E-Satisfaction and E-Trust as Mediator Variables E-Service Quality Towards E-Word of Mouth on Room Reservation at Traveloka Tedy Surya Vimana, Bambang Supriadi, Yusaq Tomo Ardianto
University of Merdeka Malang
Abstract
This study aims to describe and analyze the effect of e-satisfaction and e-trust variables as e-service quality mediator variables on e-word of mouth on room reservations at Traveloka. The population in this study was determined based on the criteria of active application/website user representatives aged ≥- 17 years, had searched for information on hotel room accommodation service products using the past year, had interacted successfully by making hotel room reservations, and had successful transactions as hotel voucher buyers online through the Traveloka application/website with a total sample of 384 respondents. This study uses a structural equation approach with the Smart PLS Program as the processor. The study results show that e-service quality can impact e-satisfaction, e-trust, and e-word of mouth on room reservation services at Traveloka. E-trust can create a real impact for e-satisfaction and e-word of mouth on room reservation services at Traveloka. Furthermore, e-service quality can create a more tangible impact for e-word of mouth if it is encouraged through e-trust in room reservation services at Traveloka. Besides that, this study also shows that e-satisfaction has not been able to create a real impact for e-word of mouth, and e-service quality has not been able to create a real impact for e-word of mouth by intermediary e-satisfaction on room reservation services at Traveloka because its contribution is not optimal. This research strengthens the variables influencing e-word of mouth, namely e-service quality with e-satisfaction and e-trust, which act as mediators.
Keywords: E-Satisfaction, E-Trust, E-Service Quality, E-Word of Mouth
