ABSTRACT: The background of this research is a change in consumer behavior from traditional hotel room reservations to modern online reservations. The purpose of this study is to understand the factors that influence the intention to book hotel rooms online through websites. The study was conducted on 152 respondents who had previously booked hotel rooms online through the official website of hotels in Indonesia, especially around the Greater Jakarta area. The analysis method uses quantitative data with the SEM analysis method using Lisrel Version 8.8 to test the significance level of perceived value and attitude directly to intention to book and through the mediation of the trust variable. The value factor receive and attitude had a positive and significant effect on the intention to order directly, while the trust factor as a mediating variable had no significant effect on the intention to order. The level of trust is not a significant determining factor, possibly because consumers already have their own perceptions of the hotel and the hotel has its own superiority value in the eyes of consumers. The implications of this research can be used as a consideration to understand what considerations consumers use regarding booking hotel rooms online through websites.

Keywords: trust, intention to book, perceived value, attitude