ANALISIS FAKTOR YANG MEMBENTUK KONSUMEN MENGGUNAKAN LAYANAN ONLINE TRAVEL AGENT MELALUI TRAVELOKA

Abstract

Abstrak: Traveloka merupakan salah satu situs layanan Online Travel Agent yang sedang populer di kalangan masyarakat Indonesia. Tujuan Penelitian ini adalah untuk mengetahui faktor apa saja yang membentuk konsumen menggunakan layanan Online travel Agent melalui Traveloka. Penelitian ini menggunakan sepuluh variabel yaitu Information Quality, Service Quality, System Quality, Perceived Convenience, Perceived Value, Perceived Merchandise, Customer’s Satisfaction in E-Commerce, Trust, Harga, Ease of Use. Penelitian termasuk penelitian deskriptif dengan menggunakan pendekatan kuantitatif dan menggunakan metode analisis faktor, dengan jumlah responden sebanyak 385 responden, pengambilan sample menggunakan teknik purposive sampling. Hasil dari penelitian ini terbentuk 4 (empat) faktor, Information and System Quality, Kepuasan Penggunaan Produk dan kontribusi sebesar, Service Quality, dan Kesesuaian Harga. Berdasarkan hasil tersebut disimpulkan faktor yang paling dominan dalam penelitian faktor apa saja yang membentuk konsumen menggunakan layanan Online Travel Agent melalui Traveloka adalah faktor Information and System Quality.

Kata Kunci: Analisis Faktor, Online Travel Agent, Traveloka

Abstract: Traveloka is one of the Online Travel Agent service sites that are popular among Indonesians. The purpose of this study is to find out what factors that forming the consumers in using the Online Travel Agent service through Traveloka. This study uses ten variables, namely Information Quality, Service Quality, System Quality, Perceived Convenience, Perceived Value, Perceived Merchandise, Customer's Satisfaction in E-Commerce, Trust, Price, and Ease of Use. This research included in the descriptive research using a quantitative approach and using factor analysis methods, with 385 respondents, and samples taken by using purposive sampling technique. The results of this study formed 4 (four) factors, Information and System Quality, Satisfaction of Product Use factor, Service Quality, and Price Compatibility. Based on these results, it can be concluded that the most dominant factor in the research of what factors that shape consumers using the Online Travel Agent service through Traveloka is the Information and System Quality factor.

Keywords: Factor Analysis, Online Travel Agent, Traveloka