Purchase Intention in Hotel Mobile Applications

The Role of Perceived Price and Ease of Use

Authors

  • Ni Kadek Nia Prabawathi Politeknik Pariwisata Bali
  • Putu Diah Sastri Pitanatri Politeknik Pariwisata Bali
  • Ni Wayan Chintia Pinaria Politeknik Pariwisata Bali

DOI:

https://doi.org/10.36276/mws.v24i1.1033

Keywords:

Perceived Price, Perceived Ease of Use, Purchase Intention, Hotel Mobile Application, Digital Hospitality

Abstract

As mobile applications become more widely used in the hospitality industry, the way customers look for information, make reservations, and choose hotel services has also changed. However, booking intentions through hotel mobile applications remain relatively low or fluctuate over time, despite providing competitive prices and convenient amenities. This situation highlights the importance of understanding the factors that influence customers’ intentions to make purchases when using hotel mobile applications. This study aims to examine how perceived price and perceived ease of use influence the purchase intentions of hotel mobile application users. This study was conducted using an approach structured questionnaires distributed to 100 respondents who were familiar with the THG Apps. The obtained data were through descriptive statistics and multiple linear regression analysis with the assistance of SPSS. The results indicate that perceived price and perceived ease of use both have a positive and significant effect on purchase intention, with perceived price showing a slightly stronger influence. The findings of this study are expected to provide practical insights for hotel management in developing mobile application strategies that can enhance customer engagement and encourage reservations

Author Biographies

Ni Kadek Nia Prabawathi, Politeknik Pariwisata Bali

Ni Kadek Nia Prabawathi is a researcher and academic from Politeknik Pariwisata Bali with research interests in hospitality technology, hotel digital marketing, and consumer behavior in tourism. Her studies mainly focus on mobile applications, online booking behavior, and factors influencing tourists’ purchase intentions in the hospitality industry. Email: prabawathinia@gmail.com.

Putu Diah Sastri Pitanatri, Politeknik Pariwisata Bali

Putu Diah Sastri Pitanatri is a lecturer and tourism researcher at Politeknik Pariwisata Bali specializing in tourism management, destination development, and hospitality innovation. She actively contributes to academic research related to sustainable tourism, tourism education, and digital transformation within the hospitality and tourism sectors.

Ni Wayan Chintia Pinaria, Politeknik Pariwisata Bali

Ni Wayan Chintia Pinaria is an academic affiliated with Politeknik Pariwisata Bali whose academic interests include hospitality management, tourism consumer behavior, and digital tourism services. She is actively involved in research concerning hotel technology adoption, customer experience, and the development of tourism services in the digital era.

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Published

2026-05-18

How to Cite

Prabawathi, N. K. N., Pitanatri, P. D. S., & Pinaria, N. W. C. (2026). Purchase Intention in Hotel Mobile Applications: The Role of Perceived Price and Ease of Use. Media Wisata, 24(1), 41–57. https://doi.org/10.36276/mws.v24i1.1033

Issue

Vol. 24 No. 1 (2026): Media Wisata

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Copyright (c) 2026 Ni Kadek Nia Prabawathi, Putu Diah Sastri Pitanatri, Ni Wayan Chintia Pinaria

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