PENGARUH DIGITAL EXPERIENCE DAN PERCEIVED DIGITAL TRANSPARENCY TERHADAP BOOKING INTENTION DENGAN CUSTOMER TRUST PADA SDL TRAVEL

Roshida, Putri Fianita (2026) PENGARUH DIGITAL EXPERIENCE DAN PERCEIVED DIGITAL TRANSPARENCY TERHADAP BOOKING INTENTION DENGAN CUSTOMER TRUST PADA SDL TRAVEL. Diploma thesis, Politeknik Negeri Sriwijaya.

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Abstract

This research is motivated by the increasing use of digital platforms in the Hajj and Umrah travel industry which requires companies to be able to build a good digital experience, information transparency, and consumer trust to increase booking intention. SDL Travel as a digital-based Umrah travel company faces challenges in maintaining consumer trust amid high risks and uncertainty in religious travel services. This study aims to analyze the influence of digital experience and perceived digital transparency on booking intention with customer trust as a mediating variable in SDL Travel. This study uses a quantitative approach with the type of explanatory research. The sampling technique used purposive sampling with the criteria of respondents who had accessed the SDL Travel digital platform, were at least 17 years old, and had an interest in Hajj or Umrah services. Data were collected through the distribution of an online questionnaire using a Likert scale of 1–4. The data analysis method uses Structural Equation Modeling based on Partial Least Square (PLS-SEM) with the help of SmartPLS 4 software. The results of the study show that digital experience and perceived digital transparency have a positive and significant effect on customer trust and booking intention. Customer trust has also been proven to have a positive and significant effect on booking intention. In addition, customer trust is able to mediate the influence of digital experience and perceived digital transparency on booking intention at SDL Travel. These findings show that the quality of digital experience and information disclosure are important factors in building consumer trust and increasing the intention to order Umrah services digitally.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Digital Experience, Perceived Digital Transparency, Customer Trust, Booking Intention, SDL Travel.
Subjects:	P Language and Literature > PE English
Divisions:	English > Undergraduate Theses
Depositing User:	Pustaka Bahasa
Date Deposited:	30 Sep 2026 07:00
Last Modified:	30 Sep 2026 07:00
URI:	http://eprints.polsri.ac.id/id/eprint/24963

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