The Effect of Advertising and Service Quality on Consumer Purchase Intention Hotel: An Experimental Study

This study examines the differences in the green hotel and non-green hotel advertisements on consumers' purchase intentions. It discusses the differences in the green hotel and non-green hotel service quality on consumers' purchase intentions. The research method used is an experiment with...

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Bibliographic Details
Published in:Webology 2021-12, Vol.18 (2), p.815-831
Main Authors: ana, Juli, Pramezwary, Amelda, Yudistira, I Gusti Agung Anom, Pramono, Rudy, Situmorang, Jimmy Muller Hasoloan
Format: Article
Language:English
Subjects:
Advertising
Audiences
Communication
Consumers
Electronic commerce
Hotels & motels
Internet access
Purchasing
Quality of service
Research methodology
Smartphones
Tourism
Trust
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Summary:This study examines the differences in the green hotel and non-green hotel advertisements on consumers' purchase intentions. It discusses the differences in the green hotel and non-green hotel service quality on consumers' purchase intentions. The research method used is an experiment with a sample of 100 participants. This study uses a fictitious print advertisement featuring hotel facilities, prices and promotions as a sample for the same product as a treatment in the experiment. The type of experimental design used is a statistical utterly randomized design, where the treatment given to research participants is based on randomization. Data were analyzed using ANOVA. The results showed that green hotel advertisements positively affected consumers' purchase intentions, while advertisements in non-green hotels had no significant effect on consumers' purchase intentions. Meanwhile, the service quality variable in green hotels has a positive impact on consumers' purchase intentions, and service quality in non-green hotels has no significant effect on consumers' purchase intentions.
ISSN:1735-188X
1735-188X
DOI:10.14704/WEB/V18I2/WEB18356