ANALISIS PENGARUH EFFICIENCY, SYSTEM AVAILABILITY, FULFILLMENT, DAN PRIVACY TERHADAP PERCEIVED VALUE DAN CUSTOMER LOYALTY PELANGGAN TRAVELOKA DI SURABAYA

Abstract

In the present, the Tourism industry is growing rapidly. One factor supporting tourism is the facility of online travel agencies. In the generation of the 2000s, tourist locations in Indonesia is largely dominated by tourists who are classified as generation y and z, where generations y and z are very eloquent of making use of the Internet and wants everything very practical and fast. In order to survive in the competition, every online travel agency need to improve customer loyalty. This research is aimed to analyze the influence of variables: Efficiency, System Availability, Fulfillment, Privacy on Perceived Value in an effort to increase customer loyalty of Traveloka online travel agency’s customers in Surabaya. The samples used in this research are the men and women in the city of Surabaya that are aware of Traveloka’s website and have made the purchase of airplane tickets or made a reservation of hotel rooms in Traveloka with minimal transaction 2 (two) times within 1 (one) last year, aged 18-60 years, a number of 136 respondents. The Statistical Product and Service Solutions (SPSS) 22.0 software was used for processing and analyzing the data in this research. The results showed that the influence of Perceived Value on Customer Loyalty has the highest value of regression coefficient with a value of 0.678, and Perceived Value gives positive and significant impact on customer loyalty. The influence the Fulfillment towards the Perceived Value has the second highest regression coefficient with a value of 0.277, and Fulfillment gives positive and significant effect toward Perceived value. The influence of Efficiency on Perceived Value has third highest regression coefficient with a value of 0.207, and Efficiency gives positive and significant impact on Perceived Value. The influence of System Availability on Perceived Value has the fourth highest regression coefficient with a value by 0.178, and System Availability gives positive but not significant effect on Perceived Value. The influence of Privacy on Perceived Value has the lowest regression coefficient with a value of 0.077, and the Privacy gives positive but not significant to the Perceived Value.