THE EFFECTS OF B2B E-COMMERCE WEBSITE’S INFORMATION QUALITY ON PURCHASE INTENTION IN SMSHS SECTOR

• Main Author: Debora Angelia, Krisanti
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48886
• Institution: Institut Teknologi Bandung

Small to medium-sized hotels (SMSHs) have been growing rapidly through the years due to the rise of Indonesia's tourism industry. This phenomenon attracted a startup, Veesit Technology, to partake in developing budget hotels in Indonesia by providing products and services that are beneficial for bettering their hotel management. In distributing the product, the company considers using its e-commerce website to provide information and easy-to-use transaction tools for its customers. Nowadays, more B2B (business-to-business) companies realize that e-commerce websites are a fundamental factor in the business process. Websites as one of the most important medium play roles as the main interface between companies and their customers. The purpose of this study is to analyze the influence of The B2B e-commerce website's information quality on customer’ purchase intention. The researcher uses a quantitative method, multiple regression, and descriptive analysis to analyze the data. The study was applied to the owners and decision makers of SMSHs whose hotels are located in West Java. Based on the results of the analysis, one of the information quality variables, namely relevance, has a positive effect on purchase intention. Information's relevance has two different dimensions, namely applicability and easy information scanning journey. Other variables, namely information's accuracy, which consist of dimensions of conciseness, verifiability, and completeness were found to be insignificant or had no effect on purchase intentions in the purchase process. Known to have a moderate correlation with purchase intentions, it is very important for B2B business people or marketers to consider Information's Relevance in developing their ecommerce. The researcher summarizes a number of strategies to maximize the relevance of information on B2B e-commerce websites to increase the purchase intention of potential buyers. Including SEO planning, article publication, targeted content production, social media utilization, ensuring users get a good customer experience when visiting the company's website by installing the right hierarchy on the website and thinking about the right mobile version, providing product demos, and keeping track of buying intent.