Consumer Buying Behavior in Online Travel Agent: A Preliminary Finding

Retargeting marketing is a form of online marketing strategy that targets consumers who have visited an e-commerce website without making a purchase. Retargeting marketing can help increase purchase intention as well as affect consumer buying behavior. This research was conducted to see how effective retargeting marketing is in increasing purchase intention of online travel agent visitors which mediated by consumer buying behavior. Structural Equation Modeling (SEM) is used in this research as data analysis method. This research was carried out by sending out questionnaire to e-mail subscribers of online travel agent who have never made a purchase. 142 responses were received. This research shows that retargeting marketing is a variable that affects consumer buying behavior and purchase intention. It also proves that consumer buying behavior doesn't necessarily affect purchase intention. Retargeting marketing will effectively work to increase customer's purchase intention when extra benefits are present, such as promotion or low prices. Based on this finding, researcher suggests for online travel agent to offer discounts and bigger benefits to its customers to create a positive shopping experience for its customers.