The Influence of Transaction-Based Satisfaction and Experience-Based Satisfaction toward Repurchase Intention with Brand Image as Mediation Variable for Virtual Hotel Operator

Kalimasada Kalimasada, Ainur Rofiq, Mugiono Mugiono


This research investigates the factors influencing the Virtual Hotel Operator (VHO) customer's repurchase intention. This research implements transaction-based and experience-based satisfaction as the independent variables influencing repurchase intention, with brand image as the mediation variable. This research is classified as explanatory research, and the data were collected using an online survey method. The respondents comprised 200 customers who had purchased using VHO's platform of their own accord within the past year. The research data and hypothesis are analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The analysis shows that transaction-based satisfaction has a positive and significant effect on repurchase intention, while experience-based satisfaction has no positive and significant effect. The brand image also has a positive and significant effect on repurchase intention. The mediation test results indicated that brand image can play an important role in transaction-based satisfaction influence on repurchase intention, and experience-based satisfaction influence on repurchase intention.


Transaction-Based Satisfaction, Experience-Based Satisfaction, Brand Image, Repurchase Intention

Full Text:



Aminatuz, D. 2020. Reddoorz Rumahkan Puluhan Karyawannya. Ekonomi Available at: (Accessed: 29 March 2021).

Campbell, C., Papania, L., Parent, M., and Cyr, D. 2010. An Exploratory Study Into Brand Alignment in B2B Relationships, Industrial Marketing Management. Elsevier Inc., 39(5), pp. 712–720. DOI: 10.1016/j.indmarman.2010.02.009.

Faullant, R., Matzler, K., and Füller, J. 2008. The Impact of Satisfaction and Image on Loyalty: The Case of Alpine Ski Resorts. Managing Service Quality, 18(2), pp. 163–178. DOI: 10.1108/09604520810859210.

Ghozali, I. 2015. Aplikasi Analisis Multivariate dengan Program IBM SPSS. Badan Penerbit Universitas Diponegoro.

Giffar, D. 2016. Peran Iklan, Brand Image, Price, Trust, dan Percieved Value Terhadap Repurchase Intention Traveloka. Jurnal Ilmiah Mahasiswa FEB.

Hapsari, R., Clemes, M. D., and Dean, D. 2017. The Impact of Service Quality, Customer Engagement and Selected Marketing Constructs on Airline Passenger Loyalty. International Journal of Quality and Service Sciences, 9(1), pp. 21–40. DOI: 10.1108/IJQSS-07-2016-0048.

Hedman, I. and Orrensalo, T. P. 2018. Brand Image as a Facilitator of Relationship Initiation, Developing Insights on Branding in the B2B Context. Research Gate, pp. 97–112. DOI: 10.1108/978-1-78756-275-220181006.

Hofstede, F. Ter, Steenkamp, J. B. E. M., and Wedel, M. 1999. International Market Segmentation Based on Consumer-Product Relations. Journal of Marketing Research, 36(1), pp. 1. DOI: 10.2307/3151911.

Ibzan, E., Balarabe, F., and Jakada, B. 2016. Consumer Satisfaction and Repurchase Intentions. Developing Country Studies, 6(2), pp. 96–100.

Ide Hotel. 2020. Virtual Hotel Operator - Ide Hotel. Available at: (Accessed: 28 March 2021).

Irving, I. 2018. This Is the Number One Most Expensive Airbnb in the World. Culture Trip. Available at: (Accessed: 29 March 2021).

Jazila, H. 2019. Kelebihan dan Kekurangan Virtual Hotel Operator. Pikiran Trader. Available at: (Accessed: 28 March 2021).

Kahle, L. R. and Malhotra, N. K. 1994. Marketing Research: An Applied Orientation. Journal of Marketing Research. DOI: 10.2307/3151953.

Katadata. 2019. Memajukan Perhotelan di Era Digital untuk Pemberdayaan Ekonomi Daerah. Analisis Data Available at: (Accessed: 28 March 2021).

Kim, H. and Choi, B. 2013. The Influence of Customer Experience Quality on Customers' Behavioral Intentions. Services Marketing Quarterly, 34(4), pp. 322–338. DOI: 10.1080/15332969.2013.827068.

Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., and Zain, R. A. 2016. A Study of Brand Image towards Customer Satisfaction in the Malaysian Hotel Industry. Procedia - Social and Behavioral Sciences. The Author(s), 224(August 2015), pp. 149–157. DOI: 10.1016/j.sbspro.2016.05.430.

Liang, L. J., Choi, H. C., and Joppe, M. 2018. Exploring the Relationship between Satisfaction, Trust and Switching Intention, Repurchase Intention in the Context of Airbnb. International Journal of Hospitality Management. Elsevier, 69(September 2016), pp. 41–48. DOI: 10.1016/j.ijhm.2017.10.015.

Lien, Che-Hui, Wen, Miin-Jye, Huang, Li-Cjing, and Wu, Kuo-Lung. 2015. Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review. Elsevier Ltd, 20(4), pp. 210–218. DOI: 10.1016/j.apmrv.2015.03.005.

Loureiro, S. M. C. and Cunha, N. P. 2017. Wine Prestige and Experience in Enhancing Relationship Quality and Outcomes: Wine Tourism in Douro. International Journal of Wine Business Research. 29(4), pp. 434–456. DOI: 10.1108/IJWBR-04-2017-0033.

Mutia, C. 2020. Okupansi Hotel Anjlok 60% Imbas Pandemi, OYO Ubah Strategi Bisnis. Startup, Katadata. Available at: (Accessed: 28 March 2021).

Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., and Mustapha, W. N. W. 2019. Brand Image and Consumer Satisfaction towards Islamic Travel Packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), pp. 188–202. DOI: 10.1108/apjie-02-2019-0007.

Oy, C. L. 2015. 1: Image and Identity. pp. 33–53. DOI: 10.1484/m.miscs-eb.4.2017003.

Prabowo, H., Astuti, W., and Respati, H. 2020. Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms. Open Journal of Business and Management, 08(01), pp. 194–207. DOI: 10.4236/ojbm.2020.81012.

Ranjbarian, B., Sanayei, A., Kaboli, M. R., and Hadadian, A. 2012. An Analysis of Brand Image, Perceived Quality, Customer Satisfaction, and Repurchase Intention in Iranian Department Stores. International Journal of Business and Management, 7(6), pp. 40–48. DOI: 10.5539/ijbm.v7n6p40.

Roberts, P. W. and Dowling, G. R. 2002. Corporate Reputation and Sustained Superior Financial Performance. Strategic Management Journal, 23(12), pp. 1077–1093. DOI: 10.1002/smj.274.

Rust, R. T. and Oliver, R. L. 1994. Service Quality: New Directions in Theory and Practice. Sage Publications. pp. 1–19. Available at: DOI:

Ryan, N. 2020. Airy Tutup Mulai 31 Mei 2020, Bagaimana Kondisi Mitra Hotel Airy?. Kompas. Available at: (Accessed: 28 March 2021).

Wang, Y. C. and Beise-Zee, R. 2013. Service Responses to Emotional Stated of Business Customers. Managing Service Quality, 23(1), pp. 43–61. DOI: 10.1108/09604521311287650.

Wendy-Gao, B. and Lai, I. K. W. 2015. The Effects of Transaction-Specific Satisfactions and Integrated Satisfaction on Customer Loyalty. International Journal of Hospitality Management. Elsevier Ltd, 44, pp. 38–47. DOI: 10.1016/j.ijhm.2014.10.004.

Woodruff, R. B., Cadotte, E. R., and Jenkins, R. L. 1987. Modeling Consumer Norms. Journal of Marketing Research, 20(3), pp. 296–304.

Wu, S.-I. and Wang, W.-H. 2014. Impact of CSR Perception on Brand Image, Brand Attitude, and Buying Willingness: A Study of a Global Café'. International Journal of Marketing Studies, 6(6), pp. 43–56. DOI: 10.5539/ijms.v6n6p43.

Wu, Wann-Yih and Chang, Man-Ling. 2007. The Role of Risk Attitude on Online Shopping: Experience, Customer Satisfaction, and Repurchase Intention. Social Behavior and Personality, 35(4), pp. 453–468. DOI: 10.2224/sbp.2007.35.4.453.

Zeng, F., Hu, Z., Chen, R., and Yang, Z. 2009. Determinants of Online Service Satisfaction and Their Impacts on Behavioural Intentions. Total Quality Management and Business Excellence, 20(9), pp. 953–969. DOI: 10.1080/14783360903181719.



  • There are currently no refbacks.