MENGUJI PERCEIVED EASE OF USE DAN PERCEIVED ENJOYMENT TERHADAP REPURCHASE INTENTION PADA ONLINE TRAVEL AGENCY
DOI:
https://doi.org/10.51544/jmm.v10i2.6454Keywords:
perceived ease of use, perceived enjoyment, costumer satisfaction, repurchase intentionAbstract
Latar belakang: Masih terbatasnya penelitian yang membahas aspek fungsional dan emosional dalam penggunaan layanan online travel agency (OTA). Keterbatasan tersebut memunculkan urgensi penelitian yang lebih mendalam untuk menganalisis perilaku pengguna layanan OTA.
Tujuan: Penelitian ini mempunyai tujuan dalam menganalisis pengaruh perceived ease of use dan perceived enjoyment terhadap repurchase intention pada pengguna layanan OTA
Metode: Penelitian ini mempergunakan pendekatan kuantitatif serta mempunyai sampel penelitian yang terdiri atas 187 responden yang merupakan pengguna layanan yang dalam kesehariannya mempergunakan aplikasi OTA. Data yang diperoleh, dianalisis dengan mempergunakan SEM-PLS
Hasil: Hasil analisis menunjukkan bahwa perceived ease of use dan perceived enjoyment mempunyai pengaruh yang signifikan positif terhadap customer satisfaction maupun repurchase intention. Selain itu, customer satisfaction terbukti memediasi pengaruh perceived ease of use dan perceived enjoyment terhadap repurchase intention.
Kesimpulan: Temuan ini menegaskan bahwa kepuasan pengguna mampu membentuk keinginan untuk membeli ulang pada platform OTA. Penyedia layanan OTA perlu memperkuat meningkatkan user experience melalui sistem.
Downloads
References
Aggarwal, A., & Rahul, M. (2018). The effect of perceived security on consumer purchase intensions in electronic commerce. International Journal of Public Sector Performance Management, 4(1). https://doi.org/10.1504/IJPSPM.2018.088691
Ajina, A. S., Joudeh, J. M. M., Ali, N. N., Zamil, A. M., & Hashem, T. N. (2023). The effect of mobile-wallet service dimensions on customer satisfaction and loyalty: An empirical study. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2229544
Al-Okaily, M. (2023). The influence of e-satisfaction on users’ e-loyalty toward e-wallet payment apps: a mediated-moderated model. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-08-2022-1313
Amoako, G. K., Doe, J. K., & Neequaye, E. K. (2023). Online innovation and repurchase intentions in hotels: the mediating effect of customer experience. International Hospitality Review, 37(1). https://doi.org/10.1108/ihr-02-2021-0008
Anggraeni, T. D., Simanjuntak, M., & Nurhayati, P. (2023). Determinan Factors of Decision to Choose an Online travel agency to Book a Place to Stay. Jurnal Doktor Manajemen (JDM), 6(1). https://doi.org/10.22441/jdm.v6i1.17417
Guo, Xiao, & Tang. (2016). Study of the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science.
Hong-Ngoc, T., Thu Thao, D. T., Thai Nhu, T. Le, Khanh Nguyen, V. T., Tuyet Trinh, N. T., & Truc Mai, D. T. (2024). Gamification in E-banking and E-wallets and Customer’s Loyalty. International Journal of Learning and Development, 14(1). https://doi.org/10.5296/ijld.v14i1.21762
Huang, M., Mohamad Saleh, M. S., & Zolkepli, I. A. (2023). The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15042883
Hunold, M., Kesler, R., & Laitenberger, U. (2020). Rankings of online travel agencys, channel pricing, and consumer protection. Marketing Science, 39(1). https://doi.org/10.1287/mksc.2019.1167
Li, L., Yuan, L., & Tian, J. (2023). Influence of online E-commerce interaction on customer satisfaction based on big data algorithm. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e18322
Moorthy, K., Nian Ci, T., Amalina Kamarudin, A., S. Govindarajo, N., & Chun Ting, L. (2023). Upsurge of Online Shopping in Malaysia during COVID-19 Pandemic. https://doi.org/10.5772/intechopen.108049
Mustika, D. V., & Wahyudi, L. (2022). Does the Quality of Beauty E-commerce Impact Online Purchase Intention? The Role of Perceived enjoyment and Perceived Trust. International Journal of Economics, Business and Management Research, 06(04). https://doi.org/10.51505/ijebmr.2022.6415
Nguyen, T. T., Thi Thu Truong, H., & Le-Anh, T. (2023). Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model. SAGE Open, 13(4). https://doi.org/10.1177/21582440231218814
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(4). https://doi.org/10.5267/j.ijdns.2021.8.008
Pramudita, A. S., Bisma, M. A., & Guslan, D. (2020). Determinants Factor of Accommodation Online Buying through Online travel agency (OTA). Asia Pacific Management and Business Application, 009(02). https://doi.org/10.21776/ub.apmba.2020.009.02.1
Sari, D. A. P., Febrilia, I., Kresnamurti, A., Sholikhah, Dirgantari, P. D., & Rachmahani, H. (2023). Why do people shop? Understanding consumer e-commerce shopping intention in Indonesia: Mediating effect of shopping orientation. Nurture, 17(2). https://doi.org/10.55951/nurture.v17i2.205
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5). https://doi.org/10.1002/mar.21640
Setiawan, P. Y., & Widanta, A. A. B. P. (2021). The effect of trust on travel agent online use: Application of the technology acceptance model. International Journal of Data and Network Science, 5(3). https://doi.org/10.5267/j.ijdns.2021.6.015
Suryani, B., Suhud, U., & Rizan, M. (2022). Investigation of E-Customer Loyalty: Food and Beverage Customer Survey Multi-Application Users of E-Wallet Transactions. Business Management and Strategy, 13(2). https://doi.org/10.5296/bms.v13i2.20433
Suryaningsih, I. B., Farida, L., Revanica, O., & Kusuma, A. A. M. (2019). The effect of coupon sales promotion, online customer review and perceived enjoyment on repurchase intention in e-commerce shopee. International Journal of Scientific and Technology Research, 8(8).
Wafiyyah, R. S., & Kusumadewi, N. M. W. (2021). The effect of perceived usefulness, perceived ease of use, and trust on repurchase intention on e-commerce Shopee. IJISET-International Journal of Innovative Science, Engineering & Technology, 8(7).
Yang, M., Al Mamun, A., Mohiuddin, M., Nawi, N. C., & Zainol, N. R. (2021). Cashless transactions: A study on intention and adoption of e-wallets. Sustainability (Switzerland), 13(2). https://doi.org/10.3390/su13020831
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Bayu Wiratama, Widya Prananta, Dorojatun Prihandono, Bogy Febriatmoko, Nanang Dwi Praatmana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
.png)
