Faktor-faktor yang mempengaruhi keputusan memilih online travel agent untuk memesan tempat menginap

Anggraeni, Tiffani Dias (2020) Faktor-faktor yang mempengaruhi keputusan memilih online travel agent untuk memesan tempat menginap. Masters thesis, IPB University.

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Official URL: https://sb.ipb.ac.id

Abstract

The development of the world of communication technology is like the internet, making it easier for people to consume and produce information. Every community activity uses the internet as a medium for communication, doing business and so on. This makes the promotion mix like a traditional word of mouth (WOM) evolved into an electronic word of mouth (eWOM). Online travel agent (OTA) is a hospitality industry that has the potential to expand due to the effect of technology in Indonesia, therefore the hospitality business won’t run out of business due to lack of promotion. The purpose of this research is to analyze factors that influence a customer to book their accommodation through OTA. Predictable factor variables are brand image, electronic word of mouth (eWOM), perceived ease of use, perceived risk and decided to choose OTA for Accommodation. This research is conducted on 382 respondents chosen through convenience sampling with the criteria, they booked their accommodation through OTA in the last two years at least once and are 18 years old or older. This research uses a quantitative method by filling a questionnaire that was spread online. Data then analyzed using SEM (Structural Equation Modeling) with AMOS (Analysis of Moment Structure) version 22 by first testing the validity and reliability of the research model. The results of this study indicate that 1) brand image has a positive and significant direct influence on the decision to choose OTA for accommodation booking, 2) perceived ease of use (PEU) has a positive and significant direct influence on the decision to choose OTA for accommodation booking, 3) brand image has a positive and significant indirect influence on electronic word of mouth (eWOM), 4) PEU has a positive and significant indirect influence on eWOM, 5) eWOM has a significant negative influence on the decision to choose OTA for accommodation booking and 6) perceived risk does not have a significant influence on the decision to choose OTA for accommodation booking. The Managerial implications that can be implemented are: responding to the critiques given through comments (eWOM), protecting the privacy of customer’s data to avoid data leak, and fixing the transaction system for the consumer’s convenience. Evaluation of the quality and service of OTA application is a managerial implication that can be performed by company management that collaborates with OTA to increase repeat bookings.

Item Type: Thesis (Masters)
Uncontrolled Keywords: citra merek, electronic word of mouth, kemudahan penggunaan, online travel agent, persepsi risiko, SEM brand image, electronic word of mouth, online travel agent, perceived ease of use, perceived risk.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 11 Jan 2022 07:18
Last Modified: 11 Jan 2022 07:18
URI: http://repository.sb.ipb.ac.id/id/eprint/3755

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