The Distribution Channel Preferences in Purchase Decision-Making of Backpacker Hostel Customers

Authors

  • Aditia Sovia Pramudita Politeknik Pos Indonesia
  • Muhammad Ardhya Bisma Politeknik Pos Indonesia
  • Darfial Guslan Politeknik Pos Indonesia

DOI:

https://doi.org/10.21512/bbr.v11i2.6241

Keywords:

distribution channel, purchase decision-making, backpacker hostel customers

Abstract

The research aimed to find the correlation between distribution channels to each purchase decision-making process in hostel buying. This research was quantitative research using questionnaires to gather the data from 349 respondents. Linear regression analysis was used to analyze the data to find the correlation between each variable. The result shows that Online Travel Agent (OTA) has a significant and positive relationship to every purchase decision-making process. Then, go-show has only a significant and positive correlation in the purchase decision step. Meanwhile, the company’s website has a significant and positive relationship to purchase decision and postpurchase behavior steps. Last, the travel agent has no positive correlation to any of the customer decision-making process. Based on those facts, OTA remains the first choice of customers in terms of hostel buying.

Author Biographies

Aditia Sovia Pramudita, Politeknik Pos Indonesia

Logistics Business

Muhammad Ardhya Bisma, Politeknik Pos Indonesia

Logistics Business

Darfial Guslan, Politeknik Pos Indonesia

Logistics Business

References

Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3), 1-10.

Aleksandar, P., Silvana, P., & Valentina, Z. P. (2015). Multiple linear regression model for predicting bidding price. Technics Technologies Education Management (TTEM), 10(3), 386-393.

Badan Pusat Statistik. (2017). Kajian data pasar wisatawan nusantara. Retrieved from ttp://www.kemenparekraf.go.id/asset_admin/assets/uploads/media/pdf/media_1553500574_Publikasi_Kajian_Data_Pasar_Wisnus_2017.pdf

Badan Pusat Statistik. (2018). Jumlah wisatawan mancanegara dan domestik di kota Bandung. Retrieved from https://bandungkota.bps.go.id/statictable/2017/08/29/120/jumlah-wisatawanmancanegara-dan-domestik-di-kota-bandung-2016. html

Badan Pusat Statistik Provinsi Jawa Barat. (2018). Jumlah hotel dan akomodasi lainnya, kamar, dan tempat tidur di Jawa Barat. Retrieved from https://jabar.bps.go.id/statictable/2015/04/02/45/jumlah-hoteldan-akomodasi-lainnya-kamar-dan-tempat-tidur-dijawa-barat-2009-2013.html

Bemile, R., Achampong, A., & Danquah, E. (2014). Online hotel reservation system. International Journal of Innovative Science, Engineering & Technology, 1(9), 583- 588.

Brenner, L., & Fricke, J. (2016). Lifestyle entrepreneurs, hostels and backpacker tourism development: The case of San Cristóbal de las Casas, Mexico. El Periplo Sustentable: Revista de turismo, desarrollo y competitividad, (31), 1-9.

Brochado, A., Rita, P., & Gameiro, C. (2015). Exploring backpackers’ perceptions of the hostel service quality. International Journal of Contemporary Hospitality Management, 27(8), 1839-1855.

Camilleri, M. A. (2018). The tourism industry: An overview. In Travel marketing, tourism economics and the airline product: An introduction to theory and practice (Chapter 1, pp. 3-27). Cham: Springer.

Carley, M., & Babb, J. S. (2015). A match in the making: How emergent changes in the marketing discipline present opportunities for information systems programs. Information Systems Education Journal, 13(6), 54-67.

Carroll, B., & Sileo, L. (2014). Online travel agencies: More than a distribution channel. New York: PhoCusWright.

Crnojevac, I. H., Gugić, J., & Karlovčan, S. (2010). eTourism: A comparison of online and offline bookings and the importance of hotel attributes. Journal of Information and Organizational Sciences, 34(1), 41-54.

Failte Ireland. (2017). Wider benefits of tourist accommodation. Retrieved from https://www.failteireland.ie/FailteIreland/media/WebsiteStructure/Documents/3_Research_Insights/3_General_SurveysReports/Failte-Ireland-Wider-Benefits-of-Tourist-Accommodation. pdf?ext=.pdf

Gutiérrez Flórez, L. E., Correa Escobar, M. I., Henao Restrepo, A., Arango Botero, D., & Valencia Arias, A. (2018). Influence of social networks on the purchase decisions of university students. Cuadernos de Gestión, 18(1), 61-84.

Franco, A., & Feri, R. F. (2017). Utilization of banks as distribution channels by asset management companies in Indonesia. International Journal of Research in Business Studies and Management, 4(4), 1-7.

Hammoud, G. A., Tawfik, H. F., & Fahmy, R. S. (2018). Development of airlines’ distribution capabilities. Journal of Tourism and Hospitality Management, 6(1), 66-80.

Hendriyati, L. (2019). Pengaruh Online Travel Agent terhadap Pemesanan Kamar di Hotel Mutiara Malioboro Yogyakarta. Media Wisata, 17(1), 1-10.

Hermawan, P., Widiyanti, R., Mayangsari, L., & Novani, S. (2018). Urban tourism development for Bandung City, Indonesia: A preliminary study. International Journal of Business & Society, 19(1), 73-86.

Hiransomboon, K. (2012). Marketing mix affecting accommodation service buying decisions of backpacker tourist traveling at Inner Rattanakosin Island in Bangkok, Thailand. Procedia Economics and Finance, 3, 276-283.

Hussain, M. (2017). Study on consumer decision making process in the selection of home cleaning company: Case company: MHB Clean Helsinki (Bachelor’s thesis). JAMK University of Applied Sciences.

Iazzi, A., Trio, O., & Gravili, S. (2017). Hotels and online travel agencies: power or trust for a competitive long-term relationship. International Journal of Technology Marketing, 12(2), 115-126.

Iftikhar, A., & Ajmal, A. (2015). A qualitative study investigating the impact of hostel life. International Journal of Emergency Mental Health and Human Resilience, 17(2), 511-515.

Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396-403.

Khatri, I. (2019). Information technology in tourism & hospitality industry: A review of ten years’ publications. Journal of Tourism and Hospitality Education, 9, 74-87.

Khuong, M. N., & Duyen, H. T. M. (2016). Personal factors affecting consumer purchase decision towards menskin care products—A study in Ho Chi Minh city, Vietnam. International Journal of Trade, Economics and Finance, 7(2), 44-50.

Kim, J., Franklin, D., Phillips, M., & Hwang, E. (2020). Online travel agency price presentation: Examining the influence of price dispersion on travelers’ hotel preference. Journal of Travel Research, 59(4), 704-721.

Kok, A. L. M., & Teoh, B. W. (2013). Exploring consumers’ attitudes and behaviours toward online hotel room reservations. American Journal of Economics, 3(5C), 6-11.

Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.

Mwanza, P., & Ingari, B. (2015). Strategic role of distribution as a source of competitive advantage in fast-moving consumer goods in Kenya. International Journal of Scientific and Research Publications, 5(4), 54-67.

Oskam, J., & Boswijk, A. (2016). Airbnb: The future of networked hospitality businesses. Journal of Tourism Futures, 2(1), 22-42.

Pearce, D., Tan, R., & Schott, C. (2003). Distribution channels for urban tourism: Issues and examples from Wellington, New Zealand. In Travel and Tourism Research Association Europe Conference.

Pramudita, A. S. (2018). Formulasi model bisnis hostel di Bandung dengan pendekatan value chain dan business model canvas (Studi kasus: Pinisi backpacker). ISEI Business and Management Review, 2(1), 32-38.

Pramudita, A. S. (2019). Pengukuran performa digital distribution channel terhadap keputusan pembelian hostel pada pinisi backpacker dengan multinomial logistic regression. Competitive, 14(2), 1-8.

Pramudita, A. S., Yanuar, A., & Hilman, T. (2019). Business model formulation for e-newspaper in Indonesia (Case study: Pikiran Rakyat). Jurnal Bisnis dan Manajemen, 20(1), 15-31.

Preetha, S., & Divya, V. (2016). Customers trust on the security of online payment system using credit/debit cards with reference to banking customers in Chennai. American International Journal of Research in Humanities Arts and Social Sciences, 15(1), 79-84.

Rosyidi, M. I. (2019). Indonesian online travel agencies: Profiling the services, employment, and users. In 3rd International Seminar on Tourism (ISOT 2018).

Setiawan, I. (2015). Potensi destinasi wisata di Indonesia menuju kemandirian ekonomi. In Prosiding Seminar Nasional Multi Disiplin Ilmu & Call For Papers UNISBANK (SENDI_U).

Sevrani, K., & Elmazi, L. (2008). ICT and the changing landscape of tourism distribution-a new dimension of tourism in the global conditions. Revista de Turism-Studii si Cercetari in Turism, 6, 22-29.

Stankevich, A. (2017). Explaining the consumer decisionmaking process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7-14.

Stverkova, H., & Pohludka, M. (2018). Business organisational structures of global companies: Use of the territorial model to ensure long-term growth. Social Sciences, 7(6), 1-9.

Sugiyono (2015). Metode penelitian kombinasi (Mix methods). Bandung: Alfabeta.

Xu, B., & Chen, J. (2017). Consumer purchase decisionmaking process based on the traditional clothing shopping form. Journal of Fashion Technology & Textile Engineering, 5(3), 1-12.

Yang, Q. (2017). Third-party online payment solutions in China: Case study: Alipay (Bachelor’s Thesis). Lahti University of Applied Sciences.

Downloads

Published

2020-07-31