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All Journal Jurnal Ilmiah Manajemen Kesatuan
Arry Sabdo Ananto
Universitas Diponegoro, Indonesia
Economics, Econometrics & Finance Social Sciences

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Determinants of Indonesian Users’ Intention to Use Online Travel Agent Services: A UTAUT-Based Approach Luthfi Iskandar; Arry Sabdo Ananto; I Made Sukresna
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 5 (2026): JIMKES Edisi September 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i5.5737

Abstract

Growing competition among Online Travel Agencies (OTAs) in Indonesia, driven by economic slowdown and shifting consumer behavior, has reduced business performance and slowed technology adoption. This study examines Indonesian users’ interest in utilizing OTA platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT) model, which includes four main determinants: performance expectancy, effort expectancy, social influence, and facilitating conditions. To improve the model’s explanatory power, the study added two additional variables. The study integrates perceived trust and user attitude to examine their influence on users’ intention to adopt OTA services. Using a quantitative approach, the study collected data from 400 respondents in Indonesia with prior OTA experience. The findings show that perceived trust, performance expectancy, and effort expectancy significantly influence user attitude. Furthermore, perceived trust, performance expectancy, effort expectancy, social influence, facilitating conditions, and user attitude significantly affect intention to purchase OTA services. All nine hypotheses were supported, confirming the relevance of the extended UTAUT framework in explaining OTA adoption intentions. The study deepens understanding of consumer behavior in the digital tourism sector and supports innovation in online service delivery.
Co-Authors I Made Sukresna Luthfi Iskandar