Test Result of Consumers Online Tourism Confusion Model from The Perspective of Tourism Product Customers (Male and Female Comparation)

This study analyzes the Consumers Online Tourism Confusion model from the perspective of male and female consumers. The search for different levels of confusion among male and female consumers will be beneficial for businesses, especially in terms of marketing communication strategies and for education. This study will provide the latest insights on the process of receiving online communication of male and female consumers. To achieve this goal, this research will be conducted with a quantitative approach, where the value of the difference between male and female consumers will be seen where the independent variables used in this study are: orientation of learning, awareness of prices and the need for cognition, with the dependent variable : consumer confusion that occurs when searching for information on internet. The population in this study is: Indonesian citizens who are at least 18 years old, use online media (internet) in finding information on tourism products and are planning a trip (vacation). The purpose of this study is to look at the effect of learning orientation, awareness of prices and needs will be cognition of the level of consumer confusion in finding information on tourism products. Consumers who are the subjects of research are Indonesian citizens in the Badung region of Bali who are planning a holiday that uses internet access as a means of finding information on tourism products. The results obtained are: learning orientation has a negative and significant effect on male consumer confusion. Price awareness has no significant effect on confusion of male consumers, the level of cognition needs does not significantly influence the confusion of male consumers, learning orientation has a negative and significant effect on confusion of female consumers, price awareness has no significant effect on confusion of female consumers, the level of cognition needs is influential positive and significant impact on the confusion of female consumers