PENGARUH DIMENSI KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP KEPUASAN: STUDI EMPIRIS PADA KONSUMEN E-TRAVEL AGENCY (ONLINE TRAVEL AGENCY)
Fakultas Ekonomi Universitas Gunadarma
Indonesia
Fakultas Ekonomi Universitas Gunadarma
Indonesia
Abstract
E-travel agency adalah sebuah layanan perjalanan yang merupakan bentuk dari kemajuan dalam bidang teknologi yang dibutuhkan masyarakat. Transaksi bisnis secara online (daring), termasuk pembelian tiket pesawat, makin banyak dilakukan masyarakat karena sangat efisien, praktis dan mudah. Hasil survei DailySocial menunjukkan sebanyak 69,31 persen responden pernah menggunakan jasa trasportasi udara dalam satu tahun terakhir. Sebagian besar dari mereka, yakni 91,76, melakukan pemesanan secara daring. Berkaitan dengan hal tersebut, penelitian ini dilakukan dengan tujuan menganalisis pengaruh dimensi kualitas layanan dan kepercayaan terhadap kepuasan pelanggan e-travel agency, baik secara simultan maupun parsial, dan mengidentifikasi variabel yang paling berpengaruh terhadap kepuasan konsumen e-travel agency. Data primer, yang dihimpun dari 100 responden yang dipilih secara acak menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya, digunakan dalam penelitian ini. Data dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa dimensi kualitas layanan yang terdiri dari keandalan, privasi & keamanan, dan efisiensi serta kepercayaan pelenggan secara simultan berpengaruh terhadap kepuasan pelanggan e-travel agency. Secara parsial, hanya satu variabel yang berpengaruh terhadap kepuasan pelanggan e-travel agency, yaitu kepercayaan pelanggan. Variabel ini berpengaruh meningkatkan kepuasan pelanggan e-travel agency.
Keywords
References
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