The Effect Of Utilitarian Value And Online Trust On Customers' Purchase Intention Through Traveloka Mobile Application

Abstract

This research was conducted with the aim to examine the impact of utilitarian value and online trust on the purchase intention of Traveloka mobile application consumers. The questionnaire was distributed to 265 Vietnamese respondents who had purchased products or services on the Traveloka mobile application with 243 valid responses. The analysis in this study uses quantitative methods with the assistance of SPSS and SMART PLS software. The results of this research can be concluded that perceived ease of use, utilitarian value and online trust have a positive effect on purchase intention to use Traveloka mobile application. The study also reveals that utilitarian value and online trust completely mediate the relationship between perceived ease of use and customer's purchase intention.