The Influence of Online Reviews on Trust and Repurchase Intention on Traveloka at Muhammadiyah University of Pontianak

Fariz Rahman Amuntaza; Neni  Triana M

doi:10.47667/ijppr.v6i4.423

Authors

Fariz Rahman Amuntaza Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Pontianak
Neni Triana M Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Pontianak

DOI:

https://doi.org/10.47667/ijppr.v6i4.423

Keywords:

Online Reviews, Consumer Trust, Repurchase Intention, Traveloka Marketplace, Digital Consumer Behavior

Abstract

This study examines the influence of online reviews on consumer trust and repeat purchase intention among users of the Traveloka platform as one of the most widely used online travel marketplaces in Indonesia. The rapid development of digital technology has transformed consumer behavior, particularly in seeking and purchasing travel services such as airline tickets and hotel accommodations. Online customer reviews play a crucial role in shaping perceptions, reducing uncertainty, and influencing purchasing decisions. Using a descriptive quantitative approach, data were collected through observations on Traveloka’s platform, interviews with active users, and questionnaires distributed to Traveloka application users at Universitas Muhammadiyah Pontianak. Secondary data were obtained from relevant documents, including reports on active Traveloka users. The study employed normality tests, multicollinearity tests, multiple linear regression, and hypothesis testing (t-test and F-test) to analyze the relationships between variables. The results indicate that online reviews significantly affect consumer trust, which in turn positively influences repeat purchase intention. Trust also acts as a key mediating factor connecting online reviews to purchase behavior. The findings highlight the importance of authentic and transparent review systems for enhancing consumer confidence in online transactions. This research contributes to understanding digital consumer behavior and provides recommendations for practitioners and future researchers.

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