Understanding repurchase intention in online ticketing: a hybrid PLS-SEM and ANP approach

Abstract This study explores the factors impacting repurchase intention in Indonesia’s online ticketing platforms, focusing on perceived ease of use, perceived usefulness, perceived price, customer satisfaction, and trust. While these variables have been widely studied in developed markets, limited attention has been paid to emerging economies with strong price sensitivity and rapid digital adoption. A quantitative survey was conducted among Indonesian consumers with prior experience in online ticketing. The data were analyzed using PLS-SEM to test the structural connections. Additionally, Analytic Network Process (ANP) was employed to prioritize strategic interventions. Findings reveal that perceived ease of use, perceived price, customer satisfaction, and trust significantly impact repurchase intention. In contrast, perceived usefulness shows no significant influence on satisfaction or repurchase intention—suggesting that Indonesian users emphasize practical usability and price fairness over long-term utility. The ANP highlights secure transactions and transparent pricing as key priorities. This research contributes to the literature on digital consumer behavior in emerging markets by demonstrating contextual deviations from established models. For practitioners, it underscores the need to enhance user-friendly design, pricing transparency, and trust-building mechanisms. Future studies should expand to other e-commerce sectors and integrate qualitative methods for deeper insights.