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The development of villas in Bali is very rapid, especially in Badung regency with the distribution of the number of dominant villas in North Kuta district. Based on preliminary study, tourists tend to make reservations through online travel agents (OTA). Therefore, there is a tendency if the villa manager in North Kuta district makes promotion through OTA. The aim of this research is to explain and analyze the dominant factors that influence the perception of villa managers in North Kuta district on using OTA as marketing media. The population in this research is composed of 191 villas. The final sample villas, using Slovin formula, were chosen based on cluster proportional sampling technique, totally 66 unit villas. Respondent in this research is the villa manager of each sample villa, so there are as much as 66 respondents. For data analysis, we used confirmatory factor analysis and descriptive statistics. In general, the perception of managers in North Kuta district on the use of OTA as marketing media is strongly agree or strongly positive with an average value of 4.37. The analysis of factors simultaneously showed that the perception of villa managers in North Kuta district on the use of OTA is determined by three factors, namely, factor in the self-perception of villa manager (F1), the factors in the self-perception of OTA (F2), and situational factors (F3).

Perception of Villa Manager on Using the Online Travel Agents as Marketing Media in North Kuta District, Badung, Bali, Indonesia