Analysis of Travel Ticket Booking Application Services Based on Supporting Factors for Purchase Intention

Abstrak

Travel ticket booking application must have quality in terms of product perspective in order to increase purchase intention by users. The purchase intention of application services can be seen from several factors including usability, price, ease of use, complementarity and entertainment. This study will propose a research model for the identification of online travel booking application service quality based on product perspective to increase purchase intention based on dataset analysis collected from a sample of respondents. From the results of data collection, from a total of 1267 questionnaires collected, only 1029 valid questionnaires were obtained. The model was tested using a two-tails significant level score of 0.05 for hypothesis testing. According to data analysis, complementary factors have the greatest influence on purchase intention with a t-test value of 6.771. In addition, the entertainment factor has the second largest influence with a t-value of 5,334. The usability factor has the third largest influence on purchase intention, a t-test value of 4,620. The ease of use factor has the fourth largest influence with a t-test value of 3.641.