Perilaku Penggunaan Aplikasi Online Travel Agent (OTA) Oleh Konsumen Generasi Z Untuk Berwisata
Abstract
Developments in technology have contributed to the progress of the tourism industry, including in the online travel agent (OTA) business. OTA business competition in Indonesia is quite high, especially targeting Z generation (gen Z) consumers. This research aims to conduct a study of the intention of gen Z consumers in using OTA. This research consists of three independent variables, namely perceived ease of use, perceived usefulness and trust. The number of respondents in the research was 248 and the research data was collected using a questionnaire. The data was processed using linear regression techniques using the SPSS application. The results are explain that the three variables have an influence on the intention of gen z consumers to use OTA. The results of the study will contribute to OTA providers to understand the behavior of using OTA applications by gen Z consumers for traveling.
References
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Tam, C., Pereira, F. C., & Oliveira, T. (2022). What influences the purchase intention of online travel consumers? Tourism and Hospitality Research. https://doi.org/10.1177/14673584221126468
Teguh, W., & Tjhin, V. U. (2021). Factors affecting the intention to use mobile application online travel agency. Journal of Theoretical and Applied Information Technology, 99(10), 2174–2191.
Vional (2023). Pengaruh Online Reviews, Price Discount Dan Risk Terhadap Purchase Intention Pemesanan Kamar Hotel Pada Online Travel Agent Dengan Brand Trust Sebagai Variable Intervening. INFOTECH Journal, 9(1), 198–206. https://doi.org/10.31949/infotech.v9i1.5356
Anggraini, M., Nusrida, H., & ... (2022). Pola Prilaku Konsumsi Muslimah Generasi Z Terhadap Produk Trend Fashion (Studi Kasus Mahasiswi Uin Imam Bonjol). Jurnal Ekonomika Dan …, 5, 52–64. https://journal.unesa.ac.id/index.php/jei/article/view/21336%0Ahttps://journal.unesa.ac.id/index.php/jei/article/download/21336/9028
Ariyanto, A. K., & Rahmawan, G. (2021). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Minat Beli Masyarkat Terhadap Smartphone Merk Cina. Widya Manajemen, 3(2), 117–127. https://doi.org/10.32795/widyamanajemen.v3i2.1632
Chaphiray, C., & Indriyanti, I. S. (2021). the Influence of Store Environment, Sales Promotion and Perceived Value on Purchase Decision. Media Bisnis, 12(2), 101–106. https://doi.org/10.34208/mb.v12i2.914
Chillakuri, B. (2020). Understanding Generation Z expectations for effective onboarding. Journal of Organizational Change Management, 33(7), 1277–1296. https://doi.org/10.1108/JOCM-02-2020-0058
Fahlevi, R. & Sinambela, F.A. 2024. Faktor Yang Mempengaruhi Niat Penggunaan Aplikasi Dompet Digital Secara Berkelanjutan Oleh Generasi Z. Jurnal Riset Manajemen.
Fakhrudin, A., & Aminuddin, H. D. (2022). The Influence of Price , Quality of Service , and Consumer Trust on Technology-Based Technology-Based Aircraft Ticket Purchase Decisions ( Case Study of Pegipegi . com Travel Agent Users in Yogyakarta ) Pengaruh Harga , Kualitas Pelayanan , dan Kepercayaa. 2(6), 2659–2674.
Gassing, S. S., & Taufik, W. (2023). Pengaruh Brand Ambassaador Ziva Magnolya Terhadap Minat Beli. Ikon --Jurnal Ilmiah Ilmu Komunikasi, 29(1), 67–72. https://doi.org/10.37817/ikon.v29i1.2927
Hair J, R, A., Babin B, & Black W. (2014). Multivariate Data Analysis.pdf. In Australia : Cengage: Vol. 7 edition (p. 758).
Iriani, S. S., & Andjarwati, A. L. (2020). Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of Covid-19 pandemic. Systematic Reviews in Pharmacy, 11(12), 313–320. https://doi.org/10.31838/srp.2020.12.50
Jamaludin, N. F., Hashim, H., Ho, W. S., Lim, L. K., Binti Sulaiman, N. S., Demoral, A., Tirta, A., Kresnawan, M. R., Safrina, R., & Rosalia, S. A. (2021). Electric Vehicle Adoption in ASEAN; Prospect and Challenges. Chemical Engineering Transactions, 89(October), 625–630. https://doi.org/10.3303/CET2189105
Kaban, L. M., & Stevanus, L. (2023). The Antecedents of Purchase Decision at Online Travel Agent (Tiket.com). 4(4).
Keni, K. (2020). How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase? Jurnal Manajemen, 24(3), 481. https://doi.org/10.24912/jm.v24i3.680
Larasetiati, M., & Ali, H. (2019). Model of consumer trust: analysis of perceived usefulness and toward repurchase intention in online travel agent. Journal of Economics and Finance, 3(8), 350–357. https://doi.org/10.21276/sjef.2019.3.8.5
Limna, P., Kraiwanit, T., & Jangjarat, K. (2023). Adopting the Technology Acceptance Model (TAM) to Explore Online Purchase Intention via Facebook Live Streaming: Empirical Evidence from Bangkok, Thailand. Asean Journal of Management & Innovation, 10(1), 1–13.
Marka, M. M., & Noor, S. (2023). Journal of Applied Gen-Z Consumer Behavior : What Factors Affecting Repurchase. 26–32.
Mutiara, M., & Wibowo, I. (2020). Pengaruh Kepercayaan, Keamanan Dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Manajemen Bisnis Krisnadwipayana, 8(2), 10–20. https://doi.org/10.35137/jmbk.v8i2.419
Nguyen, M., Fujioka, J., Wentlandt, K., Onabajo, N., Wong, I., Bhatia, R. S., Bhattacharyya, O., & Stamenova, V. (2020). Using the technology acceptance model to explore health provider and administrator perceptions of the usefulness and ease of using technology in palliative care. BMC Palliative Care, 19(1), 1–9. https://doi.org/10.1186/s12904-020-00644-8
Tam, C., Pereira, F. C., & Oliveira, T. (2022). What influences the purchase intention of online travel consumers? Tourism and Hospitality Research. https://doi.org/10.1177/14673584221126468
Teguh, W., & Tjhin, V. U. (2021). Factors affecting the intention to use mobile application online travel agency. Journal of Theoretical and Applied Information Technology, 99(10), 2174–2191.
Vional (2023). Pengaruh Online Reviews, Price Discount Dan Risk Terhadap Purchase Intention Pemesanan Kamar Hotel Pada Online Travel Agent Dengan Brand Trust Sebagai Variable Intervening. INFOTECH Journal, 9(1), 198–206. https://doi.org/10.31949/infotech.v9i1.5356
Published
2024-12-11
How to Cite
FAHLEVI, Renza; STEFFANI, Steffani; SIHOMBING, Dame Afrina.
Perilaku Penggunaan Aplikasi Online Travel Agent (OTA) Oleh Konsumen Generasi Z Untuk Berwisata.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 13, n. 2, p. 328-334, dec. 2024.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/6265>. Date accessed: 21 dec. 2024.
doi: https://doi.org/10.32503/revitalisasi.v13i2.6265.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
