Page 321 - MARSIUM'21 COMP OF PAPER

Intan Yusniza (2022)

Table 5. Analysis Hypothesis

The multiple regression method was used in this study to gain a better understanding of the relationship between website
functionality, quality, usability, and trust, as well as the role of online travel agencies in the performance of hotel
websites.Because multiple regression presupposes that the sample size is large enough in this investigation, the Tabachnick
and Fiedell (1996) rule of thumb was used to estimate the sample size. The equation indicates that a sample size of greater
than 106 instances is required.The sample size for the multiple linear regression analysis in this study is 150 samples, and the
researchers decided that the sample size is sufficient. All variables in the table show a significant association. The p-value must
be 0.05 or p <0.001 to determine the significance.

5.0 CONCLUSION

In this research the main aim was to identify the dimension or the variable of website functionality, quality, usability, trust and also
the effect of online travel agency towards the performance of website hotel. The results obtained showed that all the questions and
hypothesis of this study was answered and accepted respectively. The five correlations showed significant relationships between website
functionality, quality, usability, trust also online travel agency. Website quality had the greatest correlation followed by website usability
and the last factor is online travel agency. Besides that, all the hypothesis showed significant results and are proven to be accepted with
the objectives. Hence, this study is considered to be in line with the proposed idea and models that there are external factors affecting
consumer online hotel booking intention like online travel agency (Agoda, booking.com).

According to the results of the Pearson's Correlation analysis conducted with SPSS, both independent variables, namely website
functionality, quality, usability, trust, and online travel agency, have a moderate and positive significant link with the performance of
the hotel website. This means that these independent variables will have a moderate impact on the performance of the hotel website in
terms of customer reservations. This finding backs up the research methodology and confirms the model variables' directional
connections hypothesis. These findings show that all of the hypotheses were accepted. It is recommended that each hotel's corporate
department update their website every few months with helpful and relevant material in order to keep clients up to date on the newest
information, promotions, or hotel events via the website. The quality of a hotel's website makes it easier for customers to find important
information, which influences customer purchase intent and increases satisfaction. Customer satisfaction with the hotel's website is one
of the most important factors that influences their decision to buy and decreases their concern about the service. The advice is
straightforward, yet it may be overlooked by businesses that are unconcerned with their website's appearance. As a result, hotels must
adopt proactive tactics to maintain and improve the quality of their websites in order to satisfy online clients.

The results lead to many practical implications for hotel managers, marketers and web designers. To use the website functionality,
quality, usability, customer trust also role of online travel agency, hotel managers should harmonize the website performance with
customers’ preferences. By creating an interactive hotel website, hoteliers can increase volumes of sales, improve the brand images and
raise the overall outcome of their marketing plans. Accordingly, evaluating customer insight of evaluating hotel website performance
towards customer reservation is vigorous for hotel managers.

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