Analysis Of Factors That Influence Hotel Repurchase Intention (Empirical study of online hotel bookings through Traveloka apps in Indonesia)

This study was conducted to analyze the factors that influence hotel repurchase online. The population in this study were all online hotel customers. The sampling technique used purposive sampling and obtained 176 respondents who had booked hotels on the traveloka application. This study uses seven variables: four independent variables and one dependent variable, and two mediating variables. The independent variables include price, quality, online reviews, and trust in third party websites. The dependent variable is repurchase intention. In contrast, perceived value and Trust in the hotel as a mediating variables. The data analysis used is a quantitative research method using Structural Equation Modeling (SEM) with Smart PLS version 3. This study indicates that the direct effect, which includes online review, perceived value price, quality has a significant effect on repurchase intention. Meanwhile, trust toward hotels and trust toward third-party sites have no significant effect on repurchase intention. For the indirect effect, it was identified that perceived value as a mediation of price and quality on repurchase intention has a significant effect. However, trust toward hotels as an online review mediation has no significant effect on repurchase intentions. Keywords: Repurchase intention, Online hotel bookings, Perceived value, Trust toward the third-party site, Trust toward hotels, Price, Quality