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Pengaruh E-Service Quality dan E-Trust terhadap E-Loyality dengan E-Satisfaction sebagai Variabel Intervening (Studi pada Pembelian Tiket di Situs Traveloka)

*Nabilla Istighfarnissa  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Ari Pradhanawati  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Bulan Prabawani  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Open Access Copyright 2022 Jurnal Ilmu Administrasi Bisnis

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Abstract

The research was conducted based on the findings of the increasing use of the internet in Indonesia and the opportunities for online ticket sales, called e-ticketing and its relationship to service (e-service), trust (e-trust), satisfaction (e-satisfaction) and commitment (e-service). loyalty) from e-ticketing. Commitment (e-loyalty) can be influenced by several factors, in this study the factors in question are service (e-service), trust (e-trust) and satisfaction (e-satisfaction). This is an explanatory research conducted with the aim of knowing the effect and magnitude of the influence of the service variable (e-service), transaction trust (e-trust) on the purchase commitment (e-loyalty) made by Traveloka consumers in Semarang City. The population in this study are consumers of Traveloka products in the city of Semarang with a total sample of 100 respondents. The data used are primary and secondary data, namely questionnaires, the results of calculations on the SPSS application, and previous thesis literature studies. Sampling was done by using non-probability sampling method through purposive sampling technique. Data collection is done by spreading it to related respondents. This research uses validity test, reliability test, correlation coefficient, coefficient of determination, simple regression, multiple regression, t test, and path analysis with SPSS version 25 application tools. The results showed that the E-Service Quality variable had a positive and significant effect on E-Satisfaction on Traveloka application customers. the E-Trust variable has a positive and significant effect on E-Satisfaction on Traveloka application customers and the E-Satisfaction variable has a positive and significant impact on Customer Loyalty on Traveloka application customers. The higher the level of customer satisfaction, the higher the customer loyalty.

 

Penelitian dilakukan berdasarkan temuan maningkatnya penggunaan internet di Indonesia dan peluang dalam penjualan tiket pesawat secara online yang disebut e-ticketing dan hubungannya dengan pelayanan (e-service), kepercayaan (e-trust), kepuasan (e-satisfaction) dan komitmen (e-loyalty) dari e-ticketing. Komitmen (e-loyalty) dapat dipengaruhi oleh beberapa faktor, pada penelitian ini faktor yang dimaksud ialah pelayanan (e-service), kepercayaan (e-trust) maupun kepuasan (e-satisfaction). Penelitian ini merupakan penelitian explanatory research yang dilakukan dengan tujuan untuk mengetahui pengaruh dan besaran pengaruh variabel pelayanan (e-service), kepercayaan (e-trust) transaksi terhadap Komitmen (e-loyalty)  pembelian yang dilakukan oleh konsumen Traveloka di Kota Semarang. Populasi yang pada penelitian ini ialah konsumen produk Traveloka di Kota Semarang dengan jumlah sampel sebanyak 100 responden. Data yang dipergunakan ialah data primer dan sekunder yaitu kuesioner, hasil perhitungan pada aplikasi SPSS, dan studi pustaka skripsi terdahulu. Pengambilan sampel dilakukan dengan menggunakan metode non-probability sampling melalui teknik purposive sampling. Pengumpulan data dilakukan dengan menyebar kepada responden terkait. Penelitian ini menggunakan uji validitas, uji reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana, regresi berganda, uji t, dan analisis jalur dengan alat bantu aplikasi SPSS versi 25. Hasil penelitian menunjukkan variabel E-Service Quality berpengaruh positif dan signifikan terhadap E-Satisfaction pada pelanggan aplikasi Traveloka. variabel E-Trust berpengaruh positif dan signifikan terhadap E-Satisfaction pada pelanggan aplikasi Traveloka dan variabel E-Satisfaction berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan pada pelanggan aplikasi Traveloka. Semakin tinggi tingkat kepuasan pelanggan maka akan semakin tinggi pula Loyalitas Pelanggan.

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Keywords: E-Ticketing; Kepercayaan; Kepuasan; Komitmen; Pelayanan

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