Analisis pengaruh efficiency, system availability, fulfillment, dan privacy terhadap perceived value dan customer loyalty pelanggan traveloka di Surabaya

Valencia, Angel (2016) Analisis pengaruh efficiency, system availability, fulfillment, dan privacy terhadap perceived value dan customer loyalty pelanggan traveloka di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Pada saat ini, industri yang sedang bertumbuh dengan pesat adalah industri Pariwisata. Salah satu faktor penunjang pariwisata yaitu adanya fasilitas dari agen perjalanan online. Di generasi tahun 2000-an, lokasi-lokasi wisata di Indonesia sebagian besar didominasi oleh wisatawan yang digolongkan sebagai generasi y dan z, dimana generasi y dan z sangat fasih memanfaatkan penggunaan Internet dan mereka yang berada di generasi ini menginginkan segalanya serba praktis dan cepat. Untuk dapat bertahan dalam persaingan, setiap agen perjalanan online perlu untuk meningkatkan Customer Loyalty. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Efficiency, System Availability, Fulfillment, Privacy terhadap Perceived Value dalam upaya meningkatkan Customer Loyalty pelanggan agen perjalanan online Traveloka di Surabaya. Sampel yang digunakan pada penelitian ini yaitu pada laki-laki dan wanita yang berdomisili di wilayah kota Surabaya yang melakukan telah mengetahui website Traveloka serta, pernah membeli tiket pesawat atau melakukan reservasi kamar hotel di Traveloka dengan minimal transaksi 2 (dua) kali dalam 1 (satu) tahun terakhir, berusia 18 - 60 tahun, sejumlah 136 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai perangkat lunak untuk mengolah data. Hasil analisis menunjukkan bahwa Statistical Product and Service Solutions (SPSS) dengan erangkat lunak 22.0 sebagai softwere untuk mengolah data. Hasil penelitian menunjukkan bahwa pengaruh Perceived Value terhadap Customer Loyalty memiliki koefisien regresi paling tinggi dengan nilai sebesar 0.678, dan Perceived Value berpengaruh positif dan signifikan terhadap Customer Loyalty, pengaruh antara Fulfillment terhadap Perceived Value memiliki koefisien regresi paling tinggi kedua dengan nilai sebesar 0.277, dan Fulfillment berpengaruh positif dan signifikan terhadap Perceived Value, pengaruh antara Efficiency terhadap Perceived Value memiliki koefisien regresi paling tinggi ketiga dengan nilai sebesar 0.207, dan Efficiency berpengaruh positif dan signifikan terhadap Perceived Value, pengaruh antara System Availbility terhadap Perceived Value memiliki koefisien regresi paling tinggi keempat dengan nilai sebesar 0.178, dan System Availability berpengaruh positif dan tidak signifikan terhadap Perceived Value, pengaruh antara Privacy terhadap Perceived Value memiliki koefisien regresi paling rendah dengan nilai sebesar 0.077, dan Privacy berpengaruh positif dan tidak signifikan terhadap Perceived Value / In the present, the Tourism industry is growing rapidly. One factor supporting tourism is the facility of online travel agencies. In the generation of the 2000s, tourist locations in Indonesia is largely dominated by tourists who are classified as generation y and z, where generations y and z are very eloquent of making use of the Internet and wants everything very practical and fast. In order to survive in the competition, every online travel agency need to improve customer loyalty. This research is aimed to analyze the influence of variables: Efficiency, System Availability, Fulfillment, Privacy on Perceived Value in an effort to increase customer loyalty of Traveloka online travel agency’s customers in Surabaya. The samples used in this research are the men and women in the city of Surabaya that are aware of Traveloka’s website and have made the purchase of airplane tickets or made a reservation of hotel rooms in Traveloka with minimal transaction 2 (two) times within 1 (one) last year, aged 18-60 years, a number of 136 respondents. The Statistical Product and Service Solutions (SPSS) 22.0 software was used for processing and analyzing the data in this research. The results showed that the influence of Perceived Value on Customer Loyalty has the highest value of regression coefficient with a value of 0.678, and Perceived Value gives positive and significant impact on customer loyalty. The influence the Fulfillment towards the Perceived Value has the second highest regression coefficient with a value of 0.277, and Fulfillment gives positive and significant effect toward Perceived value. The influence of Efficiency on Perceived Value has third highest regression coefficient with a value of 0.207, and Efficiency gives positive and significant impact on Perceived Value. The influence of System Availability on Perceived Value has the fourth highest regression coefficient with a value by 0.178, and System Availability gives positive but not significant effect on Perceived Value. The influence of Privacy on Perceived Value has the lowest regression coefficient with a value of 0.077, and the Privacy gives positive but not significant to the Perceived Value

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