Anteseden and Test Result of Consumers Online Tourism Confusion Model from The Perspective of Tourism Product Customers (Study of Indonesian)

Rapid flow of information through on the Internet has tended to be confusion (confusion) among users. It will

cause potential customers perform undesired actions. This study will confirm the Consumers Online Tourism

Confusion Model on Indonesian citizen. The population in this study are: Citizen of Indonesia who are at least

18 years, using online media (internet) in seeking information on tourism products and are planning a trip

(vacation). This research is analysed by using regression method with a total 100 respondents being involved.

The results showed that learning orientation and price consciousness variables bring negative and significant

effect on consumer confusion, while the level of need for cognition brings positive and significant impact on

consumer confusion. The results of this study suggest that the company in particular that rely on product

differentiation as a competitive advantage, should continue to use other media in implementing marketing

communications strategies in order to avoid consumer confusion