The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka's Customer
Keywords:
E-Service Quality, E-Trust, Price, Brand Image, E-Satisfaction, E-Loyalty
Abstract
This study aims to analyze the effect of E-Service Quality, E-Trust, Price, Brand Image to the E-Satisfaction, and E-Loyalty of Online Travel Agent Traveloka. This research method uses a quantitative approach with a survey method with Structural Equation Modeling (SEM) analysis techniques from the AMOS Version 22 statistical software package. Variable measurements were carried out using questionnaires using Likert model scoring. The sampling technique used is the Non-Probability Sampling method, the saturated sample technique (Census) totaling 182 respondents or equal to the population. The results of the analysis show that each variable (E-Service Quality, E-Trust, Price, Brand Image) has a positive and real effect to the E-Satisfaction and E-Loyalty to Online Travel Agent Traveloka with Critical Ratio (CR)> 1.96 (Critical value for degrees 95% confidence), probability value (p) <0.05 and regression coefficient value> 0.00 (Positive). Based on the results of the study concluded that E-Service Quality, E-Trust, Price, and Brand Image have a positive effect on E-Satisfaction and also on E-Loyalty. Traveloka site provided the best E-Service Quality; Traveloka also provides a high-security system to promote the Traveloka site. Traveloka's website runs a competitive price strategy by offering attractive promos to its customers; besides that, Traveloka also collaborates with banks to provide attractive promo offers. Traveloka's Brand Image has represented the overall perception of the brand and was formed from the information and experience of the brand.
References
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Doriana Dumitrela MORAR. 2013. An Overview of The Consumer Value Literature – Perceived Value, Desired Value. International Conference “Marketing – From Information to Decision, 6th Edition 2013.
Edo Satria dan Achmad Fauzi. 2014. Pengaruh E-Service Quality Ritel Online di Indonesia terhadap E-Satisfaction Melalui Experiental Value sebagai Variabel Antara (Studi pada Zalora Indonesia). Fakultas Ilmu Sosial dan Ilmu Politik. Universitas Indonesia.
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Engel, J.F, Blackwell, Rd, and Miniard, DW. 1990. Perilaku Konsumen Jilid 1. Boediono. Terjemahan. Jakarta: Bina Rupa Aksara.
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Flávio Adriano Pires Fernandes. 2017. Perceived value of buying tourism services through an Online Travel Agency. Thesis Faculdade De Engenharia, Universidade Do Porto, Portugal.
Hanafi et all. 2017. Evaluation of E-Service Quality, Perceived Value on Customer Satisfaction and Customer Loyalty: A Study in Indonesia, International Business Management Journal 11 (11): 1892-1900, ISSN: 1993-5250, 2017.
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Hildha Aprilia Pratiwi. 2016. Pengaruh Kualitas Pelayanan, Harga dan Promosi terhadap Kepuasan Pelanggan Traveloka di Yogyakarta.
Hurriyati, Ratih. 2010. Bauran Pemasaran dan Loyalitas Konsumen. Bandung: ALFABETHA.
Hur, Youngjin, Ko Yong Jae, Valacich, Joseph. 2011. A Structural Model of the Correlations Between Sport Website Quality, E-Satisfaction, and E-Loyalty. Journal of Sport Management, 25, 458-473.
I Wayan Santika & Komang Agus Satria Pramudana. 2018. Peran Mediasi E-Satisfaction Pada Pengaruh E-Service Quality Terhadap E-Loyalty Situs Online Travel di Bali. Jurnal Inovasi Bisnis dan Manajemen Indonesia Volume 1, Nomor 3, Juni 2018.
Jetske Van De Logt. 2017. The Impact of Online Travel Agencies, Is it still Relevant for Hotels to Have Their Own Booking System? Bachelor Thesis Degree Programme in Hotel Management.
Kim, J., Jin, B. & Swinney, J.L. 2009. The role of retail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services. 16(4), 239–247. http://dx.doi.org/10.1016/j.jretconser. 2008.11.019.
Kimery, K. M., and McCord, M. 2002. Third-party Assurances: Mapping the Road to Trust in E-retailing. Journal of Information Technology Theory and Application, 4(2), 63-81, 2002.
Kracht, John. & Wang Youcheng. 2010. Examining the tourism distribution channel: evolution and transformation. International Journal of Contemporary Hospitality Management, 20(1), pp. 90-97, 2010.
Kaukab Abid Azhar & Dr. Muhammad Adnan Bashir. 2018. Understanding e-Loyalty in Online Grocery Shopping. International Journal of Applied Business & International Management, Vol. 3 No.2 (2018).
Kotler P. & Keller, K.L. 2009. Manajemen Pemasaran 13 (1). Erlangga, Jakarta.
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Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. 2015. Online Hotel Booking: The Effects Of Brand Image, Price, Trust And Value On Purchase Intentions. Asia Pacific Management Review, 20(4), 210– 218. http://doi.org/10.1016/j.apmrv.2015.03.005.
Ling, Chai dan Piew. 2010. “The Effect of Shopping Orientaton, Online Trust and Prior Online Purchase Experiene Toward Customers’ Online Purchase Intention”. Vol. 3 No.3, 2010.
Lu, L. C., Chang, H. H., & Yu, S. T. 2013. Online Shopper's Perceptions of e-Retailers' Ethics, Cultural Orientation, and Loyalty An Exploratory Study in Taiwan. Internet Research, Vol. 23 No. 1 pp. 47-68, 2013.
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Maxime Weigert. 2017. Jumia Travel in Africa: Expanding the Boundaries of the Online Travel Agency Business Model. Emerald Publishing Limited, ISSN 1660-5373, 2017.
Mu Zhang et all. 2015. Online Travel Agent Service and Customer Satisfaction Based on Corcorrelation Analysis: A Marketing Perspective in China. Journal of Marketing and Consumer Research. An International Peer-Reviewd Journal. ISSN 2422-8451 Vol. 11, 2015.
Nic S. Terblanche & Aimee Taljaard. 2018. The Perceived Value and Perceived Benefits Experienced by Customers Using Travel Agents. South African Journal of Business Management ISSN: (Online) 2078-5976, (Print) 2078-5585, 2018.
Nor Asiah Abdullah. 2010. The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-Commerce Settings A Cross Cultural Analysis. Asia Pasific Journal of Marketing and Logictics Vol. 22 No. 3, 2010. PP 351-371.
Norizan Kassim. 2010. The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, Trust, and Loyalty in E-Commerce Settings A Cross Cultural Analysis. Asia Pasific Journal of Marketing and Logictics Vol. 22 No. 3, 2010. PP 351-371.
Oliver, Richard L. 1999. Whence Consumer Loyalty, Journal of Marketing, Volume 63 Special Issue, pp. 33-44, 1999.
Orthodox Tefera, Dr. 2018. Service Quality and Hotel Ratings: Comparing the Ratings by the Hotel Owners, Government Authority, Online Travel Agents and Customers., African Journal of Hospitality, Tourism and Leisure, Volume 7 (2) - (2018) ISSN: 2223-814X, 2018.
Philip Kotler. 2002. Manajemen Pemasaran. Edisi Millenium, Jilid 2, PT Prenhallindo, Jakarta.
Philip Kotler dan Kevin L. Keller. 2006. Manajemen Pemasaran. Edisi ke 12 Jilid ke 1. New Jersey, Indeks.
Rachel Tooke-Marchant. 2015. Online Travel Agents (OTAS) and Their Dominance of Search Engine Results: Can Independent Hotels Compete? Journal of Direct, Data and Digital Marketing Practice, VOL. 16 NO. 3 PP 154–156, MACMILLAN PUBLISHERS LTD. 1746-0166, 2015.
Radita Herliza. 2016. The Effect of Brand Image to Customer Satisfaction A Case Study of Zara at PVJ Mall Bandung, e-Proceeding of Management: Vol.3, No.2 Agustus 2016.
Ranjbarian, B., Fathi, S., & Rezaei, Z. 2012. Factors Influencing on Customers’ E-Satisfaction: A case Study from Iran. Journal of Contemporary Research Business, Vol. 3 (9), 2012.
Ribbink, D., Riel, A. C. R. v., Liljander, V., & Streukens, S. 2004. Comfort Your Online Customer: Quality, Trust, And Loyalty On The Internet. Managing Service Quality: An International Journal, 14(6), 446-456, 2004.
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Published
2020-10-10
How to Cite
Wilis, R., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 4(3), 1061-1099. https://doi.org/10.31955/mea.v4i3.609
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