Online Hotel Reviews and Ratings in Building Trust and Consumer Purchase Intention on Online Travel Apps

This study investigates the impact of ratings and reviews on users' intentions in making hotel choices through travel apps. The research explores the influence of perceived ease of use, perceived risk, online trust, and online customer reviews on purchase intention in the context of travel applications. Utilizing statistical analysis, the study reveals significant relationships among these variables, highlighting the importance of trust and user perceptions in driving purchasing decisions. Findings suggest that while factors like ease of use, online customer review, and online trust positively influence purchase intention, perceived risk may not significantly affect online trust. The study underscores the crucial role of online reviews and trust in shaping consumer behavior within travel applications, providing valuable insights for the travel and technology industries to enhance marketing strategies and user experiences.