Consumer's response to e-mail advertisement from tour and travel agency in Indonesia

Abstract

This study aims to determine and analyze consumer response to email advertising from online tour and travel agency in Indonesia. This research was a causal research with quantitative approach. This study used purposive sampling approach with an assessment of the researchers who can be made respondents in accordance with the characteristics of the population. The characteristics of the population were consumers who bought and used online tour and travel agency twice in the past year, lived in Indonesia, and the minimum of level education was bachelor. The number of respondents in this study were up to 125 people. The analysis in this study used a model of SEM (Structural Equation Modeling) through SPSS software version 22.0 for Windows and AMOS version 21.0 for Windows for testing Measurement and Structural Model. The result of this study indicated that with the intention of consumers to buy, build relationship, and trust with good service then consumers will read, open, take advantage of email advertising from tour and travel agencies in Indonesia and even consumers want to get email ads in the future.