Penelitian ini dilakukan untuk mengetahui faktor apa saja yang mempengaruhi review hotel
pada mobile application Traveloka terhadap purchase Intention. Penelitian ini menggunakan
metode conclusive descriptive cross-sectional dan kuesioner disebar secara online ke 114
responden milenial yang pernah melakukan reservasi hotel pada aplikasi seluler Traveloka.
Skripsi ini menggunakan analisis structural equation modelling (SEM). Penelitian ini
menghasilkan Information Credibility dan Attitude towards information memiliki pengaruh
yang signifikan terhadap Information Usefulness. Hasil lain penelitian ini menunjukkan bahwa
Information Usefulness memiliki pengaruh yang signifikan terhadap Information Adoption dan
Information Adoption memiliki pengaruh yang signifikan Purchase Intention. Information
Quality dan Needs of information tidak memiliki pengaruh yang signifikan terhadap
Information Usefulness serta Attitude towards Information tidak memiliki pengaruh yang
signifikan dan langsung terhadap Purchase Intention. Memahami faktor-faktor yang dapat
memberikan pengaruh terhadap Purchase Intention pada kegiatan reservasi hotel melalui
aplikasi Online Travel Agent di Indonesia dapat membantu pemasar dalam memprediksi
perilaku konsumen dalam kegiatan pesamasaran produk ataupun perusahaan
This study was conducted to determine what factors influence hotel reviews on Traveloka
mobile application towards purchase intentions. This study used a conclusive descriptive crosssectional
method and the questionnaire was distributed online to 114 millennial respondents
who had made hotel reservations on the Traveloka mobile app. The data analysis technique in
this study used the Structural Equation Model (SEM). The result of the study are Information
Credibility and Attitude towards information having a significant influence on Information
Usefulness. Other results of this study indicate that Information Usefulness has a significant
effect on Information Adoption and Information Adoption has a significant influence on
Purchase Intention. Information Quality and Needs of information do not have a significant
effect on Information Usefulness and Attitude towards Information do not have a significant
and direct effect on Purchase Intention. Understanding the factors that can influence Purchase
Intention in hotel reservation activities through the Online Travel Agent application in
Indonesia can help marketers predict consumer behavior in product or company marketing
activities
S-Dhea Kania Ananditha.pdf :: Unduh