Analisis pengaruh quality, value, innovativeness dan popularity terhadap satisfaction yang membentuk repurchase intention pada pengguna aplikasi Traveloka di Manado = Analysis of the influence of quality, value, innovativeness and popularity on satisfaction forming repurchase intention on Traveloka application users at Manado

Lobbu, Victory Jacob Emillio (2021) Analisis pengaruh quality, value, innovativeness dan popularity terhadap satisfaction yang membentuk repurchase intention pada pengguna aplikasi Traveloka di Manado = Analysis of the influence of quality, value, innovativeness and popularity on satisfaction forming repurchase intention on Traveloka application users at Manado. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Traveloka adalah sebuah perusahaan reservasi tiket pesawat dan hotel dimana pengguna dapat melakukan pemesanan pada situs Traveloka.com. Traveloka menggunakan konsep pemasaran berbasis online melalui website sebagai sarana mengkomunikasikan produk- produk perusahaan kepada publiknya. Semakin baik efektifitas website Traveloka tersebut diharapkan mampu menambah kepuasan kebutuhan konsumen akan informasi harga promosi tiket. Efektivitas ini merupakan komunikasi yang prosesnya mencapai tujuan yang direncanakan untuk memuaskan pihaklain. Maka, tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh satisfaction terhadap repurchase intention melalui quality, value, innovativenes dan popularity. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif, metode yang digunakan pada penelitian ini akan mengacu pada referansi yang dapat melakukan proses analisis simultan yang terkait dengaan model penelitian multivariable yaitu Structural Equation Model (SEM) dengan menggunakan software AMOS 20.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik pria dan wanita yang berusia 18-60 tahun dan pernah menggunakan aplikasi Travekoka 2 kali dalam waktu enam bulan terakhir. Hasil penelitian ini menunjukan bahwa variable Quality berpengaruh secara signikan terhadap satisfaction pada Traveloka dengan CR sebesar 2,445 dan keofisien regresi sebesar 0,933, Value berpengaruh secara signikan terhadap satisfaction pada Traveloka dengan CR sebesar 3,026 dan koefisien regresi sebesar 0,856, Innovativeness berpengaruh secara signikan terhadap satisfaction pada Traveloka dengan CR sebesar 1,857 dan koefisien regresi sebesar 1,273, Popularity berpengaruh secara signikan terhadap satisfaction pada Traveloka dengan CR sebesar 1,371 dan koefisien regresi sebesar 0,922, Quality berpengaruh secara signikan terhadap repurchase intention pada Traveloka dengan CR sebesar 3,246 dan koefisien regresi sebesar 1,07, Value berpengaruh secara signikan terhadap satisfaction pada Traveloka dengan CR sebesar 2,016 dan koefisien regresi sebesar 1,093, Innovativeness berpengaruh secara signikan terhadap Repurchase intention pada Traveloka dengan CR sebesar 0,085 dan koefisien regresi sebesar1,02, Popularity berpengaruh secara signikan terhadap repurchase intention pada Traveloka dengan CR sebesar 0,982 dan koefisien regresi sebesar 0,823./ Traveloka is an airline ticket and hotel reservation company where users can make reservations on the Traveloka.com site. Traveloka uses the concept of online-based marketing through the website as a means of communicating the company's products to the public. The better the effectiveness of the Traveloka website, it is hoped that it will increase the satisfaction of consumers' needs for information on ticket promotion prices. This effectiveness is communication in which the process of achieving the planned goals is to satisfy the other party. Thus, the purpose of this study was to determine how the effect of satisfaction on repurchase intention through quality, value, innovativeness and popularity. This research is a causal research. The research method used is a quantitative method, the method used in this study will refer to references that can carry out a simultaneous analysis process related to the multivariable research model, namely the Structural Equation Model (SEM) using AMOS 20.0 software. Data was collected by distributing questionnaires to 100 respondents with male and female characteristics aged 18-60 years and had used the Travekoka application 2 times in the last six months. The results of this study indicate that the Quality variable has a significant effect on satisfaction at Traveloka with a CR of 2.445 and a regression coefficient of 0.933, Value has a significant effect on satisfaction at Traveloka with a CR of 3.026 and a regression coefficient of 0.856. Innovativeness has a significant effect on satisfaction at Traveloka. with a CR of 1.857 and a regression coefficient of 1.273, Popularity has a significant effect on satisfaction at Traveloka with a CR of 1.371 and a regression coefficient of 0.922, Quality has a significant effect on repurchase intention at Traveloka with a CR of 3.246 and a regression coefficient of 1.07, Value has a significant effect on satisfaction at Traveloka with a CR of 2.016 and a regression coefficient of 1.093, Innovativeness has a significant effect on repurchase intention at Traveloka with a CR of 0.085 and a regression coefficient of 0.085. is 1.02, Popularity has a significant effect on repurchase intention at Traveloka with a CR of 0.982 and a regression coefficient of 0.823.

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