Panorama: Jurnal Kajian Pariwisata

Articles

Vol. 6 No. 2 (2026): Panorama: Jurnal Kajian Pariwisata, ISSN 3031-5085

HUBUNGAN PEMANFAATAN ARTIFICIAL INTELLIGENCE PADA APLIKASI TRAVELOKA TERHADAP KEPUTUSAN WISATAWAN DALAM PEMESANAN KAMAR HOTEL DI JAKARTA

  • Zahra Sevia Savnifithri
  • Maulida Kamilah
  • Febriyanti Simamora
  • Rakha Satria Wibawa
  • Hairul Fikri
  • Muhammad Putra Andiza
  • Reza Rafitama Putra
  • Steven Alexandrius Sianturi
  • Ilham Fadilah
Submitted
January 1, 2026
Published
2026-01-01

Abstract

The rapid evolution of digital technology in the tourism sector has fundamentally changed how travelers plan and book accommodations. This study aims to analyze the relationship between the utilization of Artificial Intelligence (AI) on the Traveloka application and travelers' decisions regarding hotel room bookings in Jakarta. Using a quantitative approach, data was gathered through online questionnaires from 400 respondents in Jakarta, selected via purposive sampling, and analyzed using multiple linear regression. The results demonstrate that all AI dimensions comprising recommendation systems, security and fraud detection, chatbots, and dynamic pricing exert a significant positive influence on booking decisions. The findings reveal that personalized recommendations and robust transaction security are critical factors in enhancing consumer confidence. In conclusion, the integration of AI on Traveloka effectively simplifies the decision-making process for travelers by reducing choice complexity and boosting reservation interest. It is suggested that online travel agencies continuously refine their AI algorithms to improve service responsiveness and maintain a competitive edge in the digital era.

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