"Tujuan dari penelitian ini untuk memperoleh faktor-faktor yang berpengaruh signifikan terhadap
Purchase Intention voucer hotel melalui situs
Online Travel Agent (OTA) dengan menerapkan metode
Structural Equation Modeling (SEM). Faktor-faktor yang diteliti, antara lain
Perceived Price,
Brand Image,
Perceived Value, dan
Trust. Hal tersebut berdasarkan adanya gap antara persentase penetrasi pengguna layanan pemesanan voucer hotel dan persentase penjualan voucer hotel di segmen
online travel booking di Indonesia. Selain itu, penelitian ini juga bertujuan untuk memberikan rekomendasi strategi pemasaran bagi OTA menggunakan metode
Importance-Performance Analysis dan konsep
Digital Marketing berdasarkan faktor-faktor yang berpengaruh signifikan. Strategi pemasaran menjadi penting mengingat adanya dominansi
offline travel booking di Asia Pasifik, termasuk Indonesia. Dengan strategi pemasaran yang tepat, OTA dapat meningkatkan niat beli konsumen dan memperkuat posisinya di
travel market. Hasil penelitian ini mengindikasikan bahwa faktor
Brand Image dan
Trust berpengaruh signifikan terhadap
Purchase Intention voucer hotel. OTA pun perlu mempertimbangkan penerapan beberapa strategi pemasaran dengan tingkat prioritas tinggi, yaitu jaminan pasti dapat menginap di hotel yang dituju,
Call to Action (CTA) sebagai
content marketing di media sosial
Instagram dan blog serta menyediakan fasilitas penjadwalan ulang secara
online dan bersifat satu pintu untuk voucer hotel yang telah dipesan.
......The objective of this research is to discuss how various factors to affect purchase intention of hotel voucher through Online Travel Agent (OTA)s websites by applying Structural Equation Modeling (SEM). Perceived Price, Brand Image, Perceived Value, and Trust are four key predictors. This is supported by the gap existed between the user penetration percentage and the actual sales percentage of the voucer hotel in online travel booking segment in Indonesia. In addition, this research is also aimed to provide marketing strategies for OTAs by applying Importance-Performance Analysis. Marketing strategy is crucial as the offline travel booking dominates the travel market in Asia Pacific including Indonesia. By considering the appropriate marketing strategy, OTA can improve their consumers purchase intention for hotel voucher and strengthen their positions in travel market. The result of this research shows that Brand Image and Trust are 2 factors which have significant effect to the consumers purchase intention. Thus, the highly prioritized marketing strategies that OTA should consider are (1) stay guarantee in the preferred hotel, (2) Call to Action as content marketing through Instagram and blog platforms, and (3) online reschedule option for the booked hotel voucher."
