Abstract:
Purpose : The purpose of the study is to take a look at the relationship between trust, perceived risk, perceived price, attitude and purchase intention to online hotel booking purchase intention particularly online hotel booking user in Cikarang and Bekasi area.. How these factor might have an effect on shopper purchase intention.
Design/Methodology/Approach : A total of 190 respondents were taken from online tour shopper in Cikarang and Bekasi area to examine the relationship of factors that affect online hotel booking purchase intention. Data were collected through structured questionnaire used seven-point Likert scale and observed utilizing Structural Equation Modeling (SEM) analysis
Findings : The finding show the factors that affect the intensity of online hotel booking. Trust, perceived price and attitude shows positively affect to purchase intention of online hotel booking meanwhile perceived risk show negatively to to purchase intention of online hotel booking.
Originality/Value : The author believe this is the first study who is investigate factors affecting the intensity of online hotel booking among online tour shopper in Cikarang and Bekasi area
