Pengaruh E-Service Quality dan Perceived Ease of Use terhadap Repurchase Intention dengan Mediasi Trust
-
Rafidah Latifah Hana
*
Universitas Negeri Surabaya, Surabaya,
Indonesia
- Muhammad Fachmi Universitas Negeri Surabaya, Surabaya, Indonesia (*) Corresponding Author
Abstract
Competition within the Online Travel Agency (OTA) industry encourages digital platforms to retain users while increasing their intention to repurchase. In this context, this study examines the relationships of e-service quality and perceived ease of use with repurchase intention among Traveloka users. Trust is positioned as a mediating variable in these relationships. A total of 200 respondents who met the research criteria were selected through purposive sampling, with data collected using questionnaires. The relationships among the variables were analyzed using the SEM-PLS approach with SmartPLS 4. The analysis revealed positive and significant relationships between e-service quality and repurchase intention (β = 0.394; p < 0.05) as well as trust (β = 0.122; p < 0.05). A similar relationship was also found between perceived ease of use and repurchase intention (β = 0.739; p < 0.05) and trust (β = 0.171; p < 0.05). For the indirect paths, trust significantly mediated the relationship between e-service quality and repurchase intention (β = 0.347; p < 0.05). The same mediating role was observed in the relationship between perceived ease of use and repurchase intention (β = 0.080; p < 0.05). These findings highlight the importance of trust in shaping users’ repurchase intention on OTA platforms. The novelty of this study lies in examining the mediating role of trust in the context of OTA use in Indonesia. The findings provide implications for OTA managers to pay attention to service quality, ease of use, and user trust.
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