THE EFFECT OF E-SERVICE QUALITY, PRICE, AND MEDIA ADVERTISING TOWARDS CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON ONLINE TRAVEL AGENT TRAVELOKA.COM

Syafriani, Oza (2021) THE EFFECT OF E-SERVICE QUALITY, PRICE, AND MEDIA ADVERTISING TOWARDS CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON ONLINE TRAVEL AGENT TRAVELOKA.COM. Masters thesis, Magister Manajemen.

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Abstract

The present study aimed to examine e-service quality, price, and media advertising toward customer satisfaction and re-purchase intention on traveloka.com in Indonesia during new normal era. A field survey was conducted in online travel agent (Traveloka.com) most of online travel agent in Indonesia. The proposed model was evaluated by using a structural equation model analysis with smartPLS. The results revealed that cognitive and affective factors were in general significantly interrelated; such associations along with e-service quality, price, and media advertising significantly influenced customer satisfaction and most important contributor to building re-purchase intention. In addition, the mediating role of study variables was identified. Key words: e-service quality, price, media advertising, customers satisfaction, and re�purchase intention, online travel agent

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