PURCHASE BEHAVIOR : ONLINE TOUR PACKAGE

Hamdan Hamdan,Tine Yuliantini

doi:10.31933/dijms.v2i3.704

Hamdan Hamdan, Tine Yuliantini

Open Access

https://doi.org/10.31933/dijms.v2i3.704

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Abstract

The purpose of this study was to analyze a model of online tour package purchasing behavior which is influenced by the perceptual aspects of review ratings, perceived risk, trust and purchase intention. The research design used a combination of exploratory, descriptive-quantitative research. The population and sample selection uses consumers in West Jakarta who will purchase tour packages online. Determining the number of samples using purposive sampling technique and will be distributed to 203 consumers. These findings prove that the rating review positive effect on trust and perceptions of risk. Perceptions of risk have a negative effect on trust and purchase intention. Trust has a positive effect on purchase intention. This is an important consideration for business actors in making future marketing strategy decisions to achieve competitive advantage.

Highlights

The digital economy revenue in Indonesia until the end of 2019 reached US $ 40 billion.Of the total figures, the online travel sector contributed 10.2 percent of the revenue
The purpose of this study was to analyze a model of online tour package purchasing behavior which is influenced by the perceptual aspects of review ratings, perceived risk, trust and purchase intention
Determining the number of samples using purposive sampling technique and will be distributed to 203 consumers. These findings prove that the rating review positive effect on trust and perceptions of risk

Summary

Introduction

The online travel sector contributed 10.2 percent of the revenue. Based on this data, the growth of online travel agents will be even more massive year (Setiawan, 2019) and vice versa 84.6 percent of Indonesian tourists visit abroad (Rina Astini, 2020). The potential for online travel package business is a great opportunity to answer market needs, because (Yuliantini, 2019) tourist destinations are an important factor in influencing consumer intention in visiting. Rekarti & Doktoralina, (2017) business actors need to make competitors as an act of orientation, so as not to lose competition in the future, namely (Woodruff, 1997) by creating consumer value is an important component to achieve competitive advantage, because Permana, (2017) with the right strategy can direct the effectiveness of strategic decision making in the future. One of the important factors that influence consumer value is psychological factors, where this factor is built by aspects of perception, learning, beliefs and attitudes (Kotler & Keller, 2013)

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