Jurnal LOGITEC (Logistik.
Teknologi, dan E-commerc.
Vol.
No.
THE EFFECT OF E-SERVICE QUALITY AND PRICE ON REPURCHASE
INTENTION THROUGH CUSTOMER SATISFACTION ON TRAVELOKA
(Case Study of Hotel Booking at Travelok.
Nur Izzatusshafa An-Nisaa1.
Santoso2 Vocational School of Internasional Logistics and Business University.
Bandung.
Indonesia1 Vocational School of International Logistics and Business University.
Bandung.
Indonesia 2 nurizzatusshafaa@gmail.
com1, santoso@ulbi.
Abstract This study aims to determine the effect of e-service quality and price on repurchase intention with customer satisfaction as a mediating variable on hotel reservation services in the Traveloka application.
The phenomenon of decreasing customer loyalty and increasing complaints related to digital service quality and price mismatches in the background for the importance of this research.
The research method used is quantitative with descriptive and verification approaches.
Data was collected through a questionnaire of 96 respondents who had used hotel booking services at Traveloka.
The analysis technique uses Structual Equation Modeling (SEM) based on Partial Least Square (SmartPLS).
The results showed that e-service quality and price each have a positive influence on customer satisfaction.
In addition, customer satisfaction is proven to play a mediating role between price and repurchase intention, but does not significantly mediate between e-service quality and repurchase intention.
This finding implies that improving customer satisfaction, especially through appropriate and transparent pricing policies, is critical to maintaining customer repurchase intention on OTA (Online Travel Agen.
platforms such as Traveloka.
Keywords: E-service quality.
Price.
Customer Satisfaction.
Repurchase Intention.
Traveloka Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan harga terhadap repurchase intention dengan kepuasan pelanggan sebagai variabel mediasi pada layanan reservasi hotel di aplikasi Traveloka.
Fenomena penurunan loyalitas pelanggan dan meningkatknya keluhan terkait kualitas layanan digital serta ketidaksesuaian harga menjadi latar belakang pentingnya penelitian ini dilakukan.
Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan verifikatif.
Data dikumpulkan melalui kuesioner terhadap 96 responden yang pernah menggunakan layanan pemesanan hotel di Traveloka.
Teknik analisis menggunakan Structual Equation Modeling (SEM) berbasis Partial Least Square (SmartPLS).
Hasil penelitian menunjukkan bahwa e-service quality dan harga masing-masing memiliki pengaruh positif terhadap kepuasan pelanggan.
Selain itu, kepuasan pelanggan terbukti berperan sebagai mediasi antara harga terhadap repurchase intention, namun tidak memediasi secara signifikan antara e-service quality dan repurchase intention.
Temuan ini memberikan implikasi bahwa peningkatan kepuasan pelanggan, terutama melalui kebijakan harga yang sesuai dan transparan, sangat penting untuk mempertahankan niat beli ulang pelanggan di platform OTA (Online Travel Agen.
seperti Traveloka.
Kata Kunci: E-service quality.
Harga.
Kepuasan Pelanggan.
Repurchase Intention.
Traveloka LOGITEC https://ejurnal.
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Intruduction According to Goodstats data quoted from Data Reportal, the number of internet users in Indonesia has continued to increase significantly since 2018.
In that year, internet users were recorded at 106 million, and this number jumped to more than 185 million by 2024 (Rizti Frisca.
This growth reflects the widespread use of the internet in peopleAos lives, including in digital consumption activities such as purchasing products and services online.
Howerver, as many as .
1%) users research products and brands before buying, and .
,8%) use the internet to research places, vacations, and travel.
This data shows that the internet is not only a means of entertainment, but has also become the main media in supporting digital economic activities, including in travel planning and booking tourism services (Andi Dwi Riyanto, 2.
Online Travel Agent (OTA) user data taken from the Top Brand Award site.
Traveloka ranks at the top of the hotel reservation platform.
However, the data shows that there was a decrease from 2023 to 2024.
This indicates that there are shortcomings that are the cause of the decline in the value of the Top Brand at Traveloka.
Although Traveloka is still in first place.
This makes Traveloka have to retain its customers by maintaining repurchase interest.
Some user reviews of the Traveloka application on the Google Play Store are related to the experience of using the application.
Many users complain abiut the limitations of the booking features, such as the inability to choose two different room types in one transaction, which is very difficult for families or large groups.
In addition, the promo system often does not provide realtime information about the availability of voucher, so users only find out that the stock has run out after filling in all the booking data.
On August 22, 2024, a readerAos letter was published in Media Konsumen.
The letter expressed a complaint about a significant price discrepancy between the price paid directly by the hotel when checking in.
The customer felt aggrieved that the app price did not reflect in the price.
This information mismatch can cause Traveloka to lose customer trust as an accommodation services Previous research results related to the mediating role of customer satisfaction on the relationship between price and repurchase intention show mixed findings.
Some studies found a partial mediation effect (Pradhana Ais Nanda, 2.
, while others did not find a significant mediation effect (Munawaroh & Tamriatin, 2.
Based on these differences in findings, this LOGITEC https://ejurnal.
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study aims to reexamine the relationship between e-service quality, price, and repurchase intention, with customer satisfaction as a mediating variable, in the context of hotel bookings through Traveloka.
Method This research uses a quantitative approach with descriptive and verfication designs.
The descriptive approach is used to describe respondentsAo perceptions of the variables studied, while the verification approach is used to test the influence between variables according ti the hypothesis that has been formulated.
The research model involves the independent variables e-service quality (X.
and price (X.
, the dependent variable repurchase intention (Y), and the mediating variable customer satisfaction (Z).
Population and Sample The research population is all users who have used hotel booking services in the Traveloka The sampling technique used purposive sampling with the criteria that respondents were Ou17 years old and had made at least one hotel booking at Traveloka in the last six months.
The number of samples collected was 96 respondents.
Data Analysis The method used for data analysis and hypotesis testing in this study is Structual Equation Model-Partial Least Square (SEM-PLS).
Analysis using SEM-PLS usually consist of two submodes: measurement model .
uter mode.
and structual model .
nner mode.
The measurement model is carried out to test the validty and reliability, instrument test, while the structual model is used to predict the relationship between dependent variables by calculating r 2, goodness of fit, and path coefficient.
This study uses SmartPLS 4 software, and to test the hypothesis indirectly.
Variable Operations Operational is an indication of how the variable can be measured.
This study involves 4 variables consisting of 2 independent variables, namely e-service quality (X.
, and price (X.
, adn 2 dependent variables, namely customer satisfaction (Z) and repurchase intention (Y).
The following are the operational variables in this study:
Table 1.
Operational Variables Variable E-Service Quality (X.
Variable Consept E-service quality can be defined as the extent to which LOGITEC https://ejurnal.
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Variable Price (X.
Customer Satisfaction (Z) Repurchase Intention (Y) Variable Consept a website facilitates shopping, purchasing, and delivery of products and services through effiecient and effective The amount of money .
ossibly some weighted good.
needed to obtain some combination of a product and its accompanying services.
Customer satisfaction can be defined as a comparison between expectations or ecpectations before purchase and perceptions of performance after purchase.
Customer satisfaction can be defined as a comparison bertween expectations or expectations before purchase and perceptions of performance after purchase.
Indicator Fulfillment Privacy Responsiviness Compensation Scale Price Affordability Price Conformity with Product Quality Price Conformity with Benefits (Expecte.
Desire Likert Likert Level (Desir.
Desire Level (Unexpecte.
Desire Level Transactional Interest Likert Source: Processed by Researchers, 2025 Hypothesis Source: Processed by Researchers 2025 Figure 1.
Framework of Thought H1: E-service quality affects Repurchase Intention H2: Harga affects Repurchase Intention H3: E-service quality affects Customer Satisfaction H4: Harga affects Customer Satisfaction H5: Customer satisfaction mediates e-service quality and price on repurchase intention LOGITEC https://ejurnal.
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Result and Discussion Result Based on the results of desctiptive test, data on the characteristics of repondents based on age show a tendency to consider price transparency and ease of digital services before making repeat This is in line with the opinion of (Kotler & Armstrong, 2.
which states that prices that match customer benefits and expectations will increase the likehood of repurchasing hotel reservation at Traveloka.
Table 2.
Characteristics of Respondents by Age Age 19 Ae 25 Years 26 Ae 32 Years Percentage >32 Years Total Source: Primary Data Processed by Researchers, 2025 Furthermore, the results of the convergent validity test expressed in the factor loading.
AVE, and CronbachAos Alpha values are presented in Table 3.
The cross-loading value of the variables in this study shows that all indicators of each latent variable have a greater value than other latent All indicators used in this study are declared valid based on the discriminant validty test.
In addition, the cross-loading results of each indicator have a value of >0.
7, which means that each latent variable already has a good measure of discriminant validty.
The Average Variance Extracted (AVE) value must be greater than 0.
Table 4.
Below shows that all reserach variables have a CronbachAos alpha value >0.
7 and a composite reliability value 0.
This measuring instrument is reliable for measuring reserach variables.
Table 4.
Measurement Model (Outer Mode.
Variable Indicator Loading Factor
E-Service Quality ESQ6
0,768
ESQ7
0,764
ESQ8
0,837
Price
0,759
0,766
0,702
0,803
Customer KP1
0,750
Satisfcation KP2
0,879
KP6
0,838
Repurchase Intention
RI1
0,894
AVE
Composite Reliability CronbachAos Alpha
0,625
0,844
0,753
0,575
0,863
0,764
0,679
0,901
0,781
0,820
0,833
0,701
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Variable Indicator RI2
Loading Factor
0,916
AVE
Composite Reliability CronbachAos Alpha Source: SmartPLS Processed Data, 2025 Table 5 R-Square Var.
Dependen Kepuasan Pelanggan Repurchase Intention R-square 0,512 0,365 R-square adjusted 0,502 0,345 Source: SmartPLS Processed Data, 2025 The data presented in Table 5 shows that the r2 value of customer satisfaction of 0,512 indicates that 51,2% of the variation in customer satisfaction can be explained by the independent cosntructs that affect it in the model, while the remaining 48,8% is explained by other factors outside the of the variation in repurchase intention is explained by the constructs in the model, and the remaining 63,5% by other variables.
Hypothesis testing for this study was carried out with the help of SmartPLS (Partial Least Squar.
4 software.
These values can be seen from the bootstrapping results.
The rule of thumb used in this study is t-statisctis >1,96 with a signicance leved of p-value >0,05.
The hypothesis testing values for this study are shown in Table 6.
Based on the results of hypothesis testing, two hypotheses are accepted, and two hypotheses are not accepted.
Table 6.
Hypothesis Testing Original Sample (O) 0,246 e-service quality Ie
customer satisfaction e-service quality Ie
0,138
Repurchase Intention
harga Ie customer 0,570 harga Ie Repurchase 0,164 Intention
kepuasan pelanggan Ie
0,395
Repurchase Intention
Source: SmartPLS Processed Data, 2025
Sample Mean
(M)
0,270
Standard Deviation (STDEV) 0,113 T statictics (|O/STDEV|) P Values 2,174 0,032 0,111 0,137 1,008 0,316 0,553 0,093 6,122 0,000 0,193 0,125 1,310 0,193 0,391 0,117 3,363 0,001 The indirect hypothesis testing value in this study is shown in Table 7.
Based on the results of indirect hypothesis testing, only partially accepted.
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Table 7.
Indirect Hypothesis Test
Original Sample (O) 0,225 Harga Ie kepuasan pelanggan Ie
Repurchase Intention
E-service quality Ie
0,097
kepuasan pelanggan Ie
Repurchase Intention
Source: SmartPLS Processed Data, 2025
Sample Mean
(M)
0,215
Standard Deviation (STDEV) 0,075 T statictics (|O/STDEV|) P Values 2,986 0,004 0,106 0,058 1,671 0,098 Discussion Based on the results of hypothesis testing, e-service quality has no significant effect on repurchase intention for Traveloka users in making hotel reservations.
The results of this study support previous research stating that e-service quality has no significant effect on repurchase intention (Aditya et al.
, 2.
Price has no significant effect on repurchase intention.
The results of this study support previous research by (Munawaroh & Tamriatin, 2.
which states that price has no direct influence on repurchase intention of Traveloka online travel agent users.
The results also prove that e-service quality has a significant effect on customer satisfaction.
The results of this study are in line with previous research by (Daifa et al.
, 2.
which states that e-service quality has a positive effect on customer satisfaction in users of theonline travel agent Traveloka.
Price can have a positive and significant effect on customer satisfaction.
The results of this study are in line with research (Kuswandi & Nuryanto, 2.
which states that price has a positive and significant effect on customer satisfaction.
The resulrs also prove that customer satisfaction acts as a significant mediating variable between price and repurchase intention.
Conversely, customer satisfaction does not act as a significant mediating variable between e-service quality and repurchase intention.
Therefore, in this study, customer satisfaction as a mediating variable is only partially accepted .
The results of this study are not in line with the results of research (Kuswandi & Nuryanto, 2.
which states that customer satisfaction significantly mediates the effect of e-service quality on repurchase The results of this study also contradict the results of research (Munawaroh & Tamriatin, 2.
which concluded that customer satisfaction cannot mediate the relationship between price and repurchase intention.
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Conclusion This study found that e-service quality and price have a positive effect on customer satisfaction in hotel reservations through Traveloka.
Price through customer satisfaction has an influence on repurchase intention.
This partial mediation underlines that a transparent and appropriate pricing policy is more decisive in driving repurchase intention than e-service quality.
The latest discovery in this study lies the mediating role of customer satisfaction in the online travel agent Traveloka, where price emerges as a more influential driver of repurchase intention tha e-service quality.
Unlike previous research.
REFERENCES