ANALISIS PENGARUH PERSONAL NEED, SITE ORGANIZATION, USER FRIENDLINESS, EFFICIENCY OF WEBSITE TERHADAP E-CUSTOMER LOYALTY MELALUI ECUSTOMER SATISFACTION PADA PENGGUNA TIKET.COM DI SURABAYA

Abstract

Online Travel Agent development in Indonesia gives traveller convenience of planning their vacation, which information search transactions, bookings, and payments are done online. Online Travel Agent has great potency in Indonesia because it’s supported by the increasing number of internet user caused by cheap smartphone boom. In this research, the object is Tiket.com, one of the pioneers in Online Travel Agent industry in Indonesia that was first established by Natali Ardianto (go before Traveloka). In June 2017, BliBli.com acquired Tiket.com and changed its logo as a form of Tiket.com rebranding to make it looks fresher and more up-to-date. Finally, the author determines the research title: "Analysis of the Effect of Personal Need, Site Organization, User Friendlines, Efficiency of Website on e-Customer Loyalty Through e-Customer Satisfaction of Tiket.com Users in Surabaya". The aim of this study generally is to find out the factors that effect e-customer loyalty through e-customer satisfaction of Tiket.com users in Surabaya. This study is causal. The method used in this research is quantitative method by using AMOS to process the data. Data collection are done by spreading questionnaire to 100 respondents which respondent characteristics are 18-60 years old men and women, knowing about Tiket.com website, and have bought at least twice in Tiket.com website in last six months. The results showed that the Personal Need variable had a significant positive effect on e-Customer Satisfaction with a regression coefficient of 0.41; Site Organization variables took positive effect, but it didn’t effect significantly on e- Customer Satisfaction with a regression coefficient of 0.02; User Friendliness variable took positive effect, but it didn’t effect significantly on e-Customer Satisfaction with a regression coefficient of 0.13; Efficiency of Website variable had a significant positive effect on e-Customer Satisfaction with a regression coefficient of 0.44; e-Customer Satisfaction variable had a significant positive effect on e-Customer Loyalty with a regression coefficient of 0.67. Due to the results of this study, it could be concluded that the main recommendation for the object of research is to provide additional variations of new products, such as selling cinema tickets, adding new features like applying user experience, adding a new variety of motorcycle rental services, and adding a "basket" feature so that consumers could buy multiple products in a single transaction.