Determining Factors of Perceived Value, Trust and Innovativeness to Promote Purchase Intention

Activities of electronic business in the online travel booking application are ultimately aimed to increase revenue as much as possible through an increase in the number of purchases. To obtain more revenue is influenced by many factors, both from the consumer perspective and from the business organization itself. This study is a preliminary study to develop a factor model that affects purchase intention in online travel booking application. The research model examined four main variables, i.e. innovativeness, trust, perceived value and purchase intention. This model is adapted from research model that is proposed by Escobar-Rodriguez (2017). We used bootstrap resampling procedure based on partial least squares (PLS) by processing 984 data.Based result of data analysis, trust has the biggest influence to purchase intentionwith t-value 8.280. Moreover, trust also support perceived value with t-value 29.619. Perceived value influences the purchase intention in online travel booking application with t-value 7.091.