Pengaruh Harga dan E-Service Quality terhadap Kepuasan Pelanggan Traveloka (Studi pada Konsumen Traveloka di Kota Medan)

Abstract

The success of a company is influenced by how the company provides satisfaction to its customers. If customers are satisfied, then consumers will tend to be loyal and invite others to use the products and services of e-commerce. User satisfaction with an e-commerce application, of course, is influenced by the price offered. The price of an e-commerce application is an attraction for customers in using the application so that if the price offered is following the wishes of the customer, it will certainly provide satisfaction to the customer while consuming the product or service offered. Smoothness in the service of an application becomes a process in the formation of customer satisfaction in an application. This study aims to analyze how the effect of price and e-service quality on Traveloka customer satisfaction for public consumers in the city of Medan. The influence between price and e-service quality will be analyzed partially and simultaneously on customer satisfaction. The form of research used in this research is quantitative research with an associative approach. Sampling was done through the purposive sampling technique and used 96 respondents as samples. The primary data used in this study was obtained by distributing questionnaires through a google form, while the secondary data were obtained through a literature study. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that price and e-service quality has a significant effect, both partially and simultaneously (together) on Traveloka customer satisfaction for community consumers in the city of Medan. The coefficient of determination test shows that there is a fairly close relationship between price and e-service quality on customer satisfaction with an R-value of 0.514. The value of Adjusted R Square or the value of the coefficient of determination shows that the variable Price (X1) and E-Service Quality (X2) can explain the variable Customer Satisfaction (Y) by 24.8%, while the remaining 75.2% is influenced by other variables that not discussed in this study.