Pengaruh Perceived Website Service Quality Terhadap Customer E-loyalty Traveloka Di Indonesia

Abstract

Abstrak Indonesia terus mengalami pertumbuhan pengguna Internet yang luar biasa pesatnya menurut hasil survei yang telah dilakukan oleh APJII, sehingga jumlah pengguna internet saat ini telah mencapai 132,7 juta pengguna atau bisa dikatakan bahwa penetrasi internet di Indonesia sudah melampaui setengah total populasi penduduk Indonesia yakni sebesar 51,8%. Selain itu, masyarakat Indonesia telah sadar akan manfaat internet, salah satunya dalam bidang ekonomi. Perusahaan Traveloka mengambil peluang dari kondisi tersebut dimana e-commerce sedang berkembang dan diminati. Traveloka merupakan perusahaan dengan total visits tertinggi serta berhasil mengalahkan perusahaan kompetitornya yakni Misteraladin, Pegipegi.com dan Agoda dengan menduduki peringkat pertama pada survei Top Brand Index. Pengumpulan data pada penelitian ini dilakukan melalui penyebaran kuesioner secara online melalui media sosial seperti Instagram, Whatsapp, Line, dan Facebook. Jumlah responden yang digunakan dalam penelitian ini sebanyak 404 orang yang berdomisili di Indonesia dan pernah memesan hotel melalui Traveloka. Dalam Pengujian hipotesis, teknik analisis yang digunakan yaitu Structural Equation Modeling (SEM) dengan menggunakan aplikasi SmartPLS 3.2.8. Hasil penelitian ini menunjukkan bahwa Functionality berpengaruh signifikan terhadap Perceived Service Quality, Customer Experiential Aspects berpengaruh signifikan terhadap Perceived Service Quality, Reputation berpengaruh signifikan terhadap Perceived Service Quality, Perceived Service Quality berpengaruh signifikan terhadap Customer Satisfaction, Customer Satisfaction berpengaruh signifikan sebagai media hubungan antara Perceived Service Quality dan Return Intention, Customer Satisfaction berpengaruh signifikan terhadap Return Intention, Return Intention sebagai berpengaruh signifikan sebagai media peghubung antara Customer Satisfaction dengan Customer E-Loyalty, Return Intention berpengaruh signifikan terhadap Customer E-Loyalty. Kata Kunci : Website Quality, Perceived Service Quality, Customer e-Loyalty Abstract Indonesia continues to experience growth of Internet users increasingly remarkable according to the results of a survey that has been carried out by APJII, the current number of internet users has reached 132.7 million users or it can be said that internet penetration in the Indonesia has already exceeded half of the total population of Indonesia namely amounting to 51.8%. In addition, Indonesia has been the community aware of the benefits of the internet, one in economics. Company Traveloka took the opportunity of the condition where e-commerce is growing and interest. Traveloka is a company with the highest total visits and defeated its competitors of the company namely Misteraladin, Pegipegi.com and Agoda by occupying the first rank on Top Brand survey Index. Data collection on this research was conducted through the dissemination of a questionnaire online through social media like Instagram, Whatsapp, Line, and Facebook. The number of respondents that were used in this study as much of 404 persons who are domiciled in Indonesia and never book a hotel through Traveloka. In hypothesis testing, analysis techniques were used, namely Structural Equation Modeling (SEM) application SmartPLS 3.2.8. The results of this research show that Functionality influential significantly to Perceived Service Quality, Customer Experiential Aspects of significant effect against the Perceived Service Quality, influential Reputation significantly to Perceived Service Quality, Perceived Service Quality effect significantly to Customer Satisfaction, Customer Satisfaction significantly as influential media relationship between Perceived Service Quality and Return Intention, Customer Satisfaction effect significantly to Return Intention, Return Intention as significant as influential media peghubung between Customer Satisfaction with the E-Customer Loyalty, Return Intention influential significantly to Customer E-Loyalty. Keywords: Website Quality, Perceived Service Quality, Customer e-Loyalty