Brand Trust as a Mediator and Moderator in Online Reviews and Booking Intentions

The increasing reliance on online platforms for travel bookings has led to a growing emphasis on the influence of online reviews and brand trust in shaping consumer behavior. This study explores the dual role of brand trust as both a mediator and moderator in the relationship between online reviews and booking intentions in the context of online travel agencies. The primary objective is to investigate how brand trust impacts consumer decision-making, particularly in online travel booking platforms like Traveloka. A quantitative research approach was employed, utilizing a self-administered survey with 126 respondents from Traveloka users, analyzed using Structural Equation Modeling (SEM). The results reveal that online reviews have a significant positive effect on booking intentions, with brand trust enhancing this effect as a mediator but not significantly moderating the relationship. This study highlights the crucial role of brand trust in influencing consumer booking behavior and suggests that while trust strengthens the impact of online reviews, it does not amplify their direct influence. The findings underscore the importance of building and maintaining brand trust to optimize customer engagement and booking intentions. For online travel agencies, the implications are clear, fostering trust through consistent service quality and transparent communication is essential for enhancing the effectiveness of online reviews and driving consumer bookings. This research provides valuable insights for businesses aiming to enhance customer loyalty and increase online booking conversions.