The Effect of E-Trust, E-Service Quality, and Brand Image on Traveloka Application User Satisfaction

Abstract : User satisfaction is a crucial factor in determining the sustainability and competitiveness of digital service platforms, particularly in the online travel industry. Increasing competition among online travel applications requires companies to continuously improve service quality, build user trust, and maintain a strong brand image. This study aims to analyze the effects of e-trust, e-service quality, and brand image on user satisfaction of the Traveloka application. A quantitative research approach was employed using a survey method, with 100 Traveloka application users as the research sample, selected through purposive sampling. Data were collected using structured questionnaires and analyzed using multiple linear regression analysis. The results of the instrument tests indicate that all measurement items are valid and reliable. The findings reveal that e-trust has a positive and significant effect on user satisfaction, e-service quality has a positive and significant effect on user satisfaction, and brand image also has a positive and significant effect on user satisfaction. These results suggest that higher levels of trust, superior electronic service quality, and a positive brand image play an important role in enhancing user satisfaction with the Traveloka application. This study emphasizes the importance for online travel service providers to strengthen user trust, improve digital service performance, and maintain a strong brand image in order to increase user satisfaction and sustain competitive advantage in the digital marketplace.