DETERMINATION OF CONSUMER ATTITUDES AND INTENTIONS IN USING ONLINE TRAVEL AGENCIES

Abstract

This study aims to explain the effect of perceived ease of use on consumer attitudes and intentions using Online Travel Agencies. The population in this study is all Indonesian people and by using a sample of 220 respondents who were collected using a non-random sampling purposive sampling technique, namely people who are accustomed to using internet media and have the potential to travel. The data were analyzed using the Structural Equation Model (SEM) approach. This study concludes that there is a significant effect between perceived ease of use on attitudes and perceptions of benefits, perceptions of benefits and attitudes towards intention, the absence of an effect of perceived usefulness on intention, and the indirect effect of perceived ease of use on intention with attitudes and perceived usefulness as mediating variables.