PENGARUH ONLINE SERVICESCAPE DAN TRUST TERHADAP NIAT KONSUMEN MELAKUKAN RESERVASI HOTEL SECARA ONLINE PADA SITUS WEB SHANGRI-LA SURABAYA
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Abstract
Intisari - Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh online servicescape dan trust terhadap niat konsumen melakukan reservasi hotel secara online. Objek yang diambil adalah Hotel Shangri-La. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari penyebaran kuesioner. Responden dalam penelitian ini adalah 150 respomden yang pernah melakukan reservasi secara online pada situs web hotel shangri-la Surabaya minimal 6 bulan terakhir. Teknik pengambilan sampel penelitian ini adalah non-probability sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan melalui pengujian secara statistik. Pengujian dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan Analisis of moment structures (AMOS 16). Hasil penelitian ini menunjukkan bahwa faktor-faktor behavioral intentions mempunyai hubungan yang signifikan yaitu antara Aesthetic Appeal terhadap Trust. Financial Security memiliki hubungan yang signifikan terhadap Trust dan Trust memiliki hubungan yang signifikan terhadap Purchase Itention. Sedangkan faktor Layoutand Functionally menunjukan tidak adanya hubungan dengan Trust.
Katakunci: E-Servicescape, Consumer Trust, Purchase Itention, E-commerce, Servicescape.
Abstract - This study aims to identify and analyze the influence of online servicescape and trust the intentions of consumers conduct online hotel reservations. Objects taken is the Hotel Shangri-La. The data used in this study are primary data obtained from questionnaires. Respondents in this study were 150 respomden ever make reservations online on the hotel website shangri-la Surabaya at least 6 months. The sampling technique of this study was non-probability sampling. This study uses a quantitative approach through statistical testing. Testing is done using Structural Equation Modeling (SEM) with the help of analysis of moment structures (AMOS 16). The results indicate that behavioral intentions factors had a significant relationship is between Aesthetic Appeal against the Trust. Financial Security has a significant relationship to the Trust and the Trust has a significant relationship to pruchase Itention. While the layout and Functionally factors showed no relationship with the Trust.
Keywords: E-Servicescape, Consumer Trust, Purchase Itention, E-commerce, Servicescape.
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