Analysing Factors of Online Advertisement for Purchase Intention in Online Travel Booking Application
Keywords:
Online Advertisement, Purchase IntentionAbstract
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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