Measuring Consumer Trust in Online Booking Application

Abstract

This research was conducted to analyze the Review and Rating of Jakarta's consumer confidence in conducting Queue Online Booking based on the Technology Acceptance Model (TAM). Variables to used are Perceived Ease of Used (PEOU), Perceived of Usefulness (PU) and Behavioral Intention to Use (BIU) of the main Technology Acceptance Model (TAM) variables that can be influenced by Trust, Review and Rating. This research aims to determine impact of the Review and Rating by adding a new variable that is trust. Respondents in this study used the Structural Equation Modeling (SEM) method with 110 respondents collected from internet users who have made online bookings. Respondent data is reduced because some do not comply with the provisions of the study to 100 respondents. The results obtained from this study proved that trust variables influence and increase consumer confidence in conducting online booking queues. Therefore, online marketplace companies must create and improve marketing strategies by using reviews and ratings to increase consumer confidence and company revenue. © 2020, World Academy of Research in Science and Engineering. All rights reserved.