The Influence of Quality, Brand, and Price Consciousness, and Confusion by Overchoice on Purchase Intention on Traveloka

Muthia Farah Kandia, Rina Herani, S.E., M.Sc.,

2025 | Skripsi | MANAJEMEN

Traveloka merupakan salah satu Online Travel Agent (OTA) yang paling banyak digunakan di Indonesia, menyediakan layanan pemesanan hotel serta berbagai layanan perjalanan lainnya melalui platform digital. Di tengah meningkatnya persaingan dalam industri OTA, pemahaman terhadap gaya pengambilan keputusan konsumen menjadi hal penting untuk menjaga relevansi dan meningkatkan niat pembelian. Penelitian ini bertujuan untuk menguji pengaruh dimensi Consumer Style Inventory (CSI)—yaitu quality consciousness, price consciousness, brand consciousness, dan confusion by overchoice—terhadap niat pembelian konsumen dalam memesan hotel melalui Traveloka.

Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner daring kepada 181 responden yang belum pernah menggunakan platform OTA untuk memesan hotel. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk menguji hipotesis yang diajukan.

Hasil penelitian menunjukkan bahwa quality consciousness, brand consciousness, dan price consciousness berpengaruh positif signifikan terhadap niat pembelian. Sementara itu, confusion by overchoice berpengaruh positif terhadap niat pembelian. Temuan ini memberikan implikasi strategis bagi Traveloka dalam merancang fitur platform dan strategi pemasaran yang lebih selaras dengan gaya pengambilan keputusan konsumen.

Traveloka is one of the most widely used Online Travel Agents (OTAs) in Indonesia, offering hotel booking and various travel services through its digital platform. In the face of intensifying competition in the OTA industry, understanding consumer decision-making styles is essential to maintain relevance and increase purchase intention. This study aims to examine the influence of Consumer Style Inventory (CSI) dimensions—specifically quality consciousness, price consciousness, brand consciousness, and confusion by overchoice—on consumers’ intention to book hotels via Traveloka.

Using a quantitative approach, data were collected through an online survey of 181 respondents who had never used OTA platforms to book hotels. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses.

The results indicate that quality consciousness, brand consciousness and price consciousness have a significant positive effect on purchase intention, while confusion by overchoice less significant positive effects on purchase intention. These findings provide strategic implications for Traveloka in designing platform features and marketing strategies that better align with consumer decision-making patterns.

Kata Kunci : Consumer Style Inventory (CSI), niat pembelian, quality consciousness, price consciousness, brand consciousness, confusion by overchoice, Online Travel Agent (OTA), Traveloka