The Influence of Website-Based and Company-Based Quality toward Loyalty with Perceived Website Trust as Antecedents

Traveloka is a platform that is leading among Southeast Asia online travel company that provides a wide range of travel needs. A rapid change of digital business transformation has brought Traveloka to become the first startup company that has gained the status as unicorn among the other four tech startups and also categorized as the only online travel services in the startups' unicorn. Unicorn is a startup company that has a valuation of over 1 billion US Dollars. Since the exposure of startups' unicorn is relatively new in Indonesia, thus there is a need to investigate the market's preference of using Traveloka's website by predicting the customer's loyalty. Moreover, to continue using such startups by conducting research related to the consumergenerated media and measuring the customer's loyalty in supporting Traveloka to become one of the startups' unicorn. This proposed investigation applies the antecedents and consequences of the trust model, which describes the constructs of information quality, perceived website quality, and user satisfaction with previous experiences toward loyalty with the dimensions of referral, repurchase intention, and reject others through perceived website trust as an intervening variable. The data were collected from 445 valid respondents with a non-probability purposive sampling technique. Data analysis conducted using the SmartPLS 3.2.9 software and the results show that the factors that have a significant positive influence on customer loyalty of using Traveloka's Website through Perceived Website Trust from the highest to the lowest mainly are User Satisfaction with previous experiences, Information Quality, and Perceived Website Quality. These antecedents and consequences of the trust model can be used to utilize further studies with the extensions of unexplored factors.