THE EFFECTS OF PERCEIVED SECURITY AND CONSUMER INNOVATIVENESS ON E-LOYALTY WITH WEBSITE IMAGE AND TRUST AS MEDIATION VARIABLES IN ONLINE TRAVEL AGENTS

Putri, Putu Widya Rahayu (2023) THE EFFECTS OF PERCEIVED SECURITY AND CONSUMER INNOVATIVENESS ON E-LOYALTY WITH WEBSITE IMAGE AND TRUST AS MEDIATION VARIABLES IN ONLINE TRAVEL AGENTS. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

This research analyses the influence of perceived security and consumer innovativeness toward e-loyalty with website image and trust as mediation variables in online travel agents. The survey through online questionnaire (Google Forms) conducted using a 5-point Likert scale. Data was collected using the purposive sampling method from 176 respondents who have accessed at least two times on one of the online travel agents, such as Traveloka, Tiket.com, Pegipegi, and Trip.com. A partial least square-structural equation model (PLS-SEM) was employed using SmartPLS version 3.2.9 to analyse the data. The findings show that perceived security positively affects website image, followed by perceived security and website image positively affect trust. Moreover, website image and trust positively affect e-loyalty. Website image and trust are able to mediate the effect between the two constructs. In contrast, consumer innovativeness does not affect trust.

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