Teknologi inovasi pada internet memiliki pengaruh yang sangat besar dalam segala bidang usaha termasuk bidang usaha perhotelan. Kemudahan melakukan pembelian secara online dan banyak faktor – faktor yang mempengaruhi attitude pembelian secara online. Studi tentang hubungan antara sikap dengan niat pembelian online banyak diteliti sebelumnya dengan berbagai macam produk. Dalam penelitian ini spesifik meneliti tentang minat pembelian jasa kamar hotel secara online. Tujuan penelitian ini adalah menganalisis pengaruh Personal Innovativeness, Self Efficacy, Perceived Security, Privacy Concern, dan Product Involvement terhadap Attitude dan menganalisis pengaruh Attitude terhadap Intention to online purchase serta memberikan saran-saran perbaikan terhadap penggunaan sistem dan pengguna sistem. Penelitian ini menggunakan metode kuesioner berdasarkan Skala Likert yang disebarkan pada bulan Januari dan Februari 2015 di Surabaya sebanyak 150 orang sebagai sampel penelitian yang memenuhi kriteria sesuai yang ditentukan pada penelitian ini. Hasil penelitian ini menunjukan bahwa Self Efficacy, Perceived Security, Product Involvement berpengaruh terhadap Attitude, dan Attitude berpengaruh terhadap Intention to online purchase, Personal Innovativeness dan Privacy Concern tidak berpengaruh terhadap Attitude pada pembelian online jasa kamar hotel / Technology innovation on the internet has influences in all areas of business including hospitality business sectors. Ease of purchase online and many factors that influence attitude to purchase online. Studies on the relationship between attitudes to online purchase intention studied with different kinds of products. In this study, the specific research interests about intention to online hotel purchase. The purpose of this study was to analyze the influence of Personal Innovativeness, Self Efficacy, Perceived Security, Privacy Concern and Product Involvement on Attitude and Attitude to analyze the effect of Intention to purchase online and provide suggestions for improvement on the use of systems and system users. This study used a questionnaire based on Likert scale distributed in January and February 2015 in Surabaya, as many as 150 people as samples that same with the criteria as determined in this study. These results indicate that the Self Efficacy, Perceived Security, Product Involvement have effect on Attitude and Attitude have effect on Intention to online purchase, Personal Innovativeness and Privacy Concern have not effect on the online hotel purchase on Attitude