Analysing Factors of Online Advertisement for Purchase Intention in Online Travel Booking Application

Authors(2) :-Handrie Noprisson, Nur Ani

The growth of smartphone users supported the acceleration of online transportation business. To support its business growth, the business company should make strategy to increase purchase intention. Based on recent research in other business field, perception of consumer regarding advertisement attributes will be intended to purchase intention to buy from online web shopping. More specific, motivation factors also influence to purchase intention, including product involvement and trust to web. This research will conduct research on how motivational factors (such as product involvement and trust in the website) and online advertisement affect purchase intention in online travel booking. Based result of data analysis, Perceived Entertainment has the biggest influence to Trust with t-value 17.805. Next, Perceived Informativeness also has influence to Product Involvement with score 12.021. Trust has influence to Intention to purchase with score 12.385. Unfortunately, Product Involvement has the worst influence to Intention to purchase with score 5.106.

Authors and Affiliations

Handrie Noprisson
Faculty of Computer Science, Universitas Mercu Buana, Jakarta Barat, Indonesia
Nur Ani
Faculty of Computer Science, Universitas Mercu Buana, Jakarta Barat, Indonesia

Online Advertisement, Purchase Intention

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Publication Details

Published in : Volume 3 | Issue 7 | September-October 2018
Date of Publication : 2018-09-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 192-198
Manuscript Number : CSEIT183725
Publisher : Technoscience Academy

ISSN : 2456-3307

Cite This Article :

Handrie Noprisson, Nur Ani, "Analysing Factors of Online Advertisement for Purchase Intention in Online Travel Booking Application", International Journal of Scientific Research in Computer Science, Engineering and Information Technology (IJSRCSEIT), ISSN : 2456-3307, Volume 3, Issue 7, pp.192-198, September-October-2018.
Journal URL : http://ijsrcseit.com/CSEIT183725

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