Track: e-Business/e-Service/e-Commerce

Abstract

The development of information technology has encouraged the emergence of the Online Travel Agent (OTA) in the world of travel agent business. The emergence of OTA’s has caused Indonesian people to start using OTA’s to order travel products when they are going to travel or vacation. The increasing number of Indonesian people who use OTA’s doesn’t guarantee that OTA’s has provided the best service. This is evidenced by the existence of problems and complaints that can cause disappointment for OTA’s consumers. Various problems that arise can affect consumers' intention to purchase travel products through OTA’s. Therefore, the OTA’s needs to know what factors can encourage consumers' intention to purchase travel products through OTA’s, so they can make improvements. The results of data processing using the Structural Equation Modelling (SEM) method indicate that three factors can influence consumer purchase intentions. These factors consist of customer satisfaction, trust, and perceptions of pleasure. Based on this, the OTA’s can make improvements to all three factors so that it can encourage the intention to purchase travel products through OTA.