Hotel Websites' Effects on E-Trust, E-Satisfaction, and E-Loyalty in Indonesia's Five-Star Hotel Industry

This study investigates how website quality impacts e-trust, e-satisfaction, and e-loyalty within Indonesia’s five-star hotel sector. With digital channels becoming the primary customer interface, understanding the technological and business implications of website optimization is critical. Using Structural Equation Modeling (SEM), data from 250 respondents highlight that website security, AI-driven personalization, and usability strongly influence e-trust and e-satisfaction, which, in turn, drive e-loyalty. Findings emphasize that hotels enhancing cybersecurity measures, user experience (UX) design, and trust-building elements (e.g., blockchain for transaction security) can significantly boost direct bookings and customer retention. Future research should explore AI-driven recommendations and predictive analytics in the hospitality industry.