ABSTRAK
Meningkatnya pengguna internet di Indonesia dalam hal pencarian informasitraveling secara online memicu pertumbuhan situs travel online yang juga disebutConsumer Generated Media (CGM). Tantangan situs CGM adalah membangundan mempertahakan trust dari customer karena trust memiliki peran penting dalamhal menggunakan CGM. Dengan studi kasus Traveloka, responden penelitian iniadalah bagi yang pernah membaca ulasan hotel di situs Traveloka dalam kurunwaktu 1 (satu) tahun terakhir. Data 291 responden diolah dan dianalisis melaluimetode Structural Equation Modeling (SEM). Hasil penelitian menunjukkanbahwa dari faktor-faktor yang mempengaruhi perceived website trust memilikipengaruh positif yaitu perceived source credibility, information quality, perceivedwebsite quality, customer satisfaction with previous experience, dan customerexperience and proficiency, kecuali information quality. Namun, informationquality berpengaruh positif terhadap perceived source credibility, perceivedwebsite quality, dan customer satisfaction with previous experience. Hasilpenelitian juga menunjukkan bahwa perceived website trust berpengaruh positifterhadap recommendation adoption dan word of mouth.

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ABSTRACT
The increasing of Internet users in Indonesia in terms of search travelinginformation by online, increase the number of travel sites also known as ConsumerGenerated Media (CGM). A challenging task for websites CGM are building andmaintaining trust because trust has an important role in terms of using CGM. Withcase study Traveloka, respondents in this study are who have read the hotelreviews in Traveloka site within the last one (1) year. Data from 291 users ofTraveloka were processed and analyzed through Structural Equation Modeling(SEM). Findings show that all the factors affecting perceived website trust have apositive effect are perceived source credibility, information quality, perceivedwebsite quality, customer satisfaction with previous experience, and customerexperience and proficiency, with the exception information quality. However,information quality have a positive effect towards perceived source credibility,perceived website quality, and customer satisfaction with previous experience.Findings also show that perceived website trust has a positive effect towardsrecommendation adoption and word of mouth.