Analisis Pengaruh “hedonic Dan Utilitarian Features Generasi Y Terhadap Loyalitas Pelanggan Trivago Di Indonesia†(dengan Intern Variabel Brand Equity, Trust, Dan Flow)

Ayu Andina Pribadi, Indira Rachmawati

Abstract

Abstrak Perkembangan teknologi internet dapat memudahkan kita untuk melakukan pembelian berbagai macam kebutuhan melalui situs maupun market place yang tersedia. Seiring perkembangan jaman juga membuat perubahan untuk bisnis industry biro perjalanan atau yang sering disebut tour and travel di Indonesia. Saat ini sudah banyak pelaku bisnis biro perjalanan yang sudah menjual produknya melalui aplikasi maupun website. Trivago adalah situs perbandingan harga hotel dengan sistem pencarian yang sangat luas dengan melalui Trivago dapat membantu menemukan hotel ideal dan membandingkan harga dari beberapa situs web yang berbeda dengan mudah Penelitian ini mengukur loyalitas pelanggan (customer loyalty) pada situs Trivago dengan melihat dimensi antara lain E-Trust, Flow, Utilitarian Features, Hedonic Feature, Brand Equity. Penelitian ini menggunakan metode kuantitatif, sifat penelitian ini adalah konklusif, tipe penyelidikannya adalah kausal, keterlibatan peneliti adalah tidak mengintervensi data, berdasarkan unit analisis bersifat individual, setting penelitian adalah non contrived setting, dan berdasarkan waktu penelitian, penelitian ini bersifat cross sectional. Skala pengukuran yang digunakan adalah skala likert. Populasi pada penelitian ini adalah pellanggan yang pernah menggunakan situs Trivago di Indonesia dengan jumlah sampel yang mewakili sebanyak 400 responden. Teknik samplingnya adalah non probability sampling dan quota sampling. Sumber data pada penelitian ini didapat dari data primer dan sekunder. Teknik analisis data dilakukan dengan teknik multivariat, Structural Equation Modeling (SEM) Partial Least Square (PLS), serta melakukan uji hipotesis. . Hasil yang didapat dalam penelitian ini adalah semua hipotesis diterima. Selanjutnya, berdasarkan hasil penelitian, pertanyaan penelitian telah terjawab dengan baik dan menghasilkan kesimpulan. Rekomendasi yang dihasilkan oleh penelitian ini adalah situs Trivago perlu mengembangkan Brand Equity dan Hedonic Features yang berarti Trivago harus membuat pelanggan merasa nyaman dan terhibur selama menjelajah situs Trivago, seperti menambah fitur yang menarik, desain yang menyenangkan. Kata Kunci : E-Commerce, E-Loyalty, Online Travel Agent Abstract The development of internet technology can make it easier for us to purchase various kinds of needs through available sites or markets. Along with the development of the era also made changes to the travel agency industry or often called tour and travel in Indonesia. At present there are many who support the bureau business that already sells its products through the website provided. Trivago is a site that compares hotel prices with a very broad search system with Trivago can help find the ideal hotel and easily compare prices from different websites. Trivago also conducts advertising activities on social media, one of which is social media which is widely used by all people, both teenagers and adults.. This research measures customer loyalty on Trivago website by looking at the dimension E-Trust, Flow, Utilitarian Features, Hedonic Feature, Brand Equity. This study uses quantitative methods, the nature of this study is conclusive, the type of investigation is causal, the involvement of researchers is not to intervene data, based on individual units of analysis, research settings are non contrived settings, and based on research time, this study is cross sectional. The measurement scale used is the Likert scale. The population in this study were Trivago customers in Indonesia with a sample representing as many as 400 respondents. The sampling technique is non probability sampling and quota sampling. Data sources in this study were obtained from primary and secondary data. Data analysis techniques were carried out by multivariate techniques, Structural Equation Modeling (SEM) Partial Least Square (PLS), and hypothesis testing. Furthermore, based on the results of the study, the research questions have been answered well and produce conclusions. The recommendations generated by this research are that the Trivago site needs to develop Brand Equity and Hedonic Features in the second place with the highest importance, which means Trivago should make customers feel comfortable and entertained while browsing the Trivago site, such as adding attractive features, pleasing designs. Keywords: E-commerce, Customer Loyalty, Online Travel Agent

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