PENGARUH SELF CONFIDENCE, EFFORT MINIMIZATION, SOCIAL JUSTIFICATION, DAN NEED SATISFACTION TERHADAP KEPUTUSAN PEMESANAN HOTEL DI DAERAH ISTIMEWA YOGYAKARTA MELALUI ONLINE TRAVEL AGENT (OTA)

Abstract

This study aims to analyze the influence of self-confidence, effort minimization, social justification, and need satisfaction on hotel booking decisions in the Special Region of Yogyakarta through Online Travel Agent (OTA) applications. This type of research is quantitative with an explanatory research approach. The research population includes tourists who book hotels in the Special Region of Yogyakarta using OTA applications. Sampling was conducted through a non-probability sampling technique using a purposive sampling approach, yielding a total of 285 respondents within the age range of 18–45 years. The data analysis technique utilized component-based Structural Equation Modeling (SEM) through the Partial Least Square (PLS) approach, processed with SmartPLS 4 software. The results of the hypothesis testing indicate that effort minimization has a positive and significant effect on hotel booking decisions. Need satisfaction is also proven to have a strong positive and significant influence on hotel booking decisions. Conversely, self-confidence was found to have no significant effect on hotel booking decisions. Similarly, social justification does not exert a positive and significant influence on hotel booking decisions. Overall, the structural model demonstrates predictive relevance in explaining the variance of booking decisions. Based on these findings, OTAs are recommended to continuously optimize system convenience and fulfill users' functional expectations to enhance booking volumes.