PENGARUH EWOM DAN ONLINE TRUST TERHADAP PURCHASE INTENTION DI AGODA

Olivia Meybiani(1*), Gabriella Faustine(2), Hanjaya Siaputra(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


ABSTRAK
Perkembangan jumlah pengguna internet di Indonesia membawa dampak positif bagi bisnis yang menggunakan fasilitas internet. Salah satu bisnis yang ikut berkembang yaitu bisnis travel, dengan hadirnya peluang yang ada agoda hadir sebagai salah satu platform Online Travel Agent (OTA) di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh eWOM dan online trust terhadap purchase intention di agoda. Penelitian ini menggunakan metode kuantitatif kausal dengan total jumlah 120 responden yang merupakan konsumen Agoda. Hasil penelitian menunjukkan bahwa eWOM tidak berpengaruh signifikan terhadap purchase intention. Akan tetapi, online trust berpengaruh signifikan terhadap purchase intention.
Kata Kunci: Electronic Word of mouth, Online Trust, Purchase Intention, Online Travel Agent (OTA)
ABSTRACT
Internet users in Indonesia have developed and bring positive effect for businesses that use internet facilities. The businesses that has developed is the travel business, with the great opportunity as Online Travel Agent (OTA) platform in Indonesia. This study aims to determine the effect of eWOM and online trust toward purchase intention in Agoda. This study using the quantitative causal method with 120 respondent who are Agoda’s consumers. The result of this study indicates that eWOM has no significant effect on purchase intention. However, online trust has a significant effect on purchase intention.
Keywords: Electronic Word of mouth, Online Trust, Purchase Intention, Online Travel Agent (OTA)


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References


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