PENGARUH HARGA, E-SERVQUAL, DAN KEMUDAHAN DALAM PENGGUNAAN APLIKASI ONLINE TRAVEL AGENT (OTA) TERHADAP LOYALITAS PENGGUNA APLIKASI OTA DI SURABAYA

Sabella Surya Susanto(1*), Jessica Audrey Indrawan(2), Deborah Christine Widjaja(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh dari harga, E-Servqual, dan kemudahan terhadap loyalitas pengguna OTA dalam pemesanan hotel di Surabaya. Tekhnik pengambilan sampel menggunakan metode non-probability sampling dengan jumlah sampel sebanyak 120 responden. Hasil penelitian menunjukkan bahwa semua variabel (harga, E-Servqual, dan kemudahan) berpengaruh signifikan terhadap loyalitas dan variabel kemudahan merupakan variabel yang paling dominan yang mempengaruhi loyalitas pengguna dalam melakukan reservasi hotel melalui aplikasi OTA.
Kata kunci: Harga, E-Servqual, kemudahan, loyalitas, Online Travel Agent (OTA)
Abstract: This study is intended to dicover the effect of price, E-Servqual, and ease of use towards the loyalty of OTA application users to reserve a hotel room in Surabaya. The sampling technique using non-probability sampling method with sample size of 120 respondent. The result of this study shows that all variables (price, E-Servqual, and ease of use) have a significant effect towards loyalty and ease of use has the strongest effect that influence the loyalty of users to make a hotel room reservastion through OTA application.
Keyword: Price, E-Servqual, ease of use, loyalty, Online Travel Agent (OTA)


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