Electronic Word of Mouth and Purchase Intention on Traveloka

DOI

10.2991/aebmr.k.200131.008How to use a DOI?

Keywords

E-Word of Mouth, Online Travel Agency, Purchase Intention

Abstract

Traveling recently became a trend in several countries including Indonesia. The Present of e-commerce in travel industry such as online travel agency (OTA) both local and global have been affecting in communities behavioral and purchasing patterns. Most of Indonesian now tends to use booking online to meet their needs in related to transport, hospitality and tourism. That makes the role of electronic word of mouth (EWOM) also becomes very important for consumer in their online purchasing process. Consumer often to rely on EWOM in review form to collect many information and make purchase decision. The purpose of this study is to examine the influence of EWOM toward consumer purchase intention at Traveloka as one of popular local OTA in Indonesia. The study was conducted by sending directly online questionnaires to 50 respondents in Bandung city who previously had used online booking services at least once on either Traveloka application or website. This research uses structure equation modeling (SEM) in analyzing data research. The result of this study indi-cates that credibility, quality and quantity of EWOM have negative influence toward intention purchase in Traveloka. From this result Traveloka needs to maintain and improve their consumer satisfaction to consistent-ly learn trust and positive EWOM among consumers to attract intention purchase on other consumer to using them.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - S.A Zahratu
AU  - R. Hurriyati
PY  - 2020
DA  - 2020/02/07
TI  - Electronic Word of Mouth and Purchase Intention on Traveloka
BT  - Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)
PB  - Atlantis Press
SP  - 33
EP  - 36
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200131.008
DO  - 10.2991/aebmr.k.200131.008
ID  - Zahratu2020
ER  -