Analysis of Consumer Factor on Using Online Travel Agent Traveloka and Pegipegi.com in Bandung City

Abstract

This research aims to analyze the factors that are considered by consumer when using online travel agent and to analyze the position of the two online travel agents discussed in this research, which are Traveloka and Pegipegi.com. The data were collected by distributing questionnaires to two hundred respondents who were online consumers of travel agents. This research uses quantitative methods, which are factor analysis techniques and percetual mapping analysis, to answer the research questions. The results of the data processing shows that from the twelve attributes, there are two main factors that become consumer's consideration when using online travel agent. The first one is user friendliness and security and the second factor is web features. Furthermore, the results of perceptual mapping analysis shows that the two online travel agents studied have different patterns based on consumer's perception and have different position in the minds of consumers of Bandung City.

Positioning Strategy Design of Online Travel Agent Applications Based on Perceptual Mapping

“…The attribute assessment in this study was obtained based on previous research on online travel agent applications. The research that is used as a reference in this study is the research conducted by Kusumah et al [28], Urumsah [29], Cambodia [30]. The attributes obtained will be used as a reference in the third stage, namely the Simulation of External Influence stage in extracting the attributes of the online travel agent application.…”