Pengaruh E-service Quality Terhadap E-customer Loyalty Dengan E-customer Satisfaction Sebagai Variabel Intervening (studi Kasus Pada Pelanggan Traveloka Di Bandung)

Mar'atus Sholihah Yuli Fazria, R. Nurafni Rubiyanti

Abstract

ABSTRAK Traveloka adalah perusahaan teknologi terkemuka di Indonesia yang menyediakan layanan pencarian dan pemesanan tiket pesawat dan hotel secara online yang berdiri pada tahun 2012. Inovasi dan pengembangan layanan adalah bagian dari bisnis teknologi yang dibangunnya. Dua aspek inilah yang menjadi kunci sukses Traveloka bersaing di level regional Penelitian ini bertujuan untuk mengetahui dan menganalisis E-Service Quality terhadap E-Customer Loyalty melalui E-customer Satisfaction pada pelanggan Traveloka di kota Bandung. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif dan kausal. Populasi dalam penelitian ini adalah pelanggan Traveloka di kota Bandung dan pengambilan sampel dilakukan dengan metode non probability sampling yaitu dengan jenis purposive sampling dengan jumlah responden diambil sebanyak 100 responden yang telah menggunakan Traveloka. Kemudian untuk teknik analisis data menggunakan analisis jalur dan pengolahan data menggunakan software SPSS versi 25. Berdasarkan penelitian yang dilakukan, persentase E-Service Quality, E-Customer Satisfaction, dan ECustomer Loyalty masuk dalam kategori baik, E-Service Quality berpengaruh langsung dan signifikan terhadap ECustomer Satisfaction, E-Service Quality berpengaruh langsung dan signifikan terhadap E-Customer Loyalty, ECustomer Satisfaction berpengaruh langsung dan signifikan terhadap E-Customer Loyalty, dan adanya pengaruh tidak langsung secara simultan dan signifikan pada variabel E-Service Quality terhadap E-Customer Loyalty melalui E-Customer Satisfaction Kata Kunci : E-Service Quality, E-Customer Loyalty, E-Customer Satisfaction ABSTRACT Traveloka is a leading technology company in Indonesia that provides online flight and hotel ticket search and booking services which was established in 2012. Innovation and service development are part of the technology business it builds. These two aspects are the key to Traveloka's success in competing at the regional level. The aim of this study is to find out and analyze E-Service Quality towards E-Customer Loyalty through Ecustomer Satisfaction on Traveloka customers in Bandung. The method used in this study is quantitative with the type of descriptive and causal research. The population in this study is Traveloka customers in the city of Bandung and sampling is done by non probability sampling method that is by type of purposive sampling with the number of respondents taken as many as 100 respondents who have used Traveloka. Then for data analysis techniques using path analysis and data processing using SPSS version 25 software. Based on research conducted, the percentage of E-Service Quality, E-Customer Satisfaction, and ECustomer Loyalty is included in the good category, E-Service Quality has a direct and significant effect on ECustomer Satisfaction, E-Service Quality has a direct and significant effect on E -Customer Loyalty, E-Customer Satisfaction has a direct and significant effect on E-Customer Loyalty, and there is a simultaneous and significant indirect effect on the E-Service Quality variable on E-Customer Loyalty through E-Customer Satisfaction. Keywords: E-Service Quality, E-Customer Loyalty, E-Customer Satisfaction

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