Analisis pengaruh efficiency, requirement fulfilment, system accessibility, dan privacy terhadap customer satisfaction dan customer loyalty pada pelanggan aplikasi Traveloka di Surabaya

Darotong, Chelsea (2021) Analisis pengaruh efficiency, requirement fulfilment, system accessibility, dan privacy terhadap customer satisfaction dan customer loyalty pada pelanggan aplikasi Traveloka di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi yang semakin pesat menjadi peluang bagi banyak perusahaan untuk mengembangkan dan melebarkan sayap bisnisnya. Dengan memanfaatkan teknologi internet, perusahaan dapat menawarkan produk dan jasa secara online yang dikenal dengan bisnis e-commerce. Traveloka adalah salah satu perusahaan yang bergerak dalam bidang e-commerce. Selain website, Traveloka juga memiliki aplikasi yang menyediakan berbagai produk dan jasa yang dapat membantu masyarakat dalam melakukan berbagai aktivitas Traveloka juga memiliki aplikasi yang menyediakan berbagai produk dan layanan yang dapat membantu masyarakat dalam melakukan berbagai aktivitas dan memenuhi gaya hidup masyarakat yang semakin modern dan instan. Penelitian ini merupakan penelitian kausal yang dilakukan dengan tujuan untuk mengetahui hubungan pengaruh Efficiency, Requirement Fulfillment, System Accessibility, Privacy terhadap Customer Loyalty melalui Customer Satisfaction. Sehingga manfaat yang diharapkan dari penelitian ini adalah untuk menambah pengetahuan dalam bidang manajemen khususnya seberapa besar pengaruh variabel-variabel tersebut sehingga dapat meningkatkan loyalitas pelanggan. Metode penilitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunankan SPSS 25.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 125 responden dengan karakteristik responden pria dan wanita berumur 18 – 60 tahun, berdomisili di Surabaya yang telah menggunakan dan berbelanja di aplikasi Traveloka minimal 2 kali dalam 1 tahun terakhir. Hasil penelitian menunjukkan bahwa variabel yang berpengaruh signifikan terhadap Customer Loyalty adalah Customer Satisfaction, Efficiency, dan Privacy sedangkan yang tidak berpengaruh signifikan adalah Requirement Fulfillment dan System Accessibility. Kemudian variabel yang berpengaruh signifikan terhadap Customer Satisfaction adalah Efficiency, Requirement Fulfillment dan Privacy serta yang tidak berpengaruh secara signifikan adalah variabel System Accessibility. / The rapid development of technology is an opportunity for many companies to develop and expand their business. By utilizing internet technology, companies can offer products and services online known as e-commerce businesses. In addition to the website, Traveloka also has an application that provides various products and services that can help the community in carrying out various activities and fulfilling people's lifestyles that are increasingly modern and instant. This study is a causal research conducted with the aim of knowing the relationship between the influence of Efficiency, Requirement Fulfillment, System Accessibility, Privacy on Customer Loyalty through Customer Satisfaction. So that the expected benefit from this research is to increase knowledge in the field of management, especially how much influence these variabels have so as to increase consumer loyalty. The research method used is a quantitative method with data processing using SPSS 25.0. Data collection is carried out by distributing questionnaires to 125 respondents with the characteristics of male and female respondents aged 18-60 years, customers living in the city of Surabaya who have used and shopped at the Traveloka application at least 2 times in the last 1 year. The results showed that the variables that have a significant effect on Customer Loyalty are Customer Satisfaction, Efficiency, and Privacy while those that have no significant effect are Requirement Fulfillment and System Accessibility. Then the variables that have a significant effect on Customer Satisfaction are Efficiency, Requirement Fulfillment and Privacy and those that do not significantly affect the System Accessibility variable.

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