Analisis preferensi pelanggan terhadap website tour & travel dengan menggunakan conjoint analysis

Setiawan, Julius Raymond (2020) Analisis preferensi pelanggan terhadap website tour & travel dengan menggunakan conjoint analysis. Masters thesis, Universitas Pelita Harapan.

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Abstract

Industri pariwisata yang semakin berkembang khususnya di Indonesia, permintaan yang sangat banyak terkait industri pariwisata mengakibatkan menjamurnya travel agent. Perkembangan teknologi mengubah cara bisnis travel agent yang dahulunya konvensional sekarang wajib sudah menggunakan media online salah satunya adalah website. Dengan adanya website, pengunjung sangat dimudahkan untuk melakukan transaksi tanpa perlu datang secara fisik ke toko fisik travel agent tersebut. Oleh karena itu, penelitian ini bertujuan untuk mengetahui kombinasi atribut website menggunakan teori 7C Framework dengan menggunakan metode conjoint analysis agar dapat mengembangkan website sesuai dengan preferensi pelanggan. Penelitian ini merupakan penelitian kuantitatif melalui survey kuesioner ke beberapa responden yang pernah berbelanja produk dan layanan travel agent melalui website. / The tourism industry is growing significantly, especially in Indonesia, an enormous demand related to the tourism industry has caused number of indonesia’s travel agents greatly increase. The development of technology is changing the way the travel agent business which was previously conventional is now required to have used online media, one of which is a website. With website, visitors are greatly facilitated to make transactions without the need to physically come to the travel agent's store. Therefore, this study aims to determine the combination of website attributes using 7C Framework theory using conjoint analysis methods in order to develop websites in accordance with customer preferences. This research is a quantitative study through a questionnaire survey to several respondents who have shopped travel agent products and services through the website.

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