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Determining Factors That Create User Interest When Using Online Travel Agent Services in Indonesia Iskandar, Luthfi; Ananto1, Arry Sabdo; Sukresna, I Made
Entrepreneurship and Innovation Review Vol. 4 No. 1 (2026): June Edition
Publisher : Integra Academic Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63208/210113-687

Abstract

The growing competition among Online Travel Agencies (OTAs) in Indonesia, influenced by economic slowdown and shifting consumer behavior, has reduced business performance and technology adoption rates. 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, two additional variables. Perceived Trust and User Attitude are integrated to explore their influence on users’ intention to adopt OTA services. Using a quantitative approach, data were collected from 400 respondents with prior OTA experience in Indonesia. The findings aim to provide insights into users’ trust, comfort, and motivation in online travel booking. Results highlight that factors such as performance expectations, trust, social influence, facilitating conditions, and attitudes vary according to purchase context. This understanding can help OTAs refine their digital strategies, enhance service quality, and strengthen competitiveness within Indonesia’s evolving travel market. Ultimately, the study contributes to a deeper understanding of consumer behavior in the digital tourism sector and supports innovation in online service delivery.
Co-Authors Abdillah, Aris Abdulghani, Zaki Abrari, Fuad Aflit Nuryulia Praswati Ahyar Yuniawan Al Caesar, M. Rizky Ananto1, Arry Sabdo Augusty Tae Ferdinand Azra Rafi Nur Asy'ari Bintoro, Bintoro Chandra Dewi, Maharsiwi Diah Christyawan, Harry Dani, Akhmad Nur Dewi, Ade Puspita Dhikriyah, Laeli Dinata, Amet Candra Dita Monica Sekarini, Dita Monica Edy Rahardja Ekaputri, Alya Maherka Elmer Hafiizh Fernaldi ERIC GUNAWAN Farida Indriani Faturrazaq, Ramadhani Aulia Fernaldi, Elmer Hafiizh Fikri, Raden Muhammad Mukhlis Fitria Ridho Utami Fitriana, Diana Gunawan, Muhammad Arief Gunawan, Vanessa Cahyani Hapsari, Yunita Chandra Hari Basuki Harry Soesanto Hidayat, Dayu Nur Hikami, Syaroful Imroatul Khasanah Intan Shaferi Irawan, M. Felik Ferdy Irfan Affandi Iskandar, Luthfi Jamhari Jamhari Kurniawan, Novan Laras Dipta Sri Ida Susilowati Mahfudz Mahfudz Mahfudz Mardiyah, Meicicho Mega Nazareth Muhammad Mirza Maulana Nafisa, Jihan Nagara, Agung Satya Najib, Muhammad Alfiyan Nalal Muna Naufaldy, Iqbal Nugroho, Zahra Dini Octavian, Yayan Oktav, Riyandika Pamungkas, Brian Putra Pangestu MT, M. Adjie Perkasa KS, Nicholas Anggada Pragunadi, Nindita Gabriele Pramudhita, Abimanyu Cahya Primandesera, Andika RA Nur Amalina, RA Nur Rahman, Yuwanda Ratna, Maria Moniqua Restiandi, Andri Rijal, Khusnur Rio Dhani Laksana Riyan Indra Pramana, Riyan Indra Salsabella, Shella Santoso, Wibowo Iman Satyarini, Yuane Selestio, Robby Setiawan, Annisaa Nabhila Simanjuntak, Mariana Simbolon, Nathalia Rouli Sugiharto, J. Sugiono Sugiono Sukaryono, Adilaksana Suratin, Mochammad Susilo Toto Raharjo Sutanto, Inggrid Benedicta Sutopo Sutopo Syarifudin, Faiz Syuhada Sufian Tamara Citra, Tamara Tri Astuti, Atik Rahmawati Utami, Fitria Ridho Utomo, Bagus Satrio Wardhani, Hernita Wisnu Wibawa, Hanasta Toar Widhi Pangestuti, Aisah Widoningrum, Luluk Nastiti Willi Agung Prabowo Yudhistira Riza R Yuko, Mohammad Yunita Budi Rahayu Silintowe Zahra Dini Nugroho