Analisis M-Service Quality Pada Online Travel Agencies: Traveloka, Tiket.com, dan Agoda Menggunakan Text Classification dan Topic Modelling
Abstract
Persaingan ketat di industri Online Travel Agency (OTA) Indonesia mendorong pentingnya menjaga dan
meningkatkan kualitas layanan untuk meningkatkan loyalitas pengguna, namun perusahaan seringkali kesulitan
mengidentifikasi masalah spesifik berdasarkan ulasan pelanggan. Penelitian ini bertujuan menganalisis kualitas
layanan mobile aplikasi Traveloka, Tiket.com, dan Agoda melalui analisis sentimen dan pemodelan topik pada ulasan
pengguna di Google Play Store. Dengan pendekatan kuantitatif, penelitian ini memanfaatkan model IndoBERT yang
telah di-fine-tuning untuk mengklasifikasikan ulasan ke dalam sentimen positif atau negatif dan enam dimensi MService Quality, serta BERTopic untuk menggali topik spesifik. Hasil analisis menunjukkan bahwa ulasan pada ketiga
platform didominasi oleh sentimen negatif. Dimensi reliability menjadi sumber keluhan utama, dengan topik yang
berpusat pada masalah proses refund yang rumit, ketidaksesuaian harga, error aplikasi, dan informasi yang tidak jelas.
Sebaliknya, dimensi efficiency secara konsisten menjadi aspek yang paling banyak menerima ulasan positif,
mengindikasikan kepuasan pengguna terhadap kemudahan dan kecepatan transaksi. Temuan ini memberikan landasan
evaluasi bagi OTA untuk memprioritaskan perbaikan pada aspek reliability dan menawarkan kontribusi akademis
melalui penerapan kerangka M-Service Quality dan teknik NLP modern pada data ulasan non-kuisioner dalam konteks
industri OTA Indonesia.
Kata Kunci- Online Travel Agent, Kualitas Layanan, M-Service Quality, Analisis Sentimen, Pemodelan Topik
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