Electronic Word of Mouth and Purchase Intention on Online Travel Agent Traveloka Santy Ajeng Zahratu
Universitas Pendidikan Indonesia
Abstract
Traveling recently became a trend in several countries including Indonesia. Online travel agents (OTAs) platform such Traveloka, Agoda, Ticket.com, and Mister Aladin start to develop and become huge in Indonesia. The existences of those OTAs both local and global as new form of ecommerce in travel industry have affecting in communities behavioral and purchasing patterns. Most of Indonesian tends to use booking online to get their travel needs related to transport, hospitality and tourism. It makes Indonesia also ranked third place in The Digital Traveler survey on 2017. The role of electronic word of mouth (EWOM) also becoming very important for consumers in their online purchasing process. Consumer often to rely on EWOM in review form to get many information and make purchase decision. The purpose of this study is to examine the influence of EWOM toward consumer purchase intention at Traveloka as one of popular local OTA in Indonesia. The study was conducted by distributing questionnaires to 100 respondents in Bandung city who previously had at least once using online booking services on either Traveloka application or website. This research uses simple linear regression method in analyzing data research. The result of this study is indicating that EWOM significantly have influence toward people intention in purchasing at Traveloka. From this result, Traveloka needs to maintaining and improving their quality and consumer satisfaction to consistently earn positive EWOM among consumers to attract intention purchase on other consumer through their application.
Keywords: Electronic word of mouth, EWOM, Purchase Intention
