Abstract :

User satisfaction is a crucial factor in determining the sustainability and competitiveness of digital service platforms, particularly in the online travel industry. Increasing competition among online travel applications requires companies to continuously improve service quality, build user trust, and maintain a strong brand image. This study aims to analyze the effects of e-trust, e-service quality, and brand image on user satisfaction of the Traveloka application. A quantitative research approach was employed using a survey method, with 100 Traveloka application users as the research sample, selected through purposive sampling. Data were collected using structured questionnaires and analyzed using multiple linear regression analysis. The results of the instrument tests indicate that all measurement items are valid and reliable. The findings reveal that e-trust has a positive and significant effect on user satisfaction, e-service quality has a positive and significant effect on user satisfaction, and brand image also has a positive and significant effect on user satisfaction. These results suggest that higher levels of trust, superior electronic service quality, and a positive brand image play an important role in enhancing user satisfaction with the Traveloka application. This study emphasizes the importance for online travel service providers to strengthen user trust, improve digital service performance, and maintain a strong brand image in order to increase user satisfaction and sustain competitive advantage in the digital marketplace.

---

Keywords :

Brand Image, E-Service Quality, E-Trust, Online Travel Application, User Satisfaction.

---

References :

1. Kotler and K. L. Keller, Marketing Management, 15th ed. Harlow, UK: Pearson Education, 2016.
2. Statista, “Online travel booking market in Indonesia,” Statista Research Department, 2023.
3. Gefen, E. Karahanna, and D. W. Straub, “Trust and TAM in online shopping: An integrated model,” MIS Quarterly, vol. 27, no. 1, pp. 51–90, 2003.
4. Kim and R. A. Peterson, “A meta-analysis of online trust relationships in e-commerce,” Journal of Interactive Marketing, vol. 38, pp. 44–54, 2017.
5. Pavlou, “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model,” International Journal of Electronic Commerce, vol. 7, no. 3, pp. 101–134, 2003.
6. Parasuraman, V. A. Zeithaml, and A. Malhotra, “E-S-QUAL: A multiple-item scale for assessing electronic service quality,” Journal of Service Research, vol. 7, no. 3, pp. 213–233, 2005.
7. Blut, “E-service quality: Development of a hierarchical model,” Journal of Retailing, vol. 92, no. 4, pp. 500–517, 2016.
8. A. Aaker, Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, NY, USA: Free Press, 1991.
9. L. Keller, “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, vol. 57, no. 1, pp. 1–22, 1993.
10. A. Zeithaml, M. J. Bitner, and D. D. Gremler, Services Marketing: Integrating Customer Focus Across the Firm, 7th ed. New York, NY, USA: McGraw-Hill Education, 2020.
11. Ladhari, “Service quality, emotional satisfaction, and behavioural intentions,” Managing Service Quality, vol. 19, no. 3, pp. 308–331, 2009.
12. Tjiptono, Service, Quality & Satisfaction, 4th ed. Yogyakarta, Indonesia: Andi Offset, 2019.
13. Putra, A. R. Hidayat, and S. Nugroho, “The influence of e-service quality and brand image on customer satisfaction of online travel applications,” Journal of Business and Management Studies, vol. 5, no. 2, pp. 112–121, 2023.
14. Cahyani, R. Gunadi, and F. Mbulu, “Customer experience and repurchase intention in online travel services,” International Journal of Marketing Studies, vol. 11, no. 4, pp. 45–56, 2019.
15. Irawan and A. Damayanti, “Brand image and customer satisfaction in digital service platforms,” Journal of Marketing Research and Case Studies, vol. 2021, pp. 1–9, 2021.
16. Hidayah, “The role of e-trust on e-satisfaction in digital service platforms,” Journal of Digital Business Research, vol. 5, no. 2, pp. 45–56, 2025.
17. Gefen, E. Karahanna, and D. W. Straub, “Trust and TAM in online shopping: An integrated model,” MIS Quarterly, vol. 27, no. 1, pp. 51–90, 2003.
18. Bili, “Pengaruh kepercayaan terhadap kepuasan pengguna aplikasi Traveloka,” Jurnal Manajemen dan Bisnis, vol. 8, no. 1, pp. 67–75, 2020.
19. Aziziyah, “Peran kepercayaan dan persepsi manfaat terhadap kepuasan pengguna e-commerce Traveloka,” Jurnal Ekonomi dan Bisnis Digital, vol. 3, no. 2, pp. 101–110, 2021.
20. A. Zeithaml, M. J. Bitner, and D. D. Gremler, Services Marketing: Integrating Customer Focus Across the Firm, 7th ed. New York, NY, USA: McGraw-Hill, 2020.
21. Putra, A. R. Hidayat, and S. Nugroho, “The influence of e-service quality and brand image on customer satisfaction of Traveloka users,” Journal of Business and Management Studies, vol. 5, no. 2, pp. 112–121, 2023.
22. Cahyani, R. Gunadi, and F. Mbulu, “Customer experience and repurchase intention in online travel services,” International Journal of Marketing Studies, vol. 11, no. 4, pp. 45–56, 2019.
23. Kotler and K. L. Keller, Marketing Management, 15th ed. Harlow, UK: Pearson Education, 2016.
24. Irawan and A. Damayanti, “Brand image and customer satisfaction in digital service platforms,” Journal of Marketing Research and Case Studies, vol. 2021, pp. 1–9, 2021.