Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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Assessing E-Commerce Factors Influencing Consumer Purchasing Behaviour in the Hospitality Industry: Evidence from Traveloka Users

Authors
Edi Sudrajat1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: edi.sudrajat@pln.co.id
Corresponding Author
Edi Sudrajat
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_47How to use a DOI?
Keywords
Convenience; Trust; Security; Purchasing Decisions
Abstract

This study investigates the influence of Marketing 5.0 factors, including convenience, trust, and security, on hotel room purchasing decisions through the Traveloka platform, focusing on the Four Points by Sheraton Hotel in Makassar. A quantitative approach was employed, with data collected from 120 Traveloka users in Makassar using structured questionnaires. Multiple linear regression analysis revealed that convenience, trust, and security significantly impact purchasing decisions, with convenience exerting the most substantial influence. The study found that 58.3% of the variance in purchasing decisions can be attributed to these factors, emphasizing the crucial role of a user-friendly, trustworthy, and secure online environment in enhancing customer engagement and increasing bookings. These findings offer valuable insights for the hospitality industry, highlighting the need for hotels to focus on improving the ease of use, trust, and security of their e-commerce platforms to drive hotel room sales and foster consumer loyalty. Future research should examine additional factors, such as pricing and service quality, to provide a more comprehensive understanding of consumer behavior in the e-commerce hotel industry.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_47How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Edi Sudrajat
PY  - 2025
DA  - 2025/07/30
TI  - Assessing E-Commerce Factors Influencing Consumer Purchasing Behaviour in the Hospitality Industry: Evidence from Traveloka Users
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 552
EP  - 561
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_47
DO  - 10.2991/978-94-6463-758-8_47
ID  - Sudrajat2025
ER  -