Analisis Faktor yang Mendorong Konsumen Memilih Hotel Melalui Situs

Muhammad Ashoer, Munawir Nasir Hamzah, Fahrina Mustafa


Clutching rapid penetration, Indonesia has transformed onto the biggest digital economic market throughout the world, hence it is interesting to be studied in depth. This study aims to measure factors that are considered affecting consumer online purchasing decisions which are perceived usefulness, perceived ease of use, and perceived risk. The study was conducted upon the hotel consumers who have performed online transaction via Traveloka for at least once. The sampling method used purposive sampling technique (non-probability sampling) and the number of respondents that met the criterion was set by 106 respondents. The result shows perceived usefulness and perceived ease of use have positive and significant effect on e-commerce decision, whereas perceived risk has not significant effect. The founding implicates for the improvement of new insights and better understanding to e-commerce actors, especially Traveloka by developing effective strategies to increase profit


Perceived usefulness; Perceived ease of use; Perceived risk; Online purchase decision; E-commerce

Full Text:



Ashur, M. (2016). Pengaruh Dukungan Sosial, Persepsi Risiko dan Interaksi Sosial terhadap Kepercayaan Dan Niat Pembelian Konsumen Pada Media S-Commerce (Studi Pada Konsumen S-Commerce Di Indonesia). Jurnal Bisnis dan Manajemen, Vol. 3, No.1.

Ashoer, M & Said, S. (2016). The effect of perceived risk on consumer’s purchase intention in s-commerce websites; an empirical evidence from Indonesia. Proceedings of the International Conference on Accounting, Management, Economics and Social Sciences (ICAMESS). ISBN: 978-602-73705-0-0. (

Ashoer, M. (2019). Pengaruh E-Service Quality Terhadap E-Satisfaction Pada Pelanggan Situs Toko Online Brodo. Jurnal Bisnis, Manajemen, dan Informatika, 15(3), 238-251.

Davis, F.D. (1989). ”Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”. MIS Quarterly.Vol. 13 No. 5, pp.319-339.

Fayad, R. & Paper, D. (2015). The Technology Acceptance Model E-Commerce Extension: A Conceptual Framework. Procedia Economics and Finance. Vol.26. pp.1000 – 1006.

Gefen, D., Karahanna. E. & Straub, D.W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly. Vol. 27, Iss.1, pp. 51–90.

Hong, B. & Cha, S. H. (2013). The mediating role of consumer trust in an online merchant inpredicting purchase intention. International Journal of Information Management, Vol.33, pp.927– 939.

InternetWorldStats. (2018). Top 20 countries with the highest number of internet users. (, Diakses 4 Maret 2018).

Jogiyanto. (2007). Model Kesuksesan Sistem Teknologi Informasi. Yogyakarta: Andi.

Loanata, T & Tileng, G.K. (2016). Pengaruh Trust dan Perceived Risk pada Intention to Use menggunakan Technology Acceptance Model (Studi Kasus pada Situs E-Commerce Traveloka). Jurnal Informatika dan Sistem Informasi (JUISI), Vol.2, No.1, hal.64-73.

Luthfiadi, M. & Dhewanto, W. (2013). Technology Acceptance of E-commerce in Indonesia. International Journal of Engineering Innovation and Management, Vol.3.

McLeod, R. & Schell, Jr., G. P., (2008), Management Information System, Edisi 10. Jakarta: Salemba Empat.

Nielsen. (2016). E-commerce Global Report (, Diakses 4 Maret 2018).

Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptence Model. International Journal of Electronic Commerce, Vol.7, Iss.3, pp.101-134.

Sekaran, Uma. (2011). Research Methods for Business, Buku 2, Edisi 1 dan 2. Salemba Empat. Jakarta.

Schiffman, L & Kanuk, L.L. (2008). Perilaku Konsumen, edisi ketujuh. Jakarta: Indeks.

Turban, E., King, D., Lee, J.K., Liang, T.-P., & Turban, D.C. (2015). Electronic Commerce: A Managerial and Social Networks Perspective. Springer International Publishing: Switzerland.

Zikmund, William G., Barry J. Babin, Jon C. Carr, Mitch Griffin. (2009). Business Research Methods. Edisi 8. South-Western College.



  • There are currently no refbacks.