STUDI FAKTOR PENENTU NIAT BELI MASYARAKAT INDONESIA TERHADAP AKOMODASI DI AIRY ROOMS - Bianca Evangeline; Devi Permata Candra; Regina Jokom (Jurnal Hospitality dan Manajemen Jasa, 2019)
AbstrakAiry Rooms merupakan bisnis dibidang akomodasi yang sangat berkembang di Indonesia.Dalam 3 tahun sejak berdirinya Airy Rooms, akomodasi yang telah diakuisisi hingga saatini telah mencapai lebih dari 5000 properti di 33 provinsi di Indonesia. Tujuan daripenelitian ini adalah untuk mengetahui hubungan antara faktor penentu (sikap, normasubjektif, keunggulan ekonomis, persepsi risiko, keunikan dan keragaman akomodasi)dengan niat beli masyarakat Indonesia untuk memesan melalui Airy Rooms.Pengumpulan data survei dilakukan kepada 389 responden masyarakat Indonesiamenggunakan teknik analisa SEM-PLS. Hasil penelitian menunjukkan bahwa niat belisecara positif dan signifikan dipengaruhi oleh keunikan dan keragaman akomodasi, sikap,keunggulan ekonomis, dan persepsi risiko. Norma subjektif ditemukan secara positifnamun tidak signifikan memengaruhi niat beli seseorang dalam memesan akomodasimelalui Airy Rooms.Kata Kunci: Niat beli, sikap, norma subjektif, keunggulan ekonomis, persepsi risiko,keunikan dan keragaman akomodasi, Airy Rooms.AbstractAiry Rooms is a business accommodation which developed in Indonesia. In 3 years sinceAiry Rooms was created, over 5000 properties in 33 provinces in Indonesia have beenowned under Airy Rooms brand. The purpose of this research is identifying thecorrelation between determinant factors (such as; attitude, subjective norm, economicbenefit, perceived risk, unique accommodation and variety) and purchase intention tobook accommodation though Airy Rooms. The survey was conducted on 389 respondentsrepresenting as Indonesian. The data was obtained and processed using technical analysisof SEM – PLS. Results of this research showed that the intention to book Airy Rooms ispositively and significantly dependent on unique accommodation and variety, attitudes,economic benefit, and perceived risk. However, Subjective norm was found positivelyyet not significant in affecting Indonesian’ intention to book accommodation throughAiry Rooms.Keywords: Purchase intentions, attitude, subjective norm, economic benefit, perceivedrisks, unique accommodation and variety, Airy Rooms.