ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL
Recently, sharing economy business model has going rapidly with the advancement of technology in Indonesia. One of sharing economy model in terms of lodging and renting accommodation in Indonesia is named as Airbnb. With the existence of Airbnb, people can easily search for many kinds of lodgings, e...
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id-itb.:306272018-08-31T07:53:49ZANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL Sam Ramadhan (19015064), Rizky Indonesia Final Project INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/30627 Recently, sharing economy business model has going rapidly with the advancement of technology in Indonesia. One of sharing economy model in terms of lodging and renting accommodation in Indonesia is named as Airbnb. With the existence of Airbnb, people can easily search for many kinds of lodgings, even the one that suited for budget traveller. The existence of Airbnb can bring a significant effect for Indonesian customer, especially low budget customer that in need of lodgings. The purpose of the research is to find out how the behavioral intention of buying of Indonesian people towards Airbnb and budget Hotel. The analysis will be conducted by extended fishbein model to judge the customer’s behavioral intention towards Airbnb and budget hotel. In terms of finding out the behavioral intention of the customers, researcher needs to judge the customer’s attitude and the subjective norm that affect their decision. The scaling and attributes used for the customer’s attitude and subjective norms are based on previous study. To determine the customer attitudes evaluation, the assessment are based on the affordable level, comfort, cleanliness, quality of facilities, strategic position, security, easiness to rent, local authenticity of renting, easiness to solve unexpected problem, and friendly service. In subjective norm, customers are judge based on their frequency to follow their parents, friends, and previous guest review. The result shows that there are significant relationship of customer attitude and subjective norms towards behavioral intention. Other than that, this research also assesses which factor that mostly affects people on their buying intention by using SPSS. Researcher hoped this research could gain some information for budget hotel and Airbnb to see the society reaction towards sharing economy model in lodging industry, and which factors that mostly affecting them. text |
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Recently, sharing economy business model has going rapidly with the advancement of technology in Indonesia. One of sharing economy model in terms of lodging and renting accommodation in Indonesia is named as Airbnb. With the existence of Airbnb, people can easily search for many kinds of lodgings, even the one that suited for budget traveller. The existence of Airbnb can bring a significant effect for Indonesian customer, especially low budget customer that in need of lodgings. The purpose of the research is to find out how the behavioral intention of buying of Indonesian people towards Airbnb and budget Hotel. The analysis will be conducted by extended fishbein model to judge the customer’s behavioral intention towards Airbnb and budget hotel. In terms of finding out the behavioral intention of the customers, researcher needs to judge the customer’s attitude and the subjective norm that affect their decision. The scaling and attributes used for the customer’s attitude and subjective norms are based on previous study. To determine the customer attitudes evaluation, the assessment are based on the affordable level, comfort, cleanliness, quality of facilities, strategic position, security, easiness to rent, local authenticity of renting, easiness to solve unexpected problem, and friendly service. In subjective norm, customers are judge based on their frequency to follow their parents, friends, and previous guest review. The result shows that there are significant relationship of customer attitude and subjective norms towards behavioral intention. Other than that, this research also assesses which factor that mostly affects people on their buying intention by using SPSS. Researcher hoped this research could gain some information for budget hotel and Airbnb to see the society reaction towards sharing economy model in lodging industry, and which factors that mostly affecting them. |
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Final Project |
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Sam Ramadhan (19015064), Rizky |
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Sam Ramadhan (19015064), Rizky ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL |
author_facet |
Sam Ramadhan (19015064), Rizky |
author_sort |
Sam Ramadhan (19015064), Rizky |
title |
ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL |
title_short |
ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL |
title_full |
ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL |
title_fullStr |
ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL |
title_full_unstemmed |
ANALYSIS OF CUSTOMER BEHAVIOR INTENTION TOWARDS AIRBNB AND LOW BUDGET HOTEL |
title_sort |
analysis of customer behavior intention towards airbnb and low budget hotel |
url |
https://digilib.itb.ac.id/gdl/view/30627 |
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1821995811875061760 |