PENGARUH ISYARAT KELANGKAAN TERHADAP MINAT PEMESANAN HOTEL YANG DIMEDIASI OLEH URGENSI DAN NILAI YANG DIRASAKAN PELANGGAN PADA PLATFORM TIKET.COM DI INDONESIA

Authors

  • Alysha Safitri Universitas Telkom, Indonesia
  • Heppy Millanyani Universitas Telkom, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.9946

Abstract

Scarcity cues have been widespread in Online Travel Agents (OTA), yet, there is still little research discussing the effect of these scarcity cues. Thus, this study aims to determine the effect of scarcity cues on hotel booking intentions mediated by customers' perception of urgency and value on the Tiket.com platform in Indonesia. The research method used is quantitative and the data are obtained from distributing questionnaires to the residents of Indonesia, aged 18-57 years, and have used Tiket.com. The data are tested using Partial Least Square (PLS) and ANOVA. The result of this study is that scarcity cues can affect perceived scarcity, where the type that combines supply and popularity cues has the most effect. Perceived scarcity also can affect booking intention which is mediated by perceived urgency and value, where the effect is greater when mediated by the customer's perceived value. From the results of this study, researchers suggest Tiket.com increase the number of scarcity cues types that combine supply and popularity cues, and improve the application quality of scarcity cues so that the customer's perceived value is high. Researchers also suggest that future research be able to explore other types of scarcity cues.

Author Biographies

Alysha Safitri, Universitas Telkom

Fakultas Ekonomi dan Bisnis

Heppy Millanyani, Universitas Telkom

Fakultas Ekonomi dan Bisnis

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Published

2023-07-28

How to Cite

Safitri, A., & Millanyani, H. (2023). PENGARUH ISYARAT KELANGKAAN TERHADAP MINAT PEMESANAN HOTEL YANG DIMEDIASI OLEH URGENSI DAN NILAI YANG DIRASAKAN PELANGGAN PADA PLATFORM TIKET.COM DI INDONESIA. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9946

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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