Page 315 - MARSIUM'21 COMP OF PAPER

Intan Yusniza (2022)

3.0 RESEARCH METHODOLOGY

Starting from the beginning. An exhaustive web search was conducted to capture the information services supplied on hotel
websites. The literature contains a lot of references to internet searches for identifying and studying online practice (sigala,2003). The
top hotel might be considered the most active on the internet. However, because hotel websites are continually expanding and evolving,
they should offer additional functions. A new web search should be conducted in order to fulfil contemporary wants and demands. The
goal of this search should be to find as many information aspects as possible from today's websites. According to Au Yeoung and Law
(2003), the amount of time it takes to evaluate a website is a crucial aspect in determining whether customers are willing to make
reservations on hotel websites. According to Udo and Marquis (2001-2002), the most critical component in the efficiency of a website
is the download time. According to Mehrabian and Russell (1974), atmospheric data is turned into useful information and used to
understand the environment before consumers make any decisions. The customer's emotional state changes as a result of the
atmosphere. All of the above characteristics may persuade travelers to make an online purchase. Due to the rapid growth of the internet,
it is critical to understand how potential customers perceive hotel websites, as this information may indicate how online hotel usage
can be increased and a hotel's profitability improved. As a result, the hotel company must focus more on making the hotel website
more appealing to any web visitor.

3.1 RESEARCH DESIGN

The research design of this study is descriptive quantitative research design. This study used a survey method in collecting
data from prospect respondents. This study uses a quantitative method to test the effectiveness of website dimension
(functionality, usability, quality) towards the intention of customer reservation. This study was finding the users who had
made booking hotels through the websites or through the OTAs (online travel agency) also measuring the customer trust. The
research paradigm for this study was based on the quantity approach, with a structured questionnaire serving as the data
collection tool. The quantitative technique was determined to be the most effective. By surveying a larger number of people
with a preset set of variables, it allows the researcher to compare and do statistical aggregation. Furthermore, the quantitative
method might be used to prove five hypotheses presented in this study. The questionnaires used in the study were separated
into two sections: the first piece looked into the demographics of the respondents, and the second section was the survey
question.

3.2 POPULATION AND SAMPLING

The study's target group is 150 people over the age of 18 who are active travelers or have experience booking hotels
through online or OTA's in Indonesia. The sample size was chosen by the precision and confidence with which the parameters
were estimated, as well as the population's variability. In general, sample statistics should provide a dependable and valid
figure that allows findings from the sample to be generalized to the population under research (Sekaran & Bougie, 2016).
Because it was deemed appropriate for this investigation, the intended sample was chosen using non-probability simple
random sampling. As a result, the study followed Hair et al (2010)'s recommendation of using a minimum of one hundred
respondents in a study. The minimal sample size required for this investigation was 119, which was calculated using an effect
size of 0.05 and an alpha error probability of 0.05. The respondents in this study are those who have made a reservation or
booked a hotel room online, either directly through the hotel's website or through an online travel agency. The collection of
questions asks respondents to select from a list of options in the questionnaire, such as strongly agree, agree, disagree, and so
on.

3.3 DATA COLLECTION METHOD

For this study, “Snow Ball” sampling are chosen to be a method for collecting data. Using quantitative technique (Likert
scale questions) was deemed most appropriate. For example, the questionnaire consists of part A, B, C, D, E and F are the
sections of the questionnaire. Part A consists of questions straightforward about demographics. Part B questions about the
information of website functionality. Part C, on the other hand, asking about website quality. Part D factor measuring the
usability of a website. Part E followed with a question about information quality. Finally, respondents were inquired about in
Part E about their experiences doing reservation or booking hotels through online travel agencies. The series of questions asks
respondents to choose from a list of options. The strength of an answer is determined using a Likert scale, which includes
levels of satisfaction. The method for this study is quantitative research, the process of collecting, interpreting, analyzing the
numerical data. It can be used to look for patterns and averages, make predictions, test causal linkages, and extrapolate results
to larger groups. Quantitative research gathers data from current and potential consumers by employing sampling methods
and sending out online surveys, polls, questionnaires, and other forms of data collection, the results of which can be
represented numerically. After gaining a thorough understanding of these figures, you may forecast the future of a product or
service and make modifications as needed. The statistical approaches used to acquire quantitative data from the research study
are generally used in quantitative outcome research in the social sciences. Researchers and statisticians use mathematical
frameworks and ideas related to the quantity in question in this research strategy. Quantitative research templates are objective,
detailed, and, in some cases, investigative in nature. This research strategy produces logical, statistical, and unbiased findings.

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