Analisis Pengaruh Sikap, Kepercayaan, Persepsi Resiko, dan Persepsi Kegunaan Terhadap Minat Konsumen Reservasi Hotel dalam Jaringan (Online)

Veronica, Jesslyn (2020) Analisis Pengaruh Sikap, Kepercayaan, Persepsi Resiko, dan Persepsi Kegunaan Terhadap Minat Konsumen Reservasi Hotel dalam Jaringan (Online). Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini meneliti pengaruh sikap, kepercayaan, persepsi resiko, dan persepsi kegunaan terhadap minat pemesanan kamar hotel dalam jaringan. Seorang hotelier terutama dalam bidang e-commerce perlu mengetahui faktor-faktor pendorong seorang konsumen melakukan reservasi kamar melalui jaringan online. Penelitian ini menerapkan metode survey dengan membagikan kuesioner kepada beberapa grup, dengan total kuesioner yang disebarkan sebanyak 1221, dan kuesioner yang kembali sebanyak 418. Sampel yang diambil berdasarkan populasi berupa masyarakat Batam yang menggunakan fasilitas aplikasi platform online untuk memesan kamar hotel. Setelah responden mengisi kuesioner, hasil data yang dikumpulkan diuji dengan menggunakan program SPSS 24 untuk menguji pengaruh masing-masing variabel bebas terhadap variabel terikat. Penelitian membuahkan hasil bahwa variabel sikap dan persepsi kegunaan berpengaruh positif terhadap minat pemesanan kamar hotel melalui jaringan. Sedangkan variabel kepercayaan tidak mempunyai pengaruh signifikan positif terhadap minat pemesanan kamar melalui jaringan online. Masih terdapat beberapa keterbatasan pada penelitian ini seperti variabel penelitian yang kurang banyak dalam menentukan variabel dependen ini. Kemudian, populasi yang diambil adalah masyarakat Batam saja, dimana pendapat dan data yang dikumpulkan hampir seragam, yang menyebabkan data tidak normal. Setelah itu, penelitian ini sebatas pemesanan online untuk kamar hotel saja, sedangkan untuk zaman sekarang, pemesanan online dapat digunakan untuk berbagai fitur seperti pemesanan tiket pesawat, pemesanan transportasi online, pembelanjaan online, dan lain sebagainya. ********************************************************************** This study examines the influence of attitudes, beliefs, risk perceptions, and perceptions of usefulness to interest in booking hotel rooms using OTA. A hotelier especially in the field of e-commerce needs to know the factors driving a consumer to make a room reservation through an online network. This study used a survey method by distributing questionnaires to several groups, with a total of 1221 questionnaires distributed, and 418 returned questionnaires. Samples were taken based on people who used online application facilities to buy hotel rooms. After the respondent fills in the questionnaire, the result data is collected using the SPSS 24 program to collect each independent variable on the accepted variable. The research produced results that the variable attitude and perceived usefulness had a positive effect on interest in booking hotel rooms online. While the variables of trust and risk perception do not have a significant effect on interest in booking a room using OTA. There are still some limitations in this study such as the research variables that are lacking in determining this dependent variable. Then, the population taken is Batam people only, where opinions and data collected are almost uniform, which causes the data to be abnormal. After that, this research is limited to online bookings for hotel rooms, whereas for today, online bookings can be used for various features such as flight ticket reservations, online transportation reservations, online shopping, and so on.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 23
Uncontrolled Keywords: Attitude, trust, perceived risk, perceived usefulness, intentions in purchasing hotel rooms online
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General) > Travel and state. Tourism
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 28 Apr 2020 03:15
Last Modified: 28 Apr 2020 03:17
URI: http://repository.uib.ac.id/id/eprint/2315

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