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"Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Benefit dan Perceived Risk terhadap Purchase Intention konsumen dalam konteks layanan tiket atraksi dan hiburan melalui platform Traveloka Xperience di Indonesia, dengan mempertimbangkan peran karakteristik individu berupa Openness to Change dan Compatibility. Mengadopsi pendekatan valence framework, penelitian ini juga menambahkan dimensi Hedonic Value pada konstruk Perceived Benefit.Data dikumpulkan melalui survei terhadap 200 responden yang merupakan pengguna aktif layanan Traveloka Xperience. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Perceived Benefit berpengaruh positif signifikan terhadap Purchase Intention, sementara Perceived Risk tidak menunjukkan pengaruh signifikan. Karakteristik Openness to Change memiliki pengaruh positif signifikan terhadap Perceived Benefit dan Purchase Intention, serta berpengaruh negatif signifikan terhadap Perceived Risk. Sementara itu, Compatibility berpengaruh positif signifikan terhadap Perceived Benefit dan Purchase Intention, namun tidak berpengaruh signifikan terhadap Perceived Risk. Temuan ini mengindikasikan bahwa dalam konteks layanan hiburan digital, persepsi manfaat dan nilai hedonik lebih dominan memengaruhi niat beli konsumen dibandingkan persepsi risiko. Selain itu, karakteristik individu seperti keterbukaan terhadap perubahan dan kesesuaian nilai berperan penting dalam membentuk persepsi konsumen terhadap layanan OTA. Implikasi dari penelitian ini dapat digunakan oleh penyedia layanan OTA untuk merancang strategi pemasaran yang lebih efektif dengan menekankan aspek manfaat dan kesenangan dalam penggunaan layanan.

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This study aims to analyze the influence of Perceived Benefit and Perceived Risk on consumers’ Purchase Intention in the context of attraction and entertainment ticket services offered through the Traveloka Xperience platform in Indonesia. It incorporates individual characteristics such as Openness to Change and Compatibility into the valence framework perspective. Additionally, this research extends the Perceived Benefit construct by including a Hedonic Value dimension. Data were collected through a survey of 200 respondents who are active users of Traveloka Xperience services. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that Perceived Benefit has a significant positive effect on Purchase Intention, while Perceived Risk does not show a significant impact. Openness to Change significantly and positively affects both Perceived Benefit and Purchase Intention, and negatively affects Perceived Risk. Meanwhile, Compatibility has a significant positive influence on Perceived Benefit and Purchase Intention, but no significant effect on Perceived Risk. These results indicate that in the context of digital entertainment services, consumers are more influenced by perceptions of benefit and Hedonic Value than by Perceived Risk. Moreover, individual characteristics such as Openness to Change and Compatibility play an important role in shaping consumer perceptions toward OTA services. The implications of this study can be used by OTA service providers to design more effective marketing strategies that emphasize enjoyment and perceived value in the customer experience."