THE IMPACT OF ONLINE TRAVEL AGENCY WEBSITE QUALITY TOWARD PURCHASE INTENTION

• Main Author: Evelyne E Purba, Christina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78621
• Institution: Institut Teknologi Bandung

The adoption of internet in society and the development of purchasing behaviour that started to change from offline purchasing toward online purchasing significantly affects the growth of online businesses particularly e-commerce. In Indonesia, one of the e-commerce with postive effect from internet adaptation is online travel agency. The online travel agency business started rising following the change of purchasing behavior in the customer. In the online business competitiveness, it is become more easy for customers to decide whether they want to purchase through that particular company or not. It is not enough for customers to only visits the website, as a part of the success factors the visits should convert into sales. And as an e-commerce business, one of the crucial factors that detemine the decision is the website of the online travel agency itself as the media that transferring the value that the company want to deliver to their customers. This quantitative method research aims to investigate the website quality impact toward purchase intention of customers in an online travel agency website by analyzing the factors that considered as important from website quality factors and examining the influence of variables such as site quality, information quality, interaction quality, and travel-specific quality on purchase intention. A survey was conducted and gathered 335 qualified respondents. Respondents were asked to answer questions that consist of demographic information and website quality factors relationship with purchase intention. The data then analyzed using descriptives statistics and multiple linear regression. The result found factors that considered with the highest important from online travel agency’s website quality instruments are the safety of transactions and personal data, the accuracy and credibility of information that being provided in the website, and the convenience of purchasing through the website. 3 of 4 variables from website quality also proved to be affecting the purchase intention. The three variables are site quality, information quality, and interaction quality. Variable with the highest influence is information quality for 29.17% and followed by site quality in 12.46%. These findings should be in consideration of industry practitioners to support the drive of the website convertion rate.