skip to main content

Pengaruh Harga dan E-Service Quality terhadap Kepuasan Pelanggan pada Pengguna Aplikasi Reddoorz di Kota Semarang

*Ninda Dwiana Aulia  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Saryadi Saryadi  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Dinalestari Purbawati  -  Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Open Access Copyright 2023 ninda dwiana aulia

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Citation Format:
Abstract

Technological developments bring changes to the business sector. One of them is the RedDoorz company which is engaged in the hospitality sector which is offered through an application. After consumers make room reservations, customer satisfaction will appear. This study aims to determine the effect of price and quality of e-service on customer satisfaction in users of the RedDoorz application in the city of Semarang. This type of research is explanatory research. A total of 96 samples were taken using nonprobability sampling technique. The results showed that: 1) the price variable had a positive and significant effect on customer satisfaction, 2) the electronic service quality variable had a positive and significant effect on customer satisfaction, 3) the price and electronic service quality variables simultaneously had a positive and significant effect on customer satisfaction. Based on the results of multiple linear regression tests that have a dominant influence, namely on the e-service quality variable. Researchers suggest that the RedDoorz company is able to increase customer satisfaction by providing more competitive room rates, checking data regularly, providing an easy refund mechanism and handling problems through the WhatsApp application so that they are resolved more quickly.


Perkembangan teknologi membawa perubahan pada bidang bisnis. Salah satunya yaitu perusahaan RedDoorz yang bergerak pada bidang perhotelan yang ditawarkan melalui aplikasi. Setelah konsumen melakukan pemesanan kamar, maka akan muncul kepuasan pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh harga dan e-service quality terhadap kepuasan pelanggan pada pengguna aplikasi RedDoorz di kota Semarang. Tipe penelitian ini adalah explanatory research. Sebanyak 96 sampel yang diambil menggunakan teknik nonprobability sampling. Hasil penelitian menunjukkan bahwa : 1) variabel harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan, 2) variabel e-service quality berpengaruh positif dan signifikan terhadap kepuasan pelanggan, 3) secara simultan variabel harga dan e-sevice quality berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan. Berdasarkan hasil uji regresi linier berganda yang memiliki pengaruh dominan yaitu pada variabel e-service quality. Peneliti menyarankan agar perusahaan RedDoorz mampu meningkatkan kepuasan pelanggan adalah dengan memberikan harga kamar yang lebih kompetitif, melakukan pengecekan data secara berkala, memberikan mekanisme refund yang mudah dan penanganan kendala melalui aplikasi WhatsApp agar lebih cepat diatasi.

Fulltext View|Download
Keywords: E-Service Quality; Harga; Kepuasan Pelanggan

Article Metrics:

Last update:

No citation recorded.

Last update:

No citation recorded.