Analysis on Purchase Intention of Indonesian Backpacker in Accommodation Booking through Online Travel Agent

Abstract

The growing number of internet user in Indonesia encourage e-commerce in Indonesia, especially for online travel agent. Every online travel agent must now provide a different value proposition by knowing what factors influence the customer’s purchase intention. To overcome these problems, an analysis will be carried out regarding the intention to purchase of customer in travel accommodation through an online travel agent. A model from Agag and El-Masry was applied, in which the model discusses the effect of intention to purchase on several variables. Result of study show that intention to purchase variable is significantly influenced by attitude, where attitude itself is significantly influenced by compatibility and trust. For word of mouth positive variables are significantly influenced by attitude and intention to purchase, where the intention to purchase is significantly influenced by compatibility and attitude.