Pengaruh Usefulness Dan Ease Of Use Terhadap Online Booking Hotel Intention Di Platform Agoda
DOI:
https://doi.org/10.56910/nawasena.v3i1.1014Keywords:
Usefulness, Ease of Use, Online Booking Hotel IntentionAbstract
This research is driven by the researcher's observations concerning online hotel booking intention on the Agoda platform. The development of guest visit rates has experienced a significant decline, with fewer guests opting to check in using the Agoda platform compared to other online travel agents. This is influenced by the perceived lack of usefulness and ease of use on the Agoda website. The objective of this study is to describe and analyze the impact of usefulness and ease of use on online hotel booking intention on the Agoda platform. The research methodology employed is quantitative research using purposive sampling, with a sample size of 130 respondents determined using the Hair formula. Data collection in this study utilized a questionnaire with a Likert scale that had been tested for validity and reliability. The collected data was analyzed using multiple linear regression analysis with the assistance of SPSS (Statistical Product and Service Solution) version 27.00. Based on the research analysis, it can be concluded that the independent variables, usefulness (X1) and ease of use (X2), have a positive and significant influence on the dependent variable, which is online hotel booking intention. Usefulness (X1) and ease of use (X2) collectively account for 24.7% of the variance in online hotel booking intention (Y), while the remaining 75.3% is influenced by other variables.
References
Adnan, Fathin (2019). “Pengaruh Persepsi Kemanfaatan, Kemudahan Penggunaan, Kenyamanan dan Resiko Terhadap Minat Nasabah Menggunakan E-Banking Bank BRI Syariah”
Agag, G., & El- Masry, A.A (2016). Understanding customer intention to participate in online travel community and effects on customer intention to purchase travel online and WOM: An integration of innovation diffusion theory and TAM with trust. Computers Humans Behavior,60, 97-111.
Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Simintiras, A. C. (2016). Jordanian consumers’ adoption of telebanking: Influence of perceived usefulness, trust and self efficacy.
Chen, H., Phelan, K. V., & Jai, T. M. (Catherine). (2016). Gender Differences in Deal Hunting: What Motivates Consumers to Search and Book Hotel Deals Journal of Hospitality Marketing and Management, 25(5), 613–639.
Choice. 2019. Hotelking Site Compare: Booking.com, Expedia, Wotif, Hotels.com adn More, Sumber:https://www.choice.com.au/travel/accommodation/hotels/buying-guides/hotel-booking Diakses 9/1/2019.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly Vol. 13, No. 5.
Noviarni, Eni. 2014. Analisis Adopsi Layanan Internet Banking oleh Nasabah Perbankan di Pekanbaru (Technology Acceptance Model). JurnalAl-Iqtishad, Edisi:10 Vol.1.
Pitanatri, Made Uttari dan Wijaya. 2021. Pengaruh Perceived Ease of Use, Perceived of Usefulness dan Financial Risk Terhadap Intention to Use pada Booking.com. di Bandung. Bali: Universitas Udayana.
Setyo, Wibowo. (2015). Airbnb: Pengaruh Persepsi Manfaat, Persepsi Kemudahan, Persepsi Risiko Dan Fitur Layanan Terhadap Minat Penggunaan E- Money (Studi Kasus Pada Pengguna E-Money Kota Palembang)
Ursila Imro’atu Wakhida, “Peran Perceived Usefulness dan Perceived Ease of Use dan EWOM Negative Terhadap Niat Pembelian Para Pengguna Aplikasi Layanan Kesehatan Halodoc” Jurnal Ilmu Manajemen 08, No. 04 (2020)
Widiyanti, W. (2020). Pengaruh Kemanfaatan, Kemudahan Penggunaan dan Promosi terhadap Keputusan Penggunaan E-Wallet OVO di Depok. Moneter - Jurnal Akuntansi Dan Keuangan, 7(1), 54–68. https://doi.org/10.31294/moneter.v7i1.7567
Xu, X., & Schrier, T. (2019). Hierarchical effects of website aesthetics on customers’ intention to book on hospitality sharing economy platforms. Electronic Commerce Research and Applications, 35(May), 100856. https://doi.org/10.1016/j.elerap.2019.100856
