The influence of perceived trust, e-service quality, online rating, and review on customers' purchase decision at Tiket.com Indonesia (case study on customers in North Sumatera)

Stevanus, Leonardo (2022) The influence of perceived trust, e-service quality, online rating, and review on customers' purchase decision at Tiket.com Indonesia (case study on customers in North Sumatera). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia Information technology is increasingly developed, Internet become the biggest platform to penetrate complex interaction that human needs. An online travel agent is one of the platforms that have evolved throughout this digital era, including Tiket.com. Unfortunately, as the COVID-19 pandemic hits, online travel agents are affected the most. Thus, Tiket.com needs to evaluate its marketing strategies to increase the customers' purchase decisions on its platforms. The purpose of this research is analyzed which strategies between Perceived Trust, E-Service Quality, Online Rating, and Online Reviews has the biggest influence on Customer’s Purchase Decision on Tiket.com. This research itself has four independent variables which are Perceived Trust (X1), E-Service Quality (X2), Online Rating (X3), Online Reviews (X4), and Customer’s Purchase Decision (Y) as the dependent variable. This research uses quantitative methods with purposive sampling by distributing an online questionnaire to 50 customers of Tiket.com, Likert scale is used. The data was analyzed for Multiple Regression Analysis by using SPSS v.25 to find the influence of each independent variable on the dependent variable. Based on the data analysis results, E-Service Quality, Online Rating, and Online Reviews have a positive and significant influence on Customer’s Purchase Decisions on Tiket.com while Perceived Trust has a positive but insignificant influence on Customer’s Purchase Decisions. Online Rating was found to have the biggest influence on Customer’s Purchase Decisions. In conclusion, customers are more likely to make a purchase when Tiket.com improve its Online Rating, Online Review, E-service Quality, and Perceived Trust in Tiket.com's marketing strategy. Beberapa teknologi informasi semakin berkembang, Internet menjadi platform terbesar untuk menembus interaksi kompleks yang dibutuhkan manusia. Agen perjalanan online merupakan salah satu platform yang berkembang di era digital ini, termasuk Tiket.com. Sayangnya, saat pandemi COVID-19 melanda, agen perjalanan online paling terkena dampaknya. Oleh karena itu, Tiket.com perlu mengevaluasi strategi pemasarannya untuk meningkatkan keputusan pembelian pelanggan di platformnya. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis strategi mana antara Kepercayaan (X1), Kualitas Pelayanan Elektronik (X2), Penilaian Online (X3), dan Tinjauan Online (X4) yang memiliki pengaruh terbesar terhadap Customers Keputusan Pembelian di Tiket.com. Penelitian ini menggunakan metode kuantitatif dengan purposive sampling dengan menyebarkan kuesioner online kepada 50 pelanggan Tiket.com, kuesioner menggunakan skala Likert. Data yang telah terkumpul dianalisis dengan Analisis Regresi Berganda dengan menggunakan program SPSS v.25 untuk mengetahui pengaruh masing-masing variabel independen terhadap variabel dependen. Berdasarkan hasil analisis data, Kepercayaan, Kualitas Pelayanan Elektronik, Penilaian Online, dan Tinjauan Online berpengaruh positif dan signifikan terhadap Keputusan Pembelian Pelanggan pada Tiket.com sedangkan Kepercayaan berpengaruh positif namun hasilnya menunjukkan pengaruh yang tidak signifikan terhadap Keputusan Pembelian Pelanggan. Penilaian Online ditemukan memiliki pengaruh terbesar terhadap Keputusan Pembelian Pelanggan. Kesimpulannya, pelanggan lebih cenderung melakukan pembelian ketika Tiket.com meningkatkan Penilaian Online, Tinjauan Online, Kualitas Pelayanan Elektronik, dan Kepercayaan dalam strategi pemasaran Tiket.com.

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