The Influence of Website Quality, Trust, and E-WOM on Accommodation Purchase Decisions in Airbnb Indonesia

The development of the digital era has seamlessly incorporated digital media and online interactions. The increasing population in Indonesia is expected to result in a rise in internet users. Consequently, information is now easily accessible without any restrictions. This study investigates the impact of website quality, trust and E-WOM on accommodation purchase decision in Airbnb Indonesia. This research used purposive sampling by collecting data through distributing questionnaires (G-Form). The number of respondents who completed the questionnaire was 150 respondents. After that, the data was analyzed using SmartPLS 3.0. The findings indicated no relationship between website quality and purchase decision. There is no relationship between trust and purchase decision. However, E-WOM positively affected accommodation purchase decision in Indonesia.