E-SERVICE QUALITY DAN BRAND IMAGE SERTA DAMPAK CUSTOMER SATISFACTION DAN LOYALTY: Studi Kasus Pada Pengguna Traveloka

Amreyza Pahlevi, - (2023) E-SERVICE QUALITY DAN BRAND IMAGE SERTA DAMPAK CUSTOMER SATISFACTION DAN LOYALTY: Studi Kasus Pada Pengguna Traveloka. S1 thesis, Universitas Pendidikan Indonesia.

	Text S_MRL_1908698_Title.pdf Download (421kB)
	Text S_MRL_1908698_Chapter1.pdf Download (116kB)
	Text S_MRL_1908698_Chapter2.pdf Restricted to Staf Perpustakaan Download (114kB)
	Text S_MRL_1908698_Chapter3.pdf Download (270kB)
	Text S_MRL_1908698_Chapter4.pdf Restricted to Staf Perpustakaan Download (360kB)
	Text S_MRL_1908698_Chapter5.pdf Download (50kB)
	Text S_MRL_1908698_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh e-service quality dan brand image terhadap customer satisfaction dan loyalty dari pengguna platform online Traveloka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengambilan sampel purposive sampling, di mana populasi targetnya adalah pelanggan Traveloka di Indonesia. Data dikumpulkan melalui survei dengan kuesioner sebagai instrumen penelitian. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) untuk menguji hubungan antara variabel-variabel yang diteliti. Hasil penelitian menunjukkan bahwa e-service quality memiliki pengaruh positif dan signifikan terhadap customer satisfaction dan loyalty pada pengguna Traveloka. Kualitas layanan elektronik yang baik, seperti interfaces pengguna yang mudah dan responsif, berkontribusi pada kepuasan dan loyalitas pelanggan yang tinggi. Namun, Brand image tidak memiliki pengaruh signifikan terhadap loyalitas, meskipun berdampak positif pada customer satisfaction. Penelitian ini memaparkan hubungan antara Customer satisfaction dan customer loyalty. Temuan ini menggarisbawahi pentingnya meningkatkan kualitas layanan elektronik dan citra merek untuk memperkuat hubungan dengan pelanggan di pasar agen perjalanan online yang kompetitif. This research aims to examine the influence of e-service quality and brand image on customer satisfaction and loyalty of users on the online platform Traveloka. This study employs a quantitative approach with purposive sampling as the sampling method, targeting the population of Traveloka customers in Indonesia. Data were collected through a survey using questionnaires as the research instrument. Data analysis was conducted using Structural Equation Modeling (SEM) to test the relationships between the studied variables. The results of the study indicate that e-service quality has a positive and significant impact on customer satisfaction and loyalty among Traveloka users. Good electronic service quality, such as user-friendly and responsive interfaces, contributes to high customer satisfaction and loyalty. However, brand image does not have a significant influence on loyalty, although it positively affects customer satisfaction. The study reveals the relationship between customer satisfaction and customer loyalty. These findings emphasize the importance of enhancing electronic service quality and brand image to strengthen customer relationships in the competitive market of online travel agencies.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Ahmad Hudaiby Galih Kusumah: 5989818
Uncontrolled Keywords:	e-service quality, brand image, customer satisfaction, customer loyalty, OTA, Traveloka
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User:	Amreyza Pahlevi
Date Deposited:	18 Oct 2023 06:50
Last Modified:	18 Oct 2023 06:50
URI:	http://repository.upi.edu/id/eprint/111106

Actions (login required)

View Item