In the rapidly evolving digital travel landscape, Online Travel Agencies (OTAs) such as
Traveloka have become influential platforms in shaping consumer behavior, particularly
in hotel booking decisions. This study investigates the impact of online reviews, price
perception, and consumer trust on hotel booking intentions among Indonesian young
adults aged 18–26 who have used Traveloka. Utilizing a quantitative approach, data were
collected through a structured questionnaire distributed online, and analyzed using Partial
Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that trust
plays a critical mediating role in the relationship between both online reviews and price
with booking intention. Online reviews and price significantly influence consumer trust, which in turn directly affects booking intention. However, while price showed a direct influence on booking intention, the direct effect of online reviews was found to be weaker,
highlighting the importance of trust as a bridge in consumer decision-making. These insights can help OTAs and hotel businesses optimize their digital strategies by enhancing
transparency, fostering trust, and managing user-generated content effectively.