Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan Membeli Tiket Pesawat Secara Online di Situs Traveloka di Kecamatan Medan Marelan

Abstract

This study aims to determine and analyze the influence of service quality and price on customer satisfaction when buying flight tickets online on the Traveloka site in Medan City. The population in the research is consumers who have purchased plane tickets using the Traveloka application in the city of Medan. The sample in this research was 97 with a sampling technique using non-probability sampling and purposive sampling with the criteria of Traveloka users who purchased flight tickets at Traveloka at least twice. Based on partial research results, it shows that Service Quality has a positive and significant effect on customer satisfaction, Price has a significant effect on customer satisfaction, and simultaneously the Service Quality and Price have a significant effect on the satisfaction of Medan City customers who buy flight tickets online at Traveloka.