Analisa Pengaruh Website Perceived Service Quality Terhadap Customer E-loyalty Layanan Website Tiket.com

Awliyya Ibrahim Shah, Dinda Amanda Zuliestiana

Abstract

Abstrak Seiring dengan berjalannya waktu, bisnis Tour & Travel Online di Indonesia semakin marak dan ketat. Sehingga mengharuskan pelaku bisnis tersebut untuk terus berinovasi. Perkembangan Internet yang begitu pesat setiap tahunya ditambah dengan jumlah pengguna internet di Indonesia yang menempati urutan 5 sebagai pengguna Internet paling banyak di dunia menjadikan potensialnya bisnis online di Indonesia. Tiket.com sebagai salah satu perusahaan besar bisnis Online Travel Agent dituntut untuk memberikan pelayanan yang baik agar dapat bersaing dengan pesaing dan menghasilkan loyalitas dan pelanggan. Namun dengan fakta bahwa terjadi penurunan secara terus menerus dari jumlah traffic Tiket.com dari bulan Mei sampai Agustus 2018 diduga akibat dari kurangnya loyalitas pelanggan terhadap website. Tujuan Penelitian ini adalah untuk melihat bagaimana pengaruh dimensi yang ada pada Website Perceived Service Quality terhadap E-Loyalty Penelitian ini menggunakan penelitian kuantitatif dengan menggunakan Structural Equation Model (SEM) dengan menggunakan Smart Partial Least Square versi 3.0 sebagai media aplikasinya. Pengumpulan data dilakukan dengan menggunakan penyebaran kuesioner yang disebar kepada 400 responden yang pernah menggunakan layanan Tiket.com serta skala ukur yang digunakan dalam penelitian ini adalah Skala Likert dengan skala 1 -5 . Hasil Penelitian ini menemukan bahwa keseluruhan variabel Perceived Service Quality seluruhnya terbukti mempengaruhi variabel Customer E-Loyalty karena hasil Website Functionality terhadap Perceived Service Quality, Customer Experiential terhadap Perceived Service Quality, Reputation terhadap Perceived Service Quality, Perceived Service Quality terhadap Customer Satisfaction, Customer Satisfaction sebagai media penghubung antara Perceived Service Quality dan Return Intention, Customer Satisfaction terhadap Return Intention, Return Intention sebagai media penghubung antara Customer Satisfaction dan Customer ELoyalty dan Return Intention terhadap Customer E-Loyalty seluruhnya memiliki pengaruh secara signifikan. Kata Kunci : Pemasaran, Kualitas Pelayanan yang Dirasakan; Loyalitas Pelanggan Abstract Over time, business Tour Travel Online in Indonesia & languid and tight. So it requires the business to continue to innovate. Rapid development of the Internet every year plus the number of internet users in Indonesia who ranks as the 5th most Internet users in the world made the tremendous potential of online business. Tiket.com as one of the major Online Business Travel agents are required to provide good service in order to keep up with competitors and generate loyalty and customers. But with the fact that there is decreased continuously from the amount of traffic Tiket.com from May to August 2018 allegedly the result of a lack of loyalty towards the website. The purpose of this study is to see how the influence of the dimensions on the Website of Perceived Service Quality against E-Loyalty research using quantitative research using Structural Equation Models (SEM) with Smart Partial Least Square 3.0 Version. Data collection is done using the spread of the questionnaire distributed to 400 respondents had ever used the service of Tiket.com as well as the scale of the measure used in this study is the Likert Scale with scale 1 -5 . The results of this study found that all of the Perceived Service Quality variables were all proven to affect the Customer E-Loyalty variable because the results of the hypotheses Perceived Service Quality seluruhnya terbukti mempengaruhi variabel Customer E-Loyalty karena hasil Website Functionality terhadap Perceived Service Quality, Customer Experiential to Perceived Service Quality, Reputation to Perceived Service Quality, Perceived Service Quality to Customer Satisfaction, Customer Satisfaction as a media beetween Perceived Service Quality and Return Intention, Customer Satisfaction to Return Intention, Return Intention as a media between Customer Satisfaction and Customer E-Loyalty dan Return Intention to Customer E-Loyaltyall had a significant influence. Keywords : Marketing, Perceived Service Quality ; Customer E-Loyalt

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