MENINGKATKAN LOYALTY KONSUMEN TRAVELOKA BERBASIS ESERVICE QUALITY DAN SATISFACTION “Studi Kasus Pada Aplikasi Travelokaâ€

Abstract

ABSTRAK
E-commerce in Indonesia continues to grow rapidly, with many internet-based companies emerging. Facing the rapidly increasing competition, companies are required to implement strategic policies of service in order to anticipate competitive competition. Business in the form of service quality service is one of the factors that can affect customer satisfaction and loyalty. Therefore, it is important to conduct research to see how electronic service quality affects customer satisfaction and its impact on customer loyalty on the Traveloka site. The research objective was to see the effect of E-Service Quality on customer satisfaction which has an impact on consumer loyalty at the Traveloka online shopping site. This type of research is a quantitative
approach. The research population is consumers of the Traveloka application who have used the site. Sampling using non-probability sampling method with purposive sampling technique. The technique involved data with a questionnaire of 100 respondents. Test the validity of factor analysis, reliability test using Cronbach's Alpha and data normality test using Kolmogrov-Smirnov. The data analysis technique used path analysis with the SPSS program. The research variables of e-service quality have a significant effect on e-loyalty indirectly through customer satisfaction in the Traveloka application.
keyword : e-commerce, e-service quality, satisfaction, loyalty.