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

Authors

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

Keywords:

Online Advertisement, Purchase Intention

Abstract

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.

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IInternational Journal of Scientific Research in Computer Science, Engineering and Information Technology

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Published

2018-09-30

Issue

Volume 3, Issue 7, September-October-2018

Section

Research Articles

License

Copyright (c) IJSRCSEIT

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

[1]
Handrie Noprisson, Nur Ani, " Analysing Factors of Online Advertisement for Purchase Intention in Online Travel Booking Application, IInternational 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.