PENGARUH ONLINE REVIEWS, PRICE DISCOUNT DAN RISK TERHADAP PURCHASE INTENTION PEMESANAN KAMAR HOTEL PADA ONLINE TRAVEL AGENT DENGAN BRAND TRUST SEBAGAI VARIABLE INTERVENING
Abstract Views : 95 / Downloads Count: 192DOI:
https://doi.org/10.31949/infotech.v9i1.5356Keywords:
online reviews, price, diskon, pengaruh, analisisAbstract
Melihat dari perkembangan teknologi saat ini, trend dalam melakukan pemesanaan kamar hotel hampir 80% dilakukan dengan menggunakan teknologi Internet. Dengan melalui website ataupun aplikasi online travel agent (OTA), para calon pelanggan dapat mencari, memilih, memesan bahkan melakukan request khusus terkait kamar hotel yang sesuai dengan keinginannya. Pemesanan kamar hotel secara online memungkinkan juga untuk calon pelanggan membandingkan harga dan menemukan penawaran terbaik berupa diskon khusus, serta menghindari resiko kesulitan dalam transaksi yang berhubungan dengan pemesanan melalui telepon atau secara offline.Tujuan dari penelitian ini yaitu untuk mengetahui apakah “Pengaruh Online Reviews, Price Discount & Risk terhadap Purchase Intention Pemesanan Kamar Hotel Pada Online Travel Agent dengan Brand Trust sebagai variable Intervening Di Tahun 2020-2022”. Dalam penelitian ini menggunakan jenis penelitian kuantitatif dan menggunakan metode PLS SEM untuk melakukan analisa. Implikasi penelitian ini secara teoritis menunjukan bahwa online reviews, price discount & risk berpengaruh terharap pembentukan brand trust dalam purchase intention pemesanaan kamar hotel dan dari hasil implikasi praktis Online Travel Agent harus membuat strategi bisnis dalam meningkatkan online review, price discount dan risk dalam menciptakan brand trust dimasyarakat.
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