Sistem Online to Offline (o2o) pada Bisnis Ota di Batam

Afriyanty, Shintya (2020) Sistem Online to Offline (o2o) pada Bisnis Ota di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penulis melakukan penelitian ini atas dasar tujuan untuk menganalisa serta mengetahui komponen-komponen yang memiliki pengaruh terhadap minat konsumen melalui kepuasan yang telah dirasakan konsumen sebelumnya terhadap sistem bisnis online to offline (O2O). Objek penelitian ini memilih Online Travel Agency atau lebih dikenal dengan OTA untuk penerapan sistem bisnis online to offline. Variabel independen yang digunakan pada objek penelitian yang dilaksanakan yaitu system quality, information quality, service quality, functional value, emotional value, social value dan monetary value. Variabel mediasi yang digunakan yaitu variabel satisfaction dan variabel dependen yang digunakan yaitu variabel intention. Pada penelitian ini, penulis menggunakan metode eksplanatori dengan pendekatan kuantitatif dalam melakukan pengumpulan data responden. Penulis menyebarkan sebanyak 435 kuesioner yang kemudian mendapatkan pengembalian sebanyak 410 kuesioner yang valid sehingga dapat digunakan untuk melaksanakan penelitian ini. Kuesioner disebarkan ke masyarakat kota Batam dengan melakukan pemilahan diawal dengan mengisi pertanyaan yang menyatakan bahwa responden merupakan pengguna Online Travel Agency. Data yang valid diolah dengan menggunakan PLSSEM (partial least square structural equation modeling). Hasil penelitian yang telah dilaksanakan ini menunjukkan bahwa variabel system quality berpengaruh signifikan positif terhadap intention melalui satisfaction. Variabel information quality berpengaruh signifikan positif terhadap intention melalui satisfaction. Variabel service quality berpengaruh signifikan positif terhadap intention melalui satisfaction. Variabel functional value berpengaruh tidak signifikan terhadap intention melalui satisfaction. Variabel emotional value berpengaruh signifikan positif terhadap intention melalui satisfaction. Variabel social value berpengaruh tidak signifikan terhadap intention melalui satisfaction. Variabel monetary value berpengaruh tidak signifikan terhadap intention melalui satisfaction. ********************************************************************** The writer conducted this research to analyze and find out the components influencing consumer interest through satisfaction felt by them before concerning Online to Offline business system (O2O). The object of this research was the Online Travel Agency or better known as OTA for the application of O2O business systems. The independent variables used in the object of research carried out are system quality, information quality, service quality, functional value, emotional value, social value and monetary value. Mediation variables used were satisfaction variables and the dependent variable used was intention variable. In this study, the writers used an explanatory method with a quantitative approach in collecting respondent data. The writer distributed 435 questionnaires which later returned 410 valid questionnaires accordingly it could be used to carry out this research. Questionnaires were distributed to the people of Batam by sorting at the beginning by filling in questions stating that respondents were users of the Online Travel Agency. Valid data was processed using PLSSEM (partial least square structural equation modeling). The results of the research carried out show that the system quality variable has significant positive effect on intention through satisfaction. Information quality variable has significant positive effect on intention through satisfaction. Service quality variable has significant positive effect on intention through satisfaction. The functional value variable has no significant effect on intention through satisfaction. The emotional value variable has significant positive effect on intention through satisfaction. Variable social value does not have significant effect on intention through satisfaction. Monetary variable does not have significant effect on intention through satisfaction.

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