Pengaruh permintaan maaf, memperbaiki masalah, dan kompensasi yang diberikan terhadap kepuasan dan loyalitas pelanggan Traveloka = Effect of apology, fixing the problem, and compensation on customer satisfaction and loyalty on Traveloka

Amellia, Amellia (2020) Pengaruh permintaan maaf, memperbaiki masalah, dan kompensasi yang diberikan terhadap kepuasan dan loyalitas pelanggan Traveloka = Effect of apology, fixing the problem, and compensation on customer satisfaction and loyalty on Traveloka. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini persaingan bisnis yang ada sangatlah ketat, dengan begitu perusahaan dituntut untuk terus mempertahankan kualitasnya dan melakukan inovasi terhadap barang maupun jasa. Seperti halnya dalam bisnis e-commerce, dimana perusahaan harus tetap menjaga pelayanannya seperti bagaimana permintaan maaf, memperbaiki masalah, dan kompensasi yang dapat memberikan kepuasan dan loyalitas terhadap pelanggannya. Dalam hal ini, subyek dan obyek dalam penelitian ini yaitu permintaan maaf, memperbaiki masalah, kompensasi yang memberikan pengaruh terhadap kepuasan dan loyalitas pelanggan Traveloka. Penelitian ini ditunjukan untuk mengetahui seberapa besar pengaruh antara dimensi permintaan maaf, memperbaiki masalah, dan kompensasi yang diberikan terhadap kepuasan dan loyalitas pelanggan Traveloka. Penelitian ini merupakan penelitian kausal dengan menggunakan pendekatan kuantitatif deskriptif. Populasi yang digunakan dalam penelitian ini adalah pelanggan Traveloka, sedangkan sampel yang diambil sebanyak 230 orang. enelitian ini bersumber dari data primer yang diperoleh melalui pengambilan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis Structural Equation Modelling (SEM) dengan menggunakan program Partial Least Square (PLS). Hasil pada penelitian ini menunjukan bahwa terdapat dampak positif antara permintaan maaf dengan kepuasan pelanggan, kompensasi dengan kepuasan pelanggan, kepuasan pelanggan dengan loyalitas pelanggan, dan tidak ada dampak positif antara memperbaiki masalah dengan kepuasan pelanggan Traveloka. Kontribusi penelitian ini diharapkan menjadi pertimbangan dan masukkan bagi pihak Traveloka untuk meningkatkan service recovery yang dilakukan untuk meningkatkan kepauasan pelanggan yang mengakibatkan loyalitas pelanggan. / Currently the existing business competition is very tight, so companies are required to continue to maintain their quality and make innovations in goods and services. As in the e-commerce business, where companies must maintain their services such as how to apologize, fix problems, and compensation that can provide satisfaction and loyalty to its customers. In this case, the subjects and objects in this study are apologies, fixing problems, compensation which has an impact on Traveloka customer satisfaction and loyalty. This research was shown to determine how much influence the dimensions of apology, fixing problems, and compensation given to Traveloka customer satisfaction and loyalty. This research is a based on caescal research, which used descriptive quantitative approach. The subjects in this study were Traveloka customers, the partisipant were 230 people. The primary data obtained through from questionnaires data. The used data analysis technique in this research is Structural Equation Modelling (SEM) and analysis used Partial Least Square (PLS) program. The results of this study indicate that there is a positive impact between apologies and customer satisfaction, compensation with customer satisfaction, customer satisfaction with customer loyalty, and there is no positive impact between fixing problems and Traveloka customer satisfaction. The contribution of this research is expected to be considered and suggestion for Traveloka to improve their services to improve customer awareness resulting in customer loyalty.

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