Pengaruh Usefulness Dan Ease of Use Terhadap Online Booking Hotel Intention di Platform Agoda
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Mar 5, 2024
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Abstract
This research is driven by the researcher's observations concerning online hotel booking intention on the Agoda platform. The development of guest visit rates has experienced a significant decline, with fewer guests opting to check in using the Agoda platform compared to other online travel agents. This is influenced by the perceived lack of usefulness and ease of use on the Agoda website. The objective of this study is to describe and analyze the impact of usefulness and ease of use on online hotel booking intention on the Agoda platform. The research methodology employed is quantitative research using purposive sampling, with a sample size of 130 respondents determined using the Hair formula. Data collection in this study utilized a questionnaire with a Likert scale that had been tested for validity and reliability. The collected data was analyzed using multiple linear regression analysis with the assistance of SPSS (Statistical Product and Service Solution) version 27.00. Based on the research analysis, it can be concluded that the independent variables, usefulness (X1) and ease of use (X2), have a positive and significant influence on the dependent variable, which is online hotel booking intention. Usefulness (X1) and ease of use (X2) collectively account for 24.7% of the variance in online hotel booking intention (Y), while the remaining 75.3% is influenced by other variables.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
Anisa, A., Wulansari, N., & Saladin, khairani. (2024). Pengaruh Usefulness Dan Ease of Use Terhadap Online Booking Hotel Intention di Platform Agoda. JURNAL KAJIAN PARIWISATA DAN BISNIS PERHOTELAN, 4(3), 211-220. https://doi.org/10.24036/jkpbp.v4i3.70272
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[2] R. Surenda, A. Adrian, Y. Abrian, and A. H. Fansurya, “The Effect of E-Service Quality on Purchase Decisions With E-Wom as A Moderating Variable on 4-Star Hotels in West Sumatra,” J. Pendidik. Teknol. Kejuru., vol. 5, no. 3, pp. 76–82, 2022, doi: https://doi.org/10.24036/jptk.v5i3.28723.
[3] L. Wang, R. Law, B. D. Guillet, K. Hung, and D. K. C. Fong, “Impact of hotel website quality on online booking intentions: eTrust as a mediator,” Int. J. Hosp. Manag., vol. 47, pp. 108–115, 2015, doi: https://doi.org/10.1016/j.ijhm.2015.03.012.
[4] U. I. Wakhida and S. Sanaji, “Peran Perceived Usefulness dan Perceived Risk sebagai Variabel Pemediasi pada Pengaruh Perceived Ease of Use dan e-WOM Negatif terhadap Niat Pembelian Para Pengguna Aplikasi Layanan Kesehatan Halodoc,” J. Ilmu Manaj., vol. 8, no. 4, p. 1158, Jul. 2020, doi: 10.26740/jim.v8n4.p1158-1174.
[5] D. Marchelina and R. Pratiwi, “PENGARUH PERSEPSI MANFAAT, PERSEPSI KEMUDAHAN, PERSEPSI RISIKO DAN FITUR LAYANAN TERHADAP MINAT PENGGUNAAN E- MONEY (STUDI KASUS PADA PENGGUNA E-MONEY KOTA PALEMBANG).”
[6] D. Kucukusta, R. Law, A. Besbes, and P. Legohérel, “Re-examining perceived usefulness and ease of use in online booking,” Int. J. Contemp. Hosp. Manag., vol. 27, no. 2, pp. 185–198, Jan. 2015, doi: 10.1108/IJCHM-09-2013-0413.
[7] G. Agag and A. A. El-Masry, “Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust,” Comput. Human Behav., vol. 60, pp. 97–111, Jul. 2016, doi: 10.1016/j.chb.2016.02.038.
[8] T. J. Hess, A. L. McNab, and K. A. Basoglu, “Reliability Generalization of Perceived Ease of Use, Perceived Usefulness, and Behavioral Intentions,” MIS Q., vol. 38, no. 1, pp. 1–28, Mar. 2014, [Online]. Available: https://www.jstor.org/stable/26554866.
[9] I. Oncioiu and I. Priescu, “The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective,” Sustain., vol. 14, no. 7, 2022, doi: 10.3390/su14074191.
[10] D. Sugiyono, Metode penelitian kuatintatif , kualitatif dan R & D / Sugiyono. 2018.
[11] A. Elwalda and K. Lu, “The impact of online customer reviews (OCRs) on customers’ purchase decisions: An exploration of the main dimensions of OCRs,” J. Cust. Behav., vol. 15, no. 2, pp. 123–152, 2016, doi: http://dx.doi.org/10.1362/147539216X14594362873695.
[12] H. Bimaruci, A. Hudaya, and H. Ali, “Model of consumer trust on travel agent online: analysis of perceived usefulness and security on re-purchase interests (case study tiket. com),” Dinasti Int. J. Econ. Financ. Account., vol. 1, no. 1, pp. 110–124, 2020.
[13] A. B. Pratama and I. D. G. D. Suputra, “Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan, dan Tingkat Kepercayaan Pada Minat Menggunakan Uang Elektronik,” E-Jurnal Akunt. Univ. Udayana, vol. 27, no. 2, pp. 927–953, 2019, doi: DOI: https://doi.org/10.24843/EJA.2019.v27.i02.p04.
[14] I. G. A. M. Sanjiwani, A. S. Wiranatha, and I Gusti Ayu Oka Suryawardani, “The Use of Online Travel Agent ( OTA ) By Non-Star Hotels in Sanur Bali,” E-Journal Tour., vol. 6, no. 2, pp. 342–358, 2019, doi: https://doi.org/10.24922/eot.v6i2.56514.
[15] S. Yustini and M. Ak, “JURUSAN PERBANKAN SYARIAH FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1441 H / 2019 M.”
[16] L. Nanu, F. Ali, K. Berezina, and C. Cobanoglu, “The effect of hotel lobby design on booking intentions: An intergenerational examination,” Int. J. Hosp. Manag., vol. 89, p. 102530, 2020, doi: https://doi.org/10.1016/j.ijhm.2020.102530.
[17] M. Amin, K. Ryu, C. Cobanoglu, and A. Nizam, “Determinants of online hotel booking intentions: website quality, social presence, affective commitment, and e-trust,” J. Hosp. Mark. Manag., vol. 30, no. 7, pp. 845–870, Oct. 2021, doi: 10.1080/19368623.2021.1899095.
[18] X. Li, X. Zhao, W. (Ato) Xu, and W. Pu, “Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns,” J. Retail. Consum. Serv., vol. 55, p. 102093, 2020, doi: https://doi.org/10.1016/j.jretconser.2020.102093.
[19] R. Filieri, F. Acikgoz, V. Ndou, and Y. Dwivedi, “Is TripAdvisor still relevant? The influence of review credibility, review usefulness, and ease of use on consumers’ continuance intention,” Int. J. Contemp. Hosp. Manag., vol. 33, no. 1, pp. 199–223, Jan. 2021, doi: 10.1108/IJCHM-05-2020-0402.
[20] M. Badir and A. L. Andjarwati, “The Effect of E-WOM, Ease of Use and Trust on Purchase Decisions (Study on Tokopedia Application Users),” J. Minds Manaj. Ide Dan Inspirasi, vol. 7, no. 1, pp. 39–52, 2020.
[21] V. Andavara, B. Sundaram, D. Bacha, T. Dadi, and P. Karthika, “The impact of perceived ease of use on intention to use mobile payment services for data security applications,” in 2021 Second International Conference on Electronics and Sustainable Communication Systems (ICESC), 2021, pp. 1875–1880.
[22] D. L. Kasilingam, “Understanding the attitude and intention to use smartphone chatbots for shopping,” Technol. Soc., vol. 62, p. 101280, 2020, doi: https://doi.org/10.1016/j.techsoc.2020.101280.