Determinants Affecting Repeat Purchase Behavior in Online Tourism Services Buying

Abstract

As online tourisms offer similar content, the competition and switching rate between them are intense; thus, it is crucial for the online tourism services to learn the repeat purchase behavior of customers to capture a greater share of the market. This study aims in determining the affecting factors for consumers’ repeat purchasing behavior toward online tourism services in Jakarta. Data is collected through online questionnaires that were distributed randomly to people living in Jakarta. There were 150 samples collected and analysed using SPSS version 22.0. Statistical analyses such as multiple linear regression analysis, frequency, and descriptive analysis were used to answer the study's objective. The findings showed that perceived value and experience of mobile application usage positively affected customer satisfaction in purchasing online tourism services. Meanwhile, transaction security, customer trust, and quality of service do not correlate with customer satisfaction during the purchase of online tourism services. Furthermore, this study showed that customer satisfaction also positively affected repeat purchase behavior. Practitioners within the online tourism industry may benefit from this research in developing marketing campaigns and customer relationship management.