Pendekatan Text Analysis Terhadap Ulasan Pengunjung Hotel: Apa yang Mempengaruhi Kepuasan Pelanggan?
Abstract
Abstrak. Pengguna internet telah memenuhi dunia digital dengan konten buatan pengguna (UGC) seperti teks, gambar, atau video. Konten tersebut mewakili pendapat, preferensi dan pengalaman terkait dengan produk yang mereka gunakan. Dibandingkan dengan gambar dan video, format teks UGC adalah jenis yang paling mudah diakses untuk dikumpulkan dan dianalisis. Sampai saat ini belum ada analisis teks yang memadai tentang ulasan hotel di Sumatera Barat. Tujuan dari penelitian ini adalah untuk mengidentifikasi pola ulasan elektronik hotel untuk mengetahui faktor-faktor yang membuat pengunjung hotel merasa puas. Penelitian ini menggunakan 482 ulasan berbahasa Inggris dengan penilaian 4 dan 5 hotel terbaik di Sumatera Barat di Tripadvisor. Berdasarkan pengujian faktual dan pendekatan teoritis yang dilakukan, penelitian ini mengungkapkan bahwa kebersihan kamar merupakan faktor utama kepuasan pelanggan hotel ditambah dengan aspek makanan dan pelayanan yang ramah. Kata kunci: Analisis teks, ulasan hotel, user-generated content
Abstract. Internet users have populated the digital world with user-generated content (UGCs) such as text, pictures or videos. Those contents represent their opinion, preferences and experience related to the product that they use. In comparison with pictures and videos, the text format of UGC is the most accessible type to collect and analyse. To date, there has not been an adequate text analysis related to hotel review in West Sumatera. The purpose of this study is to identify hotel electronic review patterns to find out the factors that make hotel visitors satisfied. This study used 482 English reviews with a rating of 4 and 5 on the best West Sumatra hotels on Tripadvisor. Based on factual testl and theoritical approach, this study reveals that room cleanliness is the main generator of hotel customer satisfaction coupled with aspects of food and friendly service. Keywords: Text analysis, hotel review, user-generated content
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