Pengaruh E-Service Quality, Brand Image, dan Harga Terhadap Loyalitas Pelanggan Online Travel Agency Tiket.Com
Authors: Wibisono Bayu Adji 
Published: December 2024

This research is a quantitative study that aims to determine the effect of e-service quality, brand image, and price on customer loyalty of online travel agency (OTA) tiket.com in Semarang City. The population in this study were users of OTA tiket.com services in the Semarang City area. The sample collected was 155 respondents, with purposive sampling technique. Sample collection was done through Google form. Data analysis techniques are descriptive analysis and inferential analysis with the Partial Least Square Structural Equation Modeling (PLS-SEM) method using SmartPLS 3.0 software. The results prove that e-service quality has a positive and significant effect on customer loyalty, with a path coefficient value (O = 0.271). Brand image has a positive and significant effect on customer loyalty, with a path coefficient value (O = 0.404). Price has a positive and significant effect on customer loyalty, with a path coefficient value (O = 0.294). It can be concluded that e-service quality, brand image, and price have a positive and significant effect on customer loyalty. The researcher`s suggestion for the tiket.com company is to continue to maintain and improve the quality of electronic services in order to form a good reputation in the minds of customers, and set prices in accordance with customer capabilities to increase overall customer loyalty. In addition, the tiket.com company also needs to reduce the number of customer complaints by handling problems faced by customers.

Penelitian ini merupakan penelitian kuantitatif yang bertujuan untuk mengetahui pengaruh e-service quality, brand image, dan harga terhadap loyalitas pelanggan online travel agency (OTA) tiket.com di Kota Semarang. Populasi dalam penelitian ini adalah pengguna layanan OTA tiket.com di wilayah Kota Semarang. Sampel yang dikumpulkan sebanyak 155 responden, dengan teknik pengambilan sampel purposive sampling. Pengumpulan sampel dilakukan melalui google form. Teknik analisis data berupa analisis deskriptifdan analisis inferensial dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS 3.0. Hasil penelitian membuktikan bahwa e-service quality berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan nilai koefisien jalur (O=0,271). Brand image berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan nilai koefisien jalur (O=0,404). Harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan dengan nilai koefisien jalur (O=0,294). Dapat disimpulkan bahwa e-service quality, brand image, dan harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Saran peneliti terhadap perusahaan tiket.com ialah terus mempertahankan dan meningkatkan kualitas layanan elektronik agar terbentuk reputasi yang baik di benak pelanggan, sertamenetapkan harga yang sesuai dengan kemampuan pelanggan untuk meningkatkan loyalitas pelanggan secara menyeluruh. Selain itu, perusahaan tiket.com juga perlu mengurangi jumlah keluhan pelanggan dengan cara menangani permasalahan yang dihadapi oleh pelanggan.