The Influence of E-Satisfaction and E-Trust on E-Loyalty in Traveloka Hotel Booking Services
DOI:
https://doi.org/10.61722/jemba.v2i1.582Keywords:
e-satisfaction, e-trust, e-loyalty, Traveloka, online booking, multiple linear regressionAbstract
This study investigates the impact of e-satisfaction and e-trust on e-loyalty within the context of Traveloka’s hotel booking services. The research population comprises users of Traveloka’s online booking platform. A non-probability sampling technique was employed, yielding a sample size of 111 respondents. Data were collected using a Likert scale for measurement and analyzed through quantitative methods to explore the relationships between the independent variables (e-satisfaction and e-trust) and the dependent variable (e-loyalty). Multiple linear regression analysis was utilized to examine these relationships. The findings reveal that both e-satisfaction and e-trust significantly influence e-loyalty, with each variable demonstrating both individual (partial) and combined (simultaneous) effects. These results highlight the critical role of customer satisfaction and trust in fostering loyalty in online hotel booking services.
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