The Influence of Trust and Customer Experience on Repurchase Intention at Travel Umroh Agency Golden Jannah Travel

Zakia Dewi Assyahra (Department of Tourism Industry, Universitas Pendidikan Indonesia, Bandung, 40157)
Tedi Supriyadi (Department of Tourism Industry, Universitas Pendidikan Indonesia, Bandung, 40157)
Gilang Pratama Putra (Department of Tourism Industry, Universitas Pendidikan Indonesia, Bandung, 40157)

Electronic Journal of Education, Social Economics and Technology
Vol 7, No 1 (2026)

The increasingly fierce competition in the Umrah travel industry requires travel agencies to be able to build trust and create a positive customer experience to encourage repurchase intentions. This study aims to analyze the influence of customer trust and experience on repurchase intentions in Golden Jannah Travel customers. The study used a quantitative approach with a survey method of 385 respondents who were selected using purposive sampling techniques. Data were collected through a questionnaire with a four-point Likert scale and analyzed using multiple linear regression analysis with the help of IBM SPSS 27. The results showed that customer trust and experience had a positive and significant effect on repurchase intent with the model's ability to explain the variation in repurchase intention by 62.5%. These findings indicate that increased trust through service transparency, company credibility, and service certainty, supported by a positive customer experience throughout the entire Umrah travel process, is able to increase customers' tendency to return to using services. This research contributes to the development of relationship marketing studies in the context of religious travel services and becomes practical input for Umrah travel agencies in designing strategies to increase customer loyalty through strengthening trust and optimizing customer experience.