Analisis pengaruh service quality, perceived risk, social influence, dan promotion terhadap customer satisfaction dan customer loyalty pada pengguna Traveloka di Surabaya

Abigail, Cinta Kathleen (2020) Analisis pengaruh service quality, perceived risk, social influence, dan promotion terhadap customer satisfaction dan customer loyalty pada pengguna Traveloka di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan industri pariwisata di Indonesia tergolong sangat cepat dengan posisi nya yang ke sembilan di dunia, nomor tiga di Asia), serta berada di peringkat teratas di kawasan Asia Tenggara. Indonesia juga sebagai salah satu dari 20 negara dengan pertumbuhan pariwisata tercepat. Bahkan pertumbuhan pariwisata di Indonesia bertambah empat kali lebih tinggi dibandingkan pertumbuhan dalam skala regional dan global. Dan adanya pertumbuhan e-commerce di Indonesia yang mempengaruhi dan melandasi e-travel app Traveloka sehingga bisa terus berkembang mengikuti zaman sampai menjadi peringkat satu aplikasi travel di Indonesia. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh service quality, perceived risk, social influence, promotion, terhadap customer loyalty melalui customer satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh customer satisfaction sehingga meningkatkan customer loyalty yang pada akhirnya akan meningkatkan transaksi berkelanjutan dari pengguna Traveloka di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 110 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili Surabaya, dan pernah bertransaksi di aplikasi Traveloka minimal dua kali dalam satu tahun terakhir. Hasil penelitian menunjukkan bahwa variabel service quality berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.381; variabel perceived risk berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar -0.196; variabel social influence berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.143; variabel promotion berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.282; dan variabel customer satisfaction berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0.774 / The growth of the tourism industry in Indonesia is classified as very fast with its position being ninth in the world, number three in Asia), and being in the top ranking in the Southeast Asia region. Indonesia is also one of the 20 countries with the fastest growing tourism. In fact, tourism growth in Indonesia has increased four times higher than growth on a regional and global scale. And there is the growth of e-commerce in Indonesia which influences and underlies the Traveloka e-travel app so that it can continue to grow with the times until it becomes the number one travel application in Indonesia. This study aims to determine how the effect of service quality, perceived risk, social influence, promotion, on customer loyalty through customer satisfaction. The expected benefit from this research is to increase knowledge in the field of management, especially how much influence customer satisfaction has, thereby increasing customer loyalty, which in turn will increase sustainable transactions from Traveloka users in Surabaya. This research is a causal research. The research method used is a quantitative method with data processing using SPSS. Data collection was carried out by distributing questionnaires to 110 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, and having transacted on the Traveloka application at least twice in the past year. The results showed that the service quality variable had a significant effect on customer satisfaction with a regression coefficient of 0.381; Perceived risk variable has a significant effect on customer satisfaction with a regression coefficient of -0.196; the social influence variable has a significant effect on customer satisfaction with a regression coefficient of 0.143; the promotion variable has a significant effect on customer satisfaction with a regression coefficient of 0.282; and the customer satisfaction variable has a significant effect on customer loyalty with a regression coefficient of 0.774.

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