MEASURING THE EFFECT OF WEBSITE QUALITY TOWARD CONSUMER DECISION JOURNEY AT TRAVELOKA.COM

• Main Author: lHayah Suwita (NIM 19014085), Fanniyatu
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22072
• Institution: Institut Teknologi Bandung

The rapid growing of information technology has changed the way consumer buy product and service. Online travel agent is the specific business to consumer in the context <br /> <br /> of online transaction. Traveloka.com is one of many online travel agent in Indonesia and they have the biggest website visitors among others.Although Traveloka.com is the best online travel agent in Indonesia, the companystill need to survive from its competitors. Website is the important media for online travel agent because all the communication and distribution process with consumer did via website. The good quality of website may have a significant affect toward consumer decision to purchase a product or services at Traveloka.com. The objective of this research is to know the effect of website quality toward consumer decision journey at Traveloka.com. In this research, the researcher did a survey. The data will be analyzed using multiple linear regression analysis to measure the effect of each website quality sub variable toward consumer <br /> <br /> decision journey. Simple linear regression also used to measure the effect of website quality toward each consumer decision journey phase. The result of this research is each of website quality sub variable have a significant and positive relationship toward consumer decision journey. Website quality also have a significant <br /> <br /> effect from 43 % until 55,6 % toward each of consumer decision journey phase. So, the website <br /> <br /> <br /> <br /> quality have significant effect toward consumer decision journey.