Consumer Trust Analysis of Reviews, Ratings and Facility Information on the Booking Decision Process of Hotel Traveloka

Abstract

In the coming year, it is estimated that holiday activities will continue to be part of the lifestyle of the Indonesian people. Traveloka with unicorn status is present in Indonesia as an online travel agent which in 2014 entered the hotel reservation business. Competition is very tight from competitors, Traveloka continues to strive to provide the best for its consumers. Traveloka provides services in the form of reviews, ratings and hotel facilities. The purpose of this study was to determine the effect of: consumer trust on hotel booking decisions, reviews of hotel booking decisions both directly and through trust, ratings on hotel booking decisions both directly and through trust, facilities on hotel booking decisions both directly and through trust. The increasing competition requires each retailer to strive to maintain and even win the competition between retailers by understanding consumer behavior, for online shopping consumers, as much as possible can be used as input or consideration in online shopping, and of course as a reference for future researchers. The population is an unknown number of consumers who have booked hotels on Traveloka. The sample data of 200 were obtained by purposive sampling using google form to obtain primary data. The research design used explanatory research. Data were analyzed using path analysis, where data quality tests were previously carried out. The results showed that reviews had no significant effect on trust, reviews had no significant effect on hotel booking decisions, rating had a significant effect on trustworthiness, rating had no significant effect on hotel bookings, information on facilities had a significant effect on trust, facilities information had no significant effect on hotel booking decisions. and trust has a significant effect on hotel booking decisions.

Keywords: Reviews, rating, facility information, trust, hotel booking decisions.

DOI: 10.7176/EJBM/12-30-04

Publication date:October 31^st 2020