How consumer trust shapes e-ticket purchasing decisions in flight booking applications

Article Sidebar

PDF
Published: May 18, 2026
DOI: https://doi.org/10.28932/jmm.v25i2.14768
Keywords:
consumers trust, information quality, OTA, perceived ease of use, purchase decisions, social media marketing kemudahan yang dirasakan, kepercayaan konsumen, keputusan pembelian, kualitas informasi, OTA, pemasaran media sosial

Main Article Content

Ami Nurhayati
Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari
Nofal Supriaddin
Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari
Kartika Resky
Politeknik Indotec Kendari
La Ode Hamida
Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari

Abstract

The rapid expansion of online travel agencies (OTAs) and increasing reliance on mobile platforms have reshaped consumer behavior in digital travel bookings. This study explores how perceived ease of use, information quality, and social media marketing influence e-ticket purchase decisions, while also considering the role of trust as a mediating variable. The study adopted a quantitative approach with a causal associative design, and data were collected through purposive sampling of 125 Traveloka app users. Data were analyzed using PLS-SEM. The results reveal that perceived ease of use, information quality, social media marketing, and consumer trust all have significant positive effects on e-ticket purchase decisions. In addition, consumer trust acts as a mediating factor by strengthening the influence of information quality and social media marketing on purchase decisions. However, it does not mediate the link between perceived ease of use and purchase decisions. In conclusion, consumer trust plays a crucial role as a strategic factor in enhancing consumer decision-making in mobile-based travel services. The findings imply that OTAs should prioritize building trust through accurate information and effective social media engagement to improve consumer acquisition and retention, thereby achieving better business performance in an increasingly competitive digital marketplace.

Downloads

Download data is not yet available.

Article Details

How to Cite
Nurhayati, A., Supriaddin, N., Resky, K., & Hamida, . L. O. (2026). How consumer trust shapes e-ticket purchasing decisions in flight booking applications. Jurnal Manajemen Maranatha, 25(2), 249–264. https://doi.org/10.28932/jmm.v25i2.14768
Issue
Vol. 25 No. 2 (2026): Jurnal Manajemen Maranatha
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

References

Aini, A. N. (2024). The role of trendiness in strengthening the relationship between social media marketing features and brand trust and its impact on purchase decisions. Assets: Jurnal Ekonomi, Manajemen & Akuntansi, 14(2), 197-214. https://doi.org/10.24252/assets.v14i2.51790

Asnawati, A., Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth, and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81-90. https://doi.org/10.5267/J.IJDNS.2021.10.001

Ayang, A. I. A., Udayana, I. B. N., & Maharani, B. D. (2024). Pengaruh corporate social responsibility, social media marketing, store environment, dan perceived value terhadap purchase decision. Ekonomis: Journal of Economics and Business, 8(1), 410-415. https://doi.org/10.33087/ekonomis.v8i1.1459

Azhar, M., Husain, R., Hamid, S., & Rahman, M. N. (2023). Effect of social media marketing on online travel purchase behavior post-Covid-19: Mediating role of brand trust and brand loyalty. Future Business Journal, 9(13), 1-13. https://doi.org/10.1186/s43093-023-00192-6

Aziz, A., & Tiarawati, M. (2021). Pengaruh reputasi penjual, kepercayaan, dan kemudahan terhadap keputusan pembelian produk online second hand (Studi pada pengguna aplikasi OLX). JRMSI: Jurnal Riset Manajemen Sains Indonesia, 12(1), 1-14. http://doi.org/10.21009/JRMSI

Chen, C. -C., Chang, C. H., & Hsiao, K. L. (2022). Exploring the factors of using mobile ticketing applications: Perspectives from Innovation Resistance Theory. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102974

Desky, H., Murinda, R., & Razali, R. (2022). Pengaruh persepsi keamanan, kualitas informasi, dan kepercayaan terhadap keputusan pembelian online (Studi kasus pada konsumen Shopee di Kota Lhokseumawe). Owner: Riset & Jurnal Akuntansi, 6(2), 1812-1828. https://doi.org/10.33395/owner.v6i2.772

Dini, A. P., Anggarini, Y., & Yasmin, S. M. (2023). The effect of ease of use, information quality, and service quality on purchase decisions at Shopee marketplace. Cakrawangsa Bisnis, 4(1), 81-92. https://doi.org/10.35917/cb.v4i1.412

Dirgantara, I. M. B., & Akbar, H. M. (2022). The role of information quality processing in determining purchase intentions through social psychological distance. Diponegoro International Journal of Business, 5(2), 109-118. https://doi.org/10.14710/dijb.5.2.2022.109-118

Fortuna, C. I., & Marwati, F. S. (2021). Purchase decision in the online shopping application, reviewed from easy, quality of information, culture, and trust. Almana: Jurnal Manajemen dan Bisnis, 5(2), 174-183. https://doi.org/10.36555/almana.v5i2.1551

Hair, J., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). An introduction to Partial Least Squares Structural Equation Modeling (PLS-SEM) using R. Springer. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7_1

Harahap, R. A., Lita, R. P., & Meuthia, M. (2023). The effect of information quality, quantity, credibility, usefulness, and adoption on purchase intention of Kahf Skincare at Shopee. Jurnal Manajemen dan Kewirausahaan, 11(2), 171-183. https://doi.org/10.26905/jmdk.v11i2.10827

Islam, M. N. (2023). Factors affecting adoption of self-service e-ticketing technology: A study on heritage sites in Bangladesh. Heliyon, 9(3). https://doi.org/10.1016/j.heliyon.2023.e14691

Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1). https://doi.org/10.1016/j.jjimei.2022.100065

Karunasingha, A., & Abeysekera, N. (2022). The mediating effect of trust on consumer behavior in social media marketing environments. South Asian Journal of Marketing, 3(2), 135-149. https://doi.org/10.1108/sajm-10-2021-0126

Lasfiana, E., & Elpanso, E. (2023). Pengaruh harga, kepercayaan, dan ulasan produk terhadap keputusan pembelian secara online pada TikTok shop. Management Studies and Entrepreneurship Journal, 4(5), 7657-7667. https://doi.org/10.37385/msej.v4i6.3238

Lestari, E. A., & Siagian, D. (2021). Adapting technology adoption model to detect intention to use Tiket.com’s online ticketing application. Jurnal Ekonomi Perusahaan, 28(1), 62-73. https://doi.org/10.46806/jep.v28i1.821

Meriana, L., & Kurniawati, K. (2023). Determinant factors of customers’ purchase intention on the usage of travel shopping application. Jurnal Ekonomi Modernisasi, 18(3), 276-292. https://doi.org/10.21067/jem.v18i3.7432

Minarto, A. H., Felita, E., & Thio, S. (2021). Kepercayaan dan sikap konsumen terhadap minat pemesanan hotel di Traveloka. Jurnal Manajemen Perhotelan, 7(1), 1-9. https://doi.org/10.9744/jmp.7.1.1-9

Muliadi, S., Arthawati, S. N., Oktavera, R., & Gustiawan, W. (2024). Determinan proses keputusan pembelian online di kalangan konsumen muslim pengguna Shopee: Kepercayaan sebagai variabel mediasi. Jurnal Manajemen Maranatha, 23(2), 233-246. https://doi.org/10.28932/jmm.v23i2.8719

Munadia, M., Umuri, K., Sentosa, D. S., & Nurlina, E. (2024). Determinant of purchase decisions in TikTok shop e-commerce with trust as a mediating variable. JIMEBIS: Scientific Journal of Students Islamic Economics and Business, 5(1), 13-23. https://doi.org/10.22373/jimebis.v5i1.534

Negara, W. P. K. (2024). Social media marketing and purchase decision: Insights from Indonesia MSMEs. JED: Journal of Enterprise and Development, 6(2), 476-487. https://doi.org/10.20414/jed.v6i2.10942

Nuralam, I. P., Yudiono, N., Fahmi, M. R. A., Yuliaji, E. S., & Hidayat, T. (2024). Perceived ease of use, perceived usefulness, and customer satisfaction as driving factors on repurchase intention: The perspective of the e-commerce market in Indonesia. Cogent Business and Management, 11(1), 1-21. https://doi.org/10.1080/23311975.2024.2413376

Octaviani, R. D., Sucherly, S., Prabowo, H., & Sari, D. (2023). Determinants of Indonesian Gen Z’s purchase behavior on online travel platforms: Extending UTAUT model. Innovative Marketing, 19(4), 54-65. https://doi.org/10.21511/im.19(4).2023.05

Rante, Y., & Toii, I. E. W. (2025). The influence of perceived usefulness, ease of use, security, and trust on intention to use Dana e-wallet. JIMKES: Jurnal Ilmiah Manajemen Kesatuan, 13(5), 3815-3826. https://doi.org/10.37641/jimkes.v13i5.3877

Ranti, N. Q., Agung, D. A., & Ellitan, L. (2023). The impact of security and e-wom to purchase decision with trust as mediator in online shopping through the Shopee application. Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 346-359. https://doi.org/10.2991/978-94-6463-076-3_26

Ray, L. A., & Siregar, O. M. (2024). Pengaruh perceived ease of use dan perceived usefulness terhadap keputusan pembelian: Studi pada pengguna transportasi online Maxim di Kota Medan. Jurnal Disrupsi Bisnis, 7(2), 253-260. https://doi.org/10.32493/drb.v7i2.33995

Sandy, E., & Firdausy, C. M. (2021). Pengaruh perceived usefulness, perceived ease of use, dan trust terhadap minat konsumen dalam penggunaan ulang GoPay di Kota Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(1), 22-27. https://doi.org/10.24912/jmbk.v5i1.10275

Shin, H. R., & Choi, J. G. (2021). The moderating effect of 'generation’ on the relations between source credibility of social media contents, hotel brand image, and purchase intention. Sustainability, 13(16), 1-16. https://doi.org/10.3390/su13169471

Siboro, S. F., Siregar, O., & Sugeng, I. S. (2024). The effect of trust as a mediating variable of social media and e-service marketing on purchase decisions at Tiktok shop. Jurnal Scientia, 13(3), 821-829. https://doi.org/10.58471/ scientia.v13i03

Silalahi, I. V., Hurriyati, R., Rahayu, A., Gaffar, V., Wibowo, L. A., Dirgantari, P. D., & Warlin, L. (2022). Digital way to increase consumer purchase intention for local fashion products in developing country. Journal of Eastern European and Central Asian Research, 9(5), 838-850. https://doi.org/10.15549/jeecar.v9i5.1070

Sinulingga, N., Handoko, Y., & Dura, J. (2024). Trust that mediates the effect of website quality and the electronic word of mouth (e-wom) on the purchase intention. Mix: Jurnal Ilmiah Manajemen, 14(2), 319-337. https://doi.org/10.22441/jurnal_mix.2024.v14i2.003

Solihin, D. (2020). The effect of customer trust and promotion on consumer purchasing decisions at Mikaylaku online shop with purchase intention as an intervening variable. Journal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38-51. https://doi.org/10.33753/mandiri.v4i1.99

Solihin, D., & Ahyani, A. (2024). Determining the factors that influence online purchase intentions at Shopee Indonesia with trust as mediation. Mix: Jurnal Ilmiah Manajemen, 14(3), 568-593. https://doi.org/10.22441/jurnal_mix.2024.v14i3.001

Statista Research Department. (2024). Online travel market size worldwide from 2017 to 2023, with a forecast until 2028. Statista Research Department. https://www.statista.com/statistics/1179020/online-travel-agent-market-size-worldwide/

Sukma, A., Rochman, D. D., Murnawan, M., Nugraha, U., & Anggkarti, D. M. (2025). How digital technology shapes traveller awareness and engagement in sustainable tourism in Indonesia. Social Sciences & Humanities Open, 12. https://doi.org/10.1016/j.ssaho.2025.102072

Sukwadi, R., Caroline, L. S., & Chen, G. Y. (2022). Extended technology acceptance model for Indonesian mobile wallet: Structural equation modeling approach. Engineering and Applied Science Research, 49(2), 146-154. https://doi.org/10.14456/easr.2022.17

Ulum, I. F., & Solekah, N. A. (2024). The impact of lifestyle, financial literacy, and ease of use of e-payment on e-wallet users’ consumptive behavior in the Millennial Generation. MEC-J: Management and Economics Journal, 8(1), 67-82. https://doi.org/10.18860/mec-j.v8i1.26265

Wicaksono, D. S., Ruhamak, M. D., & Yap, N. (2023). The effect ease of use and perceived risk on purchasing decisions on marketplace Shopee. Jurnal Studi Manajemen dan Bisnis, 10(2), 208-214. https://doi.org/10.21107/jsmb.v10i2.20895

Wilson, N., Alvita, M., & Wibisono, J. (2021). The effect of perceived ease of use and perceived security toward satisfaction and repurchase intention. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(1), 145-159. https://doi.org/10.24912/jmieb.v5i1.10489

Wilson, N., Keni, K., & Tant, P. H. (2021). The role of perceived usefulness and perceived ease of use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262-294. https://doi.org/10.22146/gamaijb.32106

Wuisan, D. S., Candra, D., Tanaya, M. A., Natalia, V., & Bernarto, I. (2020). Pengaruh website design quality dan e-service quality terhadap repurchase intention: Sociolla e-trust sebagai variabel mediasi. Computatio: Journal of Computer Science and Information Systems, 4(1), 55-67. https://doi.org/10.24912/computatio.v4i1.7748

Xia, L., Xu, Y., Zhang, Y., Jiang, H., & Cui, B. (2024). Impact of airline social media marketing on purchase intention: Evidence from China using PLS-SEM. Transport Economic and Management, 2, 249-262. https://doi.org/10.1016/j.team.2024.09.003

Yasser, A. S., & Gayatri, G. (2023). The role of live streaming in building consumer trust, engagement, and purchase intention in Indonesian social commerce thrift clothes sellers. ASEAN Marketing Journal, 15(2), 1-13. https://doi.org/10.7454/amj.v15i2.1224

Yuliana, R., & Pantawis, S. (2023). The effect of information quality on purchase decisions through brand awareness. Eksis: Jurnal Riset Ekonomi dan Bisnis, 17(2), 177-182. https://doi.org/10.26533/eksis.v17i2.1072

Zeini, C. C., Santoso, A., & Riawan, R. (2024). Key influencing factors on ticket purchase decision. Jurnal Manajerial, 11(2), 183-194. https://doi.org/10.30587/jurnalmanajerial.v11i02.7037