Analisis Deskriptif Kredibilitas Online Review Platform dan Implikasinya dalam Penganggaran Modal Hotel O Padjajaran Tasikmalaya

Hilman Sabani; Idah Kusuma Dewi

doi:10.55606/jubima.v4i2.4475

Authors

Hilman Sabani Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia
Idah Kusuma Dewi Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia

DOI:

https://doi.org/10.55606/jubima.v4i2.4475

Keywords:

Capital Budgeting, Electronic Word-Of-Mouth (E-WOM), Hotel O Padjajaran Tasikmalaya, Online Review Credibility, Online Travel Agent (OTA)

Abstract

This study examines the online credibility of Hotel O Padjajaran Tasikmalaya by analyzing customer reviews posted on Agoda and explores how these reviews can inform capital budgeting decisions. A quantitative descriptive approach was employed. The data consisted of 144 customer reviews published on Agoda between 2023 and 2026, selected through purposive sampling from a total population of 847 reviews. The analysis combined descriptive statistics with thematic frequency distribution across five key service dimensions: cleanliness, facilities, price and quality, service, and location. The findings reveal that the hotel's digital credibility is in a critical condition. The average review score was 4.86 out of 10.00, with a median of 4.20 and a mode of 2.00, indicating that negative guest experiences were the most frequently reported. A standard deviation of 2.65 further suggests substantial inconsistency in service quality. The thematic analysis shows that complaints related to cleanliness accounted for 37% of all categorized reviews, pointing to persistent and structural deficiencies in the maintenance of physical assets. In contrast, location was the only service dimension that received consistently positive evaluations, making it the hotel's most sustainable competitive advantage. The results also demonstrate that customer reviews on online travel agent (OTA) platforms represent a valuable source of continuous market intelligence that can support and justify capital budgeting decisions. This study integrates e-WOM research with capital budgeting theory in hospitality and provides a data-driven framework for aligning digital market signals with long-term investment planning.

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