ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI ONLINE RESERVATION HOTEL MELALUI ONLINE TRUST HOTEL DI SURABAYA

Trisna Marliani

Abstract


Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi reservasi online hotel melalui online trust hotel di Surabaya, serta seberapa besar pengaruh online trust hotel terhadap reservasi online. Penelitian ini melibatkan 100 orang responden. Teknik analisa data yang digunakan adalah Partial Least Square (PLS). Ada 4 faktor yang mempengaruhi online trust yaitu perceived usefulness, perceived enjoyment of technology, perceived security dan perceived privacy. Hasil penelitian menunjukkan bahwa yang berpengaruh positif dan signifikan terhadap online trust hotel yaitu perceived enjoyment of technology, perceived security, perceived privacy, sedangkan perceived usefulness berpengaruh negatif dan tidak signifikan terhadap online trust.

 


Keywords


Perceived usefulness, perceived enjoyment of technology, perceived security, perceived privacy, online trust hotel, reservasi online

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