Repurchase Intention of Virtual Hotel Operator Websites in Indonesia Mediated by Electronic Trust
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Easy of Use,
Electronic Trust,
Repuchase Intention,
Virtual Hotel Operator
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Abstract
The rapid growth of the hospitality industry has been driven by the emergence of Virtual Hotel Operators (VHO), which connect independent hotels with digital booking systems. This study analyzes the impact of Security, Ease of Use, and Privacy, with the mediating role of Electronic Trust, on Repurchase Intention in VHO websites. Using a quantitative approach, data were collected through questionnaires from 300 customers who had previously booked hotels online via VHO platforms. The data were analyzed using SEM-Lisrel 8.80. The results indicate that Security, Ease of Use, Privacy, and Electronic Trust significantly influence Repurchase Intention, with Electronic Trust mediating these relationships. Implications Managerial include enhancing security through encryption and two-factor authentication, optimizing user experience with an intuitive and personalized interface, and ensuring transparency in privacy policies to strengthen customer trust. Providing authentic reviews and responsive customer service is also crucial in increasing customer retention and reinforcing VHO’s competitive position in the digital hospitality industry.
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