THE RELATIONSHIP BETWEEN PERCEIVED VALUE AND E-SERVICE QUALITY TOWARDS E-LOYALTY AS MEDIATED BY E-SATISFACTION IN TIKET.COM
The rapid advancement of digital technology has led to increased competition between online travel agents (OTA) such as Tiket.com, requiring a deeper understanding of the factors that influence customer loyalty. This research examines the relationship between perceived value, e-service quality, and...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83623 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The rapid advancement of digital technology has led to increased competition between online travel agents (OTA) such as Tiket.com, requiring a deeper understanding of the factors that influence customer loyalty. This research examines the relationship between perceived value, e-service quality, and esatisfaction. This study uses tools like STP (Segmentation, Targeting, Positioning), Marketing Mix, PESTEL analysis, competitor analysis, and consumer analysis to analyze the market to develop strategic insights. Data was collected through an online survey involving 200 respondents and analyzed using PLS-SEM techniques. This research aims to understand how various dimensions of perceived value (quality, emotional, price, and social value) and e-service quality (efficiency, fulfillment, availability, and security) impact e-satisfaction, which in turn influences e-loyalty.
These findings reveal that perceived value and quality of e-services significantly influence e-satisfaction, which in turn has a strong impact on e-loyalty. Emotional value and efficiency were found to have the most significant influence on esatisfaction among the respective dimensions. Based on these insights, three strategic recommendations were proposed: collaborate with government tourism campaigns to increase visibility, launch an interactive social media campaign featuring customer testimonials and live support sessions to engage customers, and redesign the homepage with enhanced features to improve user experience. These strategies are designed to foster greater customer satisfaction and loyalty, thereby leading to sustainable business growth.
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