Astono, Jason Dwi Rendrahadi Putra and Dewi, Reni Shinta (2025) THE EFFECT OF E-SERVICE QUALITY AND PRICE FAIRNESS ON REPURCHASE INTENTION THROUGH CUSTOMER SATISFACTION (A CASE AT NIKI HOUSE HOTEL IN UBUD, BALI). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

	Text COVER.pdf - Submitted Version Restricted to Repository staff only Download (631kB)
	Text CHAPTER 1.pdf - Submitted Version Download (560kB)
	Text CHAPTER 2.pdf - Submitted Version Download (715kB)
	Text CHAPTER 3.pdf - Submitted Version Restricted to Repository staff only Download (565kB)
	Text CHAPTER 4.pdf - Submitted Version Download (209kB)
	Text BIBLIOGRAPH.pdf - Submitted Version Download (235kB)
	Text APPENDIX.pdf - Submitted Version Restricted to Repository staff only Download (1MB)

Abstract

Niki House Hotel in Ubud, Bali, experienced declining occupancy rates (49.32% in
2024 vs. 62.93% in 2023) and reduced repeat guests (39.2% vs. 54.7%),
highlighting the need to investigate retention drivers. This study analyzes how eservice quality and price fairness influence repurchase intention through customer
satisfaction, using PLS-SEM analysis of 117 guests who booked via the hotel’s
website. Key findings reveal price fairness as the dominant factor driving both
satisfaction and repurchase intention, while e-service quality strongly boosts
satisfaction but unexpectedly reduces direct repurchase likelihood. Customer
satisfaction fully mediates e-service quality’s impact and partially mediates price
fairness’s effect on repurchase intention. The model demonstrates exceptionally
high predictive accuracy for both satisfaction and repurchase outcomes. These
results confirm fair pricing and robust digital services as foundational for loyalty in
budget hospitality. Practical strategies include optimizing website usability,
ensuring pricing transparency, and developing loyalty incentives. This research
advances hospitality theory by validating satisfaction’s critical mediating role and
provides actionable solutions for improving guest retention in competitive markets.
Keywords: E-Service Quality, Price Fairness, Customer Satisfaction, and
Repurchase Intention
105 Administrasi Bisnis 2025

Actions (login required)

View Item