Assessing E-Commerce Factors Influencing Consumer Purchasing Behaviour in the Hospitality Industry: Evidence from Traveloka Users

Edi Sudrajat ()
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Edi Sudrajat: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 552-561 from Springer

Abstract: Abstract This study investigates the influence of Marketing 5.0 factors, including convenience, trust, and security, on hotel room purchasing decisions through the Traveloka platform, focusing on the Four Points by Sheraton Hotel in Makassar. A quantitative approach was employed, with data collected from 120 Traveloka users in Makassar using structured questionnaires. Multiple linear regression analysis revealed that convenience, trust, and security significantly impact purchasing decisions, with convenience exerting the most substantial influence. The study found that 58.3% of the variance in purchasing decisions can be attributed to these factors, emphasizing the crucial role of a user-friendly, trustworthy, and secure online environment in enhancing customer engagement and increasing bookings. These findings offer valuable insights for the hospitality industry, highlighting the need for hotels to focus on improving the ease of use, trust, and security of their e-commerce platforms to drive hotel room sales and foster consumer loyalty. Future research should examine additional factors, such as pricing and service quality, to provide a more comprehensive understanding of consumer behavior in the e-commerce hotel industry.

Keywords: Convenience; Trust; Security; Purchasing Decisions (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-758-8_47

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