PENGARUH ELECTRONIC WORD OF MOUTH DAN ELECTRONIC SERVICE QUALITY TERHADAP REPURCHASE INTENTION MELALUI ELEKTRONIC TRUST SEBAGAI MEDIASI (Studi Kasus Pelanggan Online Travel Agent Agoda di Malang)

In the midst of increasingly fierce business competition, repurchase has become very important because consumer loyalty has become a valuable asset for companies. Especially companies that sell services, such as online travel agents (OTAs). A good OTA, is certainly the one that can provide the best service so as to leave a positive impression on customers. This study aims to ditermine the influence of E-WOM and E-Service Quality on Repurchase Intention through E-trust as a mediation for Agoda OTA users in Malang. This research method is quantitative. The population in this study is Agoda users who have made at least 1 transaction in the last 1 year who are in Malang. Sampling technique with purposive sampling. The number of samples studied was 154 respondents. The source of data for this research data is primary data. The data collection techniques uses the questionnaire methods. Data analysis techniques use the help of SmartPLS 4.0. The results showed that E-WOM had no effect on repurchase intentions, while e-service quality had an effect. E-WOM and e-service quality have an affect on e-Trust, but E-trust has no effect on repurchase intention, and e-trust does not mediate the influence between E-WOM and e-service quality.