THE INFLUENCE OF WEB SERVICE QUALITY ON BEHAVIOURAL INTENTION WITH ATTITUDE TOWARDS THE WEBSITE AS A MEDIATING VARIABLE AMONG UNIVERSITY STUDENTS USING THE TRAVELOKA APPLICATION IN THE SPECIAL REGION OF YOGYAKARTA

Abstract

This study aims to analyze the effect of web service quality on behavioral intention, with attitude towards the website as a mediating variable, among university students who use the Traveloka application in the Special Region of Yogyakarta. This study employed a quantitative method by distributing questionnaires to 100 respondents, consisting of active university students who use the Traveloka application, selected through purposive sampling technique. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method using Partial Least Square (PLS) through the SmartPLS 4.1 software and analyzed using convergent validity test, discriminant validity test, reliability test, R-Square, path coefficient test, and bootstrapping. The results show that web service quality has a positive and significant effect on behavioral intention, both directly and indirectly through attitude towards the website. In addition, attitude towards the website was also proven to be a mediating variable that strengthens the relationship between web service quality and behavioral intention. This finding indicates a strong influence of web service quality on behavioral intention, with attitude towards the website serving as a mediating variable, ultimately enhancing user’s intention to continue using Traveloka among university students in the Special Region of Yogyakarta.