Determining Factors That Create User Interest When Using Online Travel Agent Services in Indonesia

Abstract

TThe rapid development of digital technology has transformed the way consumers search, evaluate, and purchase travel services through Online Travel Agents (OTAs). This study aims to examine the factors influencing users’ intention to purchase OTA services in Indonesia by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) with perceived trust and user attitude. A quantitative causal research design was employed using data from 400 Indonesian OTA users. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.2.9. The results indicate that perceived trust, performance expectancy, and effort expectancy positively influence user attitude. Perceived trust, performance expectancy, effort expectancy, social influence, facilitating conditions, and user attitude also positively influence intention to purchase OTA services. The structural model demonstrates substantial explanatory capability, with R² values of 0.792 for user attitude and 0.717 for purchase intention. The findings indicate that OTA purchase intention is shaped by the interaction of functional expectations, ease of use, trust, social influences, facilitating conditions, and user attitude.