The Mediating Role of Customer Satisfaction in the Relationship Between Perceived Ease of Use and Online Ticket Repurchase Intention in Indonesia
Keywords:
Customer Satisfaction, Perceived Ease of Use, Repurchase Intention, Online Ticketing, indonesiaAbstract
This study aims to analyze the mediating roles of customer satisfaction and trust in the relationship between perceived ease of use and online ticket repurchase intention in Indonesia. As digital penetration continues to increase within the travel and entertainment industries, understanding the factors that influence customer loyalty has become increasingly important. This research adopts a quantitative approach, with data collected through questionnaires distributed to users of online ticketing services across various regions of Indonesia. The data were analyzed using Structural Equation Modeling (SEM) to examine both direct and indirect relationships among the variables. The results indicate that perceived ease of use has a significant positive effect on repurchase intention. Furthermore, customer satisfaction was found to mediate the relationship between perceived ease of use and repurchase intention. These findings highlight the importance of fostering customer satisfaction to enhance repurchase intention within the digital ecosystem. The practical implications of this study emphasize the need for online ticketing platforms to be user-friendly, functional, and competitive, while implementing customer experience-oriented strategies to build long-term customer loyalty.
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