PENGARUH EASE OF USE TERHADAP REPURCHASE INTENTION YANG DI MEDIASI E-SATISFACTION (Studi Pada Online Travel Agent)

Abstract

This study aims to analyze the effect of ease of use on repurchase intention mediated by e-satisfaction mediated by repurchase intention on online travel agents. This study uses an explanatory research method which is carried out through field data collection using a questionnaire. Respondents in this study were 130 customers who had previously used and made transactions on the Traveloka/Tiket.com application. data analysis techniques using the PLS-SEM method and hypothesis testing. Based on the results of the study, it shows that ease of use has a positive effect on repurchase intention, ease of use has a positive effect on e-satisfaction, e-satisfaction has a positive effect on repurchase intention, and e-satisfaction positively mediates between ease of use and repurchase intention on online travel. agent. Penelitian ini bertujuan untuk menganalisis pengaruh ease of use terhadap repurchase intention yang di mediasi e-satisfaction yang di mediasi repurchase intention pada online travel agent. Penelitian ini menggunakan metode penelitian eksplanasi yang dilaksanakan melalui pengumpulan data lapangan menggunakan angket. Responden dalam penelitian ini adalah 130 pelanggan yang sebelumnya pernah menggunakan dan melakukan transaksi di aplikasi Traveloka/Tiket.com. teknik analisa data menggunakan metode PLS-SEM dan pengujian hipotesis. Berdasarkan hasil penelitian menunjukan bahwa ease of use berpengaruh positif terhadap repurchase intention, ease of use berpengaruh positif terhadap e-satisfaction, e-satisfaction berpengaruh positif terhadap repurchase intention, dan e-satisfaction secara positif memediasi antara ease of use terhadap repurchase intention pada online travel agent.