Hotel Guest’s Main Preferences in Hotel Online Booking: Pleasure or Usability

Abstract

Digital marketing has become a mainstay for consumers to make purchases; one factor supporting it is that consumers can easily find information about the products. This research aimed to find out the influence of hedonic and utilitarianism on e-Loyalty through Trust. The population of this research is repeat guests who had reserved the hotel room more than twice. The analysis used descriptive and quantitative analysis by analyzing data using Structural Equation Modeling (SEM). The result of the research showed that Hedonic and Utilitarian have a significant influence on trust. Hedonic gives significant influence towards e-loyalty, whereas Utilitarian does not give significant influence towards e-loyalty. Finally, trust gives significant value to e-loyalty. Hedonic and Utilitarian give indirect influence to e-loyalty. Based on these findings, the writer provided critical managerial implications that the hotel should focus on the website's content to help consumers find the information quickly and make them enjoy and grow their willingness to book and stay at the hotel.

Keywords

• hedonic
• utilitarian
• trust
• e-loyalty
• website