PENGARUH CONVENIENCE, EASE OF INFORMATION SEARCH, TRANSACTION, INFORMATION CREDIBILITY, PRICE AND SAFETY TERHADAP ONLINE HOTEL REPURCHASE INTENTION GENERASI Z PADA ONLINE TRAVEL AGENT (OTA)
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https://doi.org/10.9744/pemasaran.14.2.77-85
Keywords:
Convenience, ease of information search, information credibility, online hotel repurchase intention, price, safety, transaction.Abstract
Tujuan penelitian ini untuk mengetahui apakah convenience, ease of information search, transaction, information credibility, price and safety berpengaruh terhadap online hotel repurchase intention Generasi Z pada OTA. Sampel yang digunakan dalam penelitian ini sebanyak 154 responden. Hasil dari penelitian menunjukkan bahwa convenience, ease of information search, information credibility, price dan safety berpengaruh positif dan signifikan terhadap online hotel repurchase intention generasi Z, sedangkan transaction berpengaruh negatif dan tidak signifikan terhadap online hotel repurchase intention generasi Z. Variabel safety menjadi faktor yang paling dominan dalam mempengaruhi online hotel repurchase intention generasi Z pada OTA.References
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