Faktor-Faktor Yang Mempengaruhi Customer E-Loyalty pada Hotel di Batam

Lasut, Yudi Rilo (2020) Faktor-Faktor Yang Mempengaruhi Customer E-Loyalty pada Hotel di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk mengobservasi pengaruh kualitas layanan situs web terhadap e-loyalty pada hotel di kota Batam. Customer e-loyalty digunakan sebagai variable dependen dalam penelitian ini, sedangkan kualitas layanan situs web yang di dalamnya terdapat website functionality, customer experience, reputation, perceived service quality, overall customer satisfaction dan return intention. Penelitian ini memiliki 200 data sampel yang diteliti dan bersumber dari konsumen hotel yang pernah melakukan transaksi/booking hotel via situs web hotel, namun terdapat 80 data outlier, sehingga total data sampel yang diteliti adalah 120 data sampel. Hasil dari penelitian ini menunjukan adanya pengaruh signifikan positif pada website functionality terhadap perceived service quality, perceived service quality terhadap overall customer satisfaction, return intention terhadap customer e-loyalty, dan perceived service quality terhadap return intention. Penelitian ini tidak menemukan adanya pengaruh signifikan pada customer experience terhadap perceived service quality, reputation terhadap perceived service quality, overall customer satisfaction terhadap return intention, overall customer satisfaction terhadap customer e-loyalty. Serta dari hasil penelitian customer satisfaction tidak dapat dijadikan mediasi terhadap return intention, dan overall customer satisfaction tidak dapat dijadikan mediasi terhadap customer e-loyalty.--------------------------------------------This study aims to observe the effect of website quality on e-loyalty on hotels in Batam city. Customer e-loyalty is used as the dependent variable in this study, while the quality of website service in which there is website functionality, customer experience, reputation, perceived service quality, overall customer satisfaction and return intention. This study has 200 samples of data that were researched and sourced from hotel consumers who have made hotel transactions / bookings through the hotel website, but there are 80 outlier data samples, so that the total sample data studied was 120 sample data. The results of this study indicate a significant positive effect on website functionality on perceptions of service quality, perceptions of service quality on overall customer satisfaction, return intentions on customer loyalty, and perceived service quality on return intentions. This study did not find any significant effect on customer experience on perceptions of service quality, reputation on perceived service quality, overall customer satisfaction on return intentions, overall customer satisfaction on customer loyalty. And from the research results customer satisfaction cannot be used as a mediation for return intention, and overall customer satisfaction cannot be used as a mediation for customer e-loyalty.

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