Analisis purchase decision pada aplikasi low budget virtual hotel operator (VHO)

Samiono, Bambang Eko and Pradana, Fahrizhar Satya (2020) Analisis purchase decision pada aplikasi low budget virtual hotel operator (VHO). Asian Journal of Innovation and Entrepreneurship, 5 (3). pp. 54-63. ISSN 2477- 0574

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Abstract

The increasing trend of low-budget traveling in recent years has contributed to the emergence of a range of platforms to provide affordable accommodation. This also makes Indonesia a lucrative field for technology-based start-ups in the hotel sector, known as VHO (virtual hotel operators) such as OYO, Reddoorz and, Airy. An interesting fact shows that according to the survey, the reference of people who choose to stay at budget hotels is higher than star hotels, and the total VHO income increases in the range of 10% per year. This study aims to see the effect of E-Service Quality, Brand Image, and Perceived Ease of Use Decision through Trust on the phenomenon of the widespread use of VHO. Non-Probability Sampling with Convenient Sampling is a technique used for sampling in this study. The research data were obtained by distributing research questionnaires to 210 respondents. The data analysis method used is descriptive analysis and SEM analysis with Amos. From this research, it can be concluded that Purchase Decision is directly influenced by the variables E-Service Quality, Brand Image, Perceived Ease of Use and Trust. Purchase Decision variables are indirectly influenced by the variables E-Service Quality, Brand Image, and Perceived Ease of Use through Trust. Furthermore, it can be seen that the Trust variable is most directly influenced by the Brand Image. The Purchase Decision variable has the greatest influence directly by E-Service Quality but indirectly from the Perceived Ease of Use variable through the Trust variable.

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