Pengaruh E-Service Quality Dan Online Marketing Terhadap Brand Loyalty Pada Pengguna Aplikasi Tiket.Com
Abstract
This study aims to determine the extent of the influence of e-service quality and online marketing. This study examines the role of e-service quality and online marketing in shaping brand loyalty among Tiket.com app users in Indonesia after the Covid-19 outbreak. A quantitative strategy using a survey design was applied. A total of 385 respondents who had used the Tiket.com app for several transactions during the post-pandemic period provided research data. Multiple linear regression was used to analyze the data with IBM SPSS software. As evidenced by the calculated t-score of 12.382, the research findings indicate that brand loyalty is positively and significantly influenced by the quality of e-services. With a calculated t-score of 16.775, online marketing is also proven to significantly and favorably influence brand loyalty. Both factors simultaneously play a major role in increasing the brand loyalty of Tiket.com users. With a coefficient of determination (R2) of 0.778, the quality of online marketing and e-services accounts for 77.8% of the variation in brand loyalty, with other factors outside the scope of this study influencing the remainder. It is hoped that this study will advance the field of communication science, particularly in relation to digital marketing communications, and that online travel agents will consider it when developing tactics to increase customer loyalty. Keywords: e-service quality, online marketing, brand loyalty, online travel agent, Tiket.com
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