Online Marketing Promotion, Customer Satisfaction onConsumer Repurchase Intention: Performance of Online Travel Agent in Jakarta

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Firdaus Alamsjah , Pantri Heriyati, Jonathan Iezer


The aim of this research paper is to find the influence of marketing strategies used by startups engaged in the field of online travel agencies. Online travel agents and public consumption of online purchases of travel services in Indonesia continues to experience growth. Competition in online travel is getting tighter and online marketing promotion is the most often used by online travel companies to attract buyers and increase expected customer satisfaction.

This research examines the user experience of the largest online travel in Indonesia, Traveloka, and used 100 respondents data source. The data analysis employed was Partial Least Square to analysis the data and test thehypotheses. The impact of online promotions and customer satisfaction significantly influence repurchase intentions of customers using toTraveloka service. The outcome suggests that the ease of usage experience and spontaneous buys not only prompt higher consumer loyalty and consumer needs, but also reinforce repurchase intention. Future studies may additionally test the strength of the interaction of experience and habit to reveal more insights into their relative significance in determine online repurchase intentions.

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