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All Journal JDM (Jurnal Dinamika Manajemen) Journal The Winners Journal of Economics, Business, & Accountancy Ventura Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Economic Education Analysis Journal Jurnal Nasional Pendidikan Teknik Informatika (JANAPATI) Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JIA (Jurnal Ilmiah Akuntansi) Jurnal Fokus Manajemen Bisnis INSERT: Information System and Emerging Technology Journal Journal of Economics, Assets, and Evaluation
Ariadi, Gede
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Social Sciences Other

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Journal : Jurnal Nasional Pendidikan Teknik Informatika (JANAPATI)

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The Influence of Online Visual Merchandising and Customized Cross-Selling on Traveloka Mobile Apps Intention to Reuse: With Mediation of Visual Cues and Dynamic Personalization Ariawan, Nathania Putri; Ariadi, Gede
Jurnal Nasional Pendidikan Teknik Informatika: JANAPATI Vol. 14 No. 1 (2025)
Publisher : Prodi Pendidikan Teknik Informatika Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/janapati.v14i1.91443

Abstract

This study examined the impact of Online Visual Merchandising (OVM) and Customized Cross Selling (CCS) on the Intention to Reuse (ItR) Traveloka’s mobile app, mediated by Visual Cues (VC) and Dynamic Personalization (DP). With the increasing competition in the online travel industry and the need for platforms to retain users, understanding the factors that drive repurchase intentions is crucial. A survey of 135 app users aged 25-40 was conducted, and data were analyzed using PLS-SEM. Results indicate that while OVM alone did not significantly affect ItR, CCS had a positive impact. VC and DP significantly mediated the relationships between OVM, CCS, and ItR. The findings suggest that aesthetic elements alone are insufficient for driving repetitive behavior; instead, a strategic integration of visual, personalized, and cross selling strategies is crucial. The study supports nudge theory and offers practical insights for optimizing digital commerce applications to enhance repurchase intentions.
Co-Authors Abdi, Antonius Surjo Ariawan, Nathania Putri Armediansari, Patria Dessy Seri Wahyuni Ketut Agustini Kojongian, Keren Sonia Petronela Mertayasa, I Nengah Eka Noegrahantie, Sofi Shellyana Palenewen, Endaina Yuki Hoonekita Sitanggang, Karunia Angel Febiola Wandra, Agisius Wijaya, Bramadi Theodorus Wirabuana, Satria