Analisis User Experience dan Perceived Value terhadap Repurchase Intention dengan E-Satisfiction Sebagai Variabel Intervening pada Aplikasi Traveloka (Pengguna Aplikasi Traveloka Kota Medan)

Abstract

The digital travel industry in Indonesia has experienced rapid growth, including in the city of Medan. Traveloka is one of the most widely used platforms for booking tickets and accommodations. However, despite its large user base, there are still complaints regarding the user experience of the Traveloka application, which may impact user satisfaction. This study aims to analyze the influence of user experience and perceived value on repurchase intention through e-satisfaction among application users in Medan City. This study adopts a quantitative approach with an associative research design. The population of the study consists of Medan residents who use the Traveloka application, with a sample of 125 respondents selected through non-probability sampling using a purposive sampling method. The data analysis technique used in this research is Structural Equation Modeling (SEM) with the Smart PLS version 4.0 analysis tool. The results show that user experience has a positive but not significant effect on repurchase intention. Perceived value has a positive and significant effect on repurchase intention. User experience has a positive and significant effect on e-satisfaction. Perceived value has a positive and significant effect on e-satisfaction with the Traveloka application in Medan City. E-satisfaction has a positive and significant effect on repurchase intention. User experience has a positive and significant effect on repurchase intention through e-satisfaction. Perceived value has a positive and significant effect on repurchase intention through e-satisfaction.