Faktor yang Mendorong Konsumen Memilih Hotel Melalui Situs Traveloka.com

Nasir, Munawir (2019) Faktor yang Mendorong Konsumen Memilih Hotel Melalui Situs Traveloka.com. Jurnal Konsep Bisnis Dan Manajemen, 5 (2). pp. 146-157. ISSN 2407-2648

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Abstract

Abstrak Bermodalkan penetrasi yang cepat, Indonesia menjelma menjadi komoditas ekonomi digital terbesar di dunia, sehingga menarik untuk dikaji secara mendalam. Penelitian ini bertujuan mengukur faktor�faktor yang memengaruhi keputusan konsumen memilih hotel secara online yaitu variabel persepsi manfaat, persepsi kemudahan, dan persepsi risiko. Penelitian dilakukan terhadap pelanggan hotel yang bertransaksi melalui e-commerce Traveloka minimal satu kali. Metode penentuan sampel yang digunakan ialah teknik purposive/judgement sampling (non-probability sampling), dan jumlah yang memenuhi kriteria ditetapkan 106 responden. Hasil menunjukkan bahwa variabel persepsi manfaat dan persepsi kemudahan memiliki pengaruh positif dan signifikan terhadap keputusan e-commerce, sedangkan persepsi risiko tidak berpengaruh signifikan. Temuan ini berkontribusi terhadap peningkatan wawasan dan pemahaman para pelaku e-commerce, khususnya Traveloka dalam mengembangkan strategi yang jitu untuk meningkatkan keuntungan bisnis. Kata Kunci: Persepsi Manfaat, Persepsi Kemudahan, Persepsi Risiko, Keputusan Pembelian Online, E-commerce. Abstract Clutching rapid penetration, Indonesia has transformed onto the biggest digital economic market throughout the world, hence it is interesting to be studied in depth. This study aims to measure factors that are considered affecting consumer online purchasing decisions which are perceived usefulness, perceived ease of use, and perceived risk. The study was conducted upon the hotel consumers who have performed online transaction via Traveloka for at least once. The sampling method used purposive sampling technique (non-probability sampling) and the number of respondents that met the criterion was set by 106 respondents. The result shows perceived usefulness and perceived ease of use have positive and significant effect on e-commerce decision, whereas perceived risk has not significant effect. The founding implicates for the improvement of new insights and better understanding to e-commerce actors, especially Traveloka by developing effective strategies to increase profit. Keywords: Perceived usefulness, Perceived ease of use, Perceived risk, Online purchase decision, E-commerce

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	FAKULTAS EKONOMI > MANAJEMEN
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	28 Sep 2021 07:10
Last Modified:	24 Jun 2022 01:51
URI:	http://repository.umi.ac.id/id/eprint/491

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