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<p>This study determines the effects of customer trust towards eWOM on customer behavior. This study focuses on Generation Y in Indonesia. The samplesof this study are about 260 respondents who have used eWOM. This study uses structural equation modelling (SEM) to analyze data. The results of this study indicate that trust can mediate the customer experience toward eWOM on customer behavior. The attractiveness of eWOM itself strongly influences customer trust toward eWOM. Other results also show the critical role of customer trust towards eWOM indirectly improving customer behavior.</p>

<p align="center"><strong><em>ABSTRACT</em></strong><strong><em>:</em></strong></p><p><em>The increasing number of internet users in Indonesia in recent years greatly affect the growth of e-commerce business. One of the fast growing business is online travel services such as Traveloka, Tiket.com, Agoda, Pegipegi and so on. Online travel services are very diverse facilities, ranging from the procurement of websites to the manufacture of applications. The quality of online services (e-Service Quality) can facilitate efficiently and effectively in the purchase, sales, and delivery of both products and services. E-Service Quality or E-ServQual is a new version of Service Quality (ServQual). E-ServQual is developed to evaluate a service provided on the Internet network. The dimensions of E-ServQual used in the study are 8 dimensions, </em><em>there are</em><em> website design, reliability, responsiveness, security, fulfillment, personalization, information, and empathy.</em><em> </em><em>The </em><em>sample</em><em> used</em><em> in this research is purposive sampling counted </em><em>38</em><em> respondent</em><em>s</em><em>. The sample selection is based on experience using online travel agent in Indonesia. </em><em>This research is using factor analysis to find out the new dimension construct on e-ServQual towards online travel agencies (OTA) in Indonesia</em><em>.</em></p><p><strong><em>Keyword:</em></strong><em> e-ServQual, e-commerce, Online Travel Agent (OTA).</em><em></em></p>

Teknologi yang berkembang semakin canggih memberikan dampak yang baik dalam kehidupan, salah satunya pada bidang ekonomi. Contoh kemudahan yang ditimbulkan dalam bidang ekonomi adalah transformasi sistem pembayaran, saat ini pembayaran menggunakan uang tunai dirasa kurang efisien sehingga beberapa masyarakat mulai beralih dengan menggunakan pembayaran non tunai. Penelitian ini bertujuan untuk mengetahui pengaruh antara perceived usefulness terhadap behavior intention to use, perceived ease of use terhadap behavior intention to use, dan usia terhadap perceived usefulness dan perceived ease of use. Responden dalam penelitian ini berjumlah 150 orang pengguna layanan Go-Pay di Kota Surabaya yang termasuk dalam kategori Generasi Y. Hasil penelitian menunjukan bahwa perceived usefulness dan perceived ease of use berpengaruh terhadap behavior intention to use dan hanya usia 20-24 dan 35-40 yang terpengaruh oleh perceived usefulness dan perceived ease of use terhadap behavior intention to use.  The development of technology impacted on economical sectors. One example of the convenience posed in the economic field is the transformation of the payment system, currently payments using cash are considered to be less efficient so some people have begun to switch to using non-cash payments. This research is aimed to determine the effect of perceived usefulness towards behavior intention to use, perceided ease of use towards behavior intention to use, and age on perceived usefulness and perceived ease of use. There are 150 users of Go-Pay services in Surabaya that included to Y generation. This research showed that the variables perceived usefulness and perceived ease of use significantly affected behavior intention to use and only 20-24 and 30-34 years old that affected by perceived usefulness and perceived ease of use toward behavior intention to use.

The purpose of this research is to find out to determine the influence of sales promotion and shopping lifestyle on impulse buying with positive emotion as an intervening variable. This research uses a Likert scale questionnaire which is distributed to 170 Gen Z respondents who are 17 to 24 years old and Shopee users who live in Surabaya. The result of questionnaire distribution states that 140 questionnaires are feasible to be analyzed as the sample. The results of path coefficients show that the value of sales promotion and shopping lifestyle significantly affected impulse buying, and sales promotion affects positive emotion. Whereas positive emotion affects impulse buying and positive emotion does not mediate between sales promotion and impulse buying. It can be concluded that three hypotheses are accepted and two hypotheses are rejected. Penelitian ini bertujuan untuk mengetahui pengaruh sales promotion dan shopping lifestyle terhadap impulse buying dengan positive emotion sebagai variabel intervening. Penelitian ini menggunakan kuesioner skala Likert yang dibagikan kepada 170 responden Gen Z berusia 17-24 tahun, pengguna Shopee di Kota Surabaya. Hasil dari penyebaran kuesioner menyatakan bahwa sebanyak 140 kuesioner yang layak untuk dianalisis sebagai sampel. Hasil path coefficients menunjukkan bahwa nilai sales promotion dan shopping lifestyle berpengaruh terhadap impulse buying, dan sales promotion berpengaruh terhadap positive emotion. Sedangkan, positive emotion berpengaruh terhadap impulse buying dan positive emotion tidak memediasi hubungan antara sales promotion dengan impulse buying. Dapat disimpulkan bahwa 3 hipotesis diterima dan 2 hipotesis ditolak.