Integration of the Theory of Reasoned Action (TRA) on Hotel Room Repurchase Intention using Online Hotel Room Booking Applications

Objective: The business-to-consumer (B2C) e-commerce or online shopping market is growing rapidly and has become one of the most exciting developments in e-commerce. The purpose of this study is to examine the effect of perceived ease of use, service quality, customer trust on the mediating role of customer satisfaction on perceived ease of use of online hotel room booking applications on repurchase intention. Design/Methods/Approach: The research sample size is 183 respondents who used the RedDoorz application at Indonesian hotel locations. Data are collected by distributing online questionnaires using a Likert scale point 1 to 5. The data analysis technique is carried out using the Structural Equation Modeling (SEM) method. Findings: The results of this study indicate that customer satisfaction as a mediator has a positive but not significant effect on service quality. The results of this study also show that partial customer satisfaction has a significant influence on the repurchase intention. Originality: This study shows that the use of theory of reasoned action to explain the customer satisfaction variable as a mediation can be done by predicting the repurchase intention of consumers in online hotel room booking applications. Practical/Policy implication: The managerial implications of this research can be considered for business stakeholders to ensure service quality, user convenience, and customer trust so that customers feel satisfied and can order again.