Kesediaan membayar lebih dalam industri travel: Peran strategis kepercayaan sebagai variabel mediasi
DOI:
https://doi.org/10.53088/jmdb.v6i2.3013Keywords:
Digital Convenience, Service Quality, Price Fairness, Perceived RiskAbstract
This study investigates the roles of service quality, perceived risk, price fairness, and digital convenience in shaping consumers’ willingness to pay more (WTPM), with trust conceptualized as a central psychological mechanism in the digital travel context. Using a quantitative approach, data were collected from 207 consumers in Aceh who engaged in domestic and international travel in 2025 and were analyzed with Structural Equation Modeling (SEM). The findings reveal that service quality directly enhances both trust and WTPM, while price fairness and digital convenience exert their influence indirectly through trust, underscoring its mediating role. Notably, perceived risk does not significantly affect trust but positively influences WTPM, suggesting a potential risk-premium behavior, in which consumers are willing to pay more to mitigate uncertainty. This study advances the literature by repositioning trust not merely as a mediating variable, but as a key value-formation mechanism that translates external stimuli into economic behavior. The results highlight that, in digital travel services, consumers’ willingness to pay more is driven less by functional attributes and more by psychologically embedded trust. These insights offer important implications for both theory and practice, particularly in understanding consumer decision-making under uncertainty in technology-mediated environments.
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