KEPERCAYAAN DAN SIKAP KONSUMEN TERHADAP MINAT PEMESANAN HOTEL DI TRAVELOKA
:
https://doi.org/10.9744/jmp.7.1.1-9
Keywords:
Kepercayaan, Utility belief, Trust belief, Quality belief, Sikap, Minat PemesananAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh kepercayaan yang dilihat dari utility, trust, dan quality terhadap sikap dan minat melakukan pemesanan hotel di Traveloka. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 110 responden yang pernah melakukan pemesanan apapun pada Traveloka dan membaca ulasan online mengenai hotel di Traveloka dalam 2 tahun terakhir. Pengolahan data menggunakan Analisa multivariat dengan menggunakan teknik Structural Equation Modelling (SME) berbasis varian atau Partial Least Square (PLS). Hasil dari penelitian ini menunjukkan bahwa quality belief memberikan pengaruh langsung dan signifikan terhadap sikap dan minat pemesanan, dan sikap konsumen yang positif memberikan dampak yang signifikan terhadap minat pemesanan hotel. Sedangkan utility dan trust belief tidak menunjukkan pengaruh signifikan terhadap pembentukan sikap dan minat konsumen dalam melakukan pemesanan hotel di Traveloka.
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