simultaneously, on purchase intention at Penginapan Murah Malang. A quantitative approach was employed, with a population comprising all 137,000 followers of the @penginapanmurahmalang Instagram account, and a sample of 100 respondents determined using the Slovin formula and selected through purposive sampling. Data were analyzed using multiple linear regression with the help of IBM SPSS, accompanied by validity, reliability, classical assumption, t-test, and F-test. The results showed that price discount and online customer review have a positive and significant effect on purchase intention, both partially and simultaneously, with a contribution (Adjusted R Square) of 0.678. Online customer review was found to have a more dominant influence than price discount. This study recommends strengthening the sense of urgency in price discount programs and improving the credibility and honesty of customer reviews to optimize purchase intention.
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Copyright (c) 2026 Ahmad Farhan Pramana, Mohammad Maskan, Rizky Kurniawan Murtiyanto (Author)
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