THE INFLUENCE OF CONSUMPTION VALUES ON PURCHASE INTENTION TO USE ONLINE TRAVEL AGENCIES: A STUDY OF GEN Z USERS OF TRAVELOKA IN WEST JAVA
Abstrak
This research intends to investigate the influencce of consumption values on purchasse intention among
patrons of online travel agencies (OTAs), with a focus on Traveloka. The consumption values analyzed
include monetary value, functional value, social status value, informational value, and preference value. A
quantitative approach was employed by administering questionnaires to 449 Gen Z participants who had
utilized Traveloka for over six months. The data were analyzed using Structural Equation Modeling (SEM).
The results suggest that all consumption values substantially influence purchase intention, with functional
and preference values being the most impactful. These findings offer valuable insights for Traveloka and
other OTAs to enhance their marketing strategies, improve service quality, increase pricing transparency,
and deliver more relevant promotions to encourage repeat purchases and customer loyalty among young
consumers.
Keywords: consumption value, purchase intention, online travel agency, Traveloka, Gen Z
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