From Experience to Intention: The Mediating Role of Trust in E-Ticketing Adoption at Indonesian Railways

Alvelia Oktania Kieron¹*, Lara Sandi² , Fentina Olivia Butarbutar³ , Miftha Syaputri Wijaya⁴

Abstract

This study aims to investigate the influence of Experiential Marketing (EM) on Purchase Intention (PI) toward e-ticketing services provided by Indonesian Railways, specifically examining the mediating role of Consumer Trust (CT) in this relationship. Utilizing a quantitative approach, the research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) on data collected from 113 Indonesian Railways e-ticketing users. The analysis revealed significant positive direct effects from EM to CT (β = 0.590; p < 0.001), from CT to PI (β = 0.385; p < 0.001), and from EM to PI (β = 0.336; p < 0.001). Crucially, the indirect effect of EM on PI through CT was also found to be significant and positive (β = 0.227; p < 0.001), supporting partial mediation. The findings suggest that Indonesian Railways should prioritize creating a positive and engaging e-ticketing experience to strategically build user trust, as this trust not only directly encourages purchase intention but also significantly amplifies the positive impact of experiential marketing efforts. Enhancing customer experience, particularly its affective and relational aspects, is crucial for driving sustainable e-ticketing adoption in the Indonesian context