EN 
IN
Journal article
THE ROLE OF ONLINE TRUST IN MEDIATING E-SERVQUAL AND E-WOM TOWARDS PURCHASE INTENTION ON HOTEL ROOM BOOKING IN ONLINE TRAVEL AGENT
Christine Chlara Warkey I Made Wardana
Volume : 7 Nomor : 9 Published : 2019, September
International Journal of Economic, Commerce and Management IJECM United Kingdom
Abstrak
Abstract E-business has growing rapidly and well known in Indonesia, one of them is the online travel agent business. The easiness of transactions between prospective users and service providers occur only on the basis of a trust without having to meet in person. This study aims to analyze the role of online trust in mediating the relationship between e-Servqual and e-WOM towards purchase intention on booking hotel rooms in online travel agent. The survey method approach was used in this study to examine the dimensions of e-Servqual and e-WOM towards 165 respondents. The sampling technique used was purposive sampling. Structural equation modeling (SEM) is used to test the hypotheses. The results show that e-Servqual has an effect on online trust and purchase intention; e-WOM has an effect on purchase intention but do not have a significant effect on online trust; online trust has no significant effect on purchase intention and has no role in mediating e-servqual and eWOM towards purchase intention. Keywords: e-Servqual, e-WOM, Online Trust, Purchase Intention