Irawati, Awanny (2017) PENGARUH ONLINE SERVICESCAPE TERHADAP BEHAVIORAL INTENTION JASA ONLINE HOTEL RESERVATION : survei pada pengguna website agoda di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Tingginya pengguna internet mengakibatkan pertumbuhan bisnis e-commerce meningkat pesat. Proses penyaluran produk dan jasa telah berubah secara signifikan dalam beberapa tahun terakhir secara virtual atau online. Kondisi ini terjadi hampir di setiap negara, termasuk di Indonesia. Permasalahan terbesar bagi perusahaan yang berbasis online adalah kemungkinan konsumen gagal dalam mempresentasikan perhitungan terhadap beberapa harapan saat berbelanja. Penggunaan website dapat membawa dampak yang sangat besar dan sangat mempengaruhi jalannya suatu bisnis, khususnya jasa online hotel reservation. Perusahaan secara konsisten ditantang untuk menarik pelanggan baru ke situs online mereka dan mempertahankan yang sudah ada. Perusahaan yang cerdas adalah perusahaan yang mampu memahami perilaku konsumen khususnya behavioral intention. Penelitian ini bertujuan untuk memperoleh gambaran online servicescape pada produk Agoda di Indonesia, memperoleh gambaran behavioral intention pada produk Agoda di Indonesia, memperoleh temuan apakah terdapat pengaruh online servicescape terhadap behavioral intention produk Agoda di Indonesia. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 165 responden. Teknik analisis data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS AMOS. Hasil penelitian secara keseluruhan nilai perhitungan yang diperoleh melalui analisis jalur lebih besar dibandingkan dengan yang terdapat pada tabel. Artinya secara keseluruhan terdapat pengaruh yang signifikan dari online servicescape terhadap behavioral intention. Dalam upaya meningkatkan behavioral intention konsumen, penulis merekomendasikan agar perusahaan lebih memahami faktor online servicescape sebagai salah satu dasar dalam meberikan layanan bagi pengguna website Agoda di Indonesia.;--- The high number of internet users resulted in rapid growing of e-commerce business. The process of distributing products and services has changed significantly in the last few years to be virtual or online. This condition occurs almost in every country, including in Indonesia. The biggest problem for online based companies is the possibility of consumers fail to present calculation of some expectations when shopping. The use of the website can have enormous impact and greatly affect the course of a business, especially for the hotel reservation online services. Companies are consistently challenged to attract new customers to see their online sites and retain existing ones. Smart companies are companies that are able to understand consumer behavior, especially behavioral intention. This study aims to obtain an overview of servicescape online influence on Agoda products in Indonesia, obtaining a description of the behavioral intention on Agoda products in Indonesia, gaining findings on whether there is an impact of online servicescape on the behavioral intention of Agoda products in Indonesia. The type of research used is descriptive verifikatif, and the method used is an explanatory survey with simple random sampling technique, with a total sample of 165 respondents. Data analysis technique used is path analysis with computer software SPSS AMOS. From the results of the research as a whole, the calculation values obtained through the analysis of the path is greater than that contained in the table. This means that there is a significant overall impact of online servicescape on behavioral intention. In an effort to increase the behavioral intention of consumers, the author recommends that companies better understand the online servicescape factors as one of the basis in providing services for Agoda website’s users in Indonesia.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil: S MBS IRA p-2017; Pembimbing: I. Girang Razati, II. Puspo Dewi Dirgantari; NIM: 1307592. |
| Uncontrolled Keywords: | online servicescape, online hotel reservation, behavioral intention, online servicescape, online hotel reservation, behavioral intention, |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | DAM staf |
| Date Deposited: | 30 Nov 2018 02:50 |
| Last Modified: | 30 Nov 2018 02:50 |
| URI: | http://repository.upi.edu/id/eprint/32285 |
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