Citra Perusahaan Menurut Ulasan Online Konsumen melalui Platform Digital (Analisis Isi Kualitatif pada Google Review tentang Hotel Rayz UMM)

Hotel Rayz UMM is a four-star hotel affiliated with the University of Muhammadiyah Malang and maintains a high rating on Google Reviews, reflecting a generally positive corporate image. However, the utilization of digital reviews to strengthen its reputation can still be optimized. This study aims to analyze how online reviews influence corporate image in the hospitality sector, focusing on 3,694 consumer reviews posted on Google Reviews.

A qualitative descriptive method was applied through content analysis, employing the main concepts of corporate image, online reviews as a form of electronic word of mouth (e-WOM), and Google Reviews as the primary data source. Corporate image was assessed based on consumers’ perceptions of service quality, which were analyzed through the review content. The data, collected from March 2024 to March 2025, covered key aspects including service, cleanliness, facilities, and value for money.

The findings indicate that Hotel Rayz UMM holds a positive corporate image, particularly in terms of service, cleanliness, and pricing. Nonetheless, certain aspects such as breakfast quality and transparency of additional fees require improvement. This study confirms that online reviews significantly contribute to shaping public perceptions of a company’s image.