ABSTRACT
The expeditious development of mobile applications has transformed how travel e-commerce firms enhance customer relationships to implement their business strategies successfully. However, the literature has identified that a major determinant affecting customers' considerations to reject a mobile application is a deficiency of usability. Therefore, unlike the typical spotlight on general usability variables found in the prior literature, this study concentrated on investigating more specific usability factors that drive the continued intention to use and mobile application loyalty of a mobile travel e-commerce application. To achieve this, this study utilized the mobile application usability, which we adapted to form an Indonesian version. The dataset was obtained through a survey of 248 users of an Indonesian mobile travel e-commerce application, Traveloka. The collected data were analyzed using partial least square structural equation modeling (PLS-SEM) to test the hypotheses. The results indicated that application utility and the user interface structure emerge as significant drivers for both outcomes. This study could help travel e-commerce firms to develop their mobile strategies effectively, especially in terms of their usability, which may ensure that their customers continue to use the mobile application.
