Analisis Perilaku Konsumen Terhadap Pembelian Online Tiket.Com dan Traveloka

Authors

  • Nipinoya Alesi Universitas Dian Nuswantoro
  • Maria Safitri Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Haunan Damar Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro
  • Mochammad Eric Suryakencana Wibowo Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro

Keywords:

perilaku konsumen, kepuasan pelanggan, persaingan harga, strategi penjualan, citra merek

Abstract

This study aims to analyze consumer behavior and its impact on customer satisfaction on two major online travel booking platforms in Indonesia, namely Traveloka and Tiket.com. The main variables examined include price competition, sales strategies, and brand image. Data were collected through surveys involving active users of both platforms. Statistical analysis techniques were used to examine the relationships between these variables and customer satisfaction. The results of the analysis show that price competition and sales strategies significantly influence the level of customer satisfaction. Additionally, brand image is found to play an important role as a factor that strengthens the influence of price competition and sales strategies on customer satisfaction. This research contributes to a deeper understanding of the factors influencing customer satisfaction and provides practical recommendations for Traveloka and Tiket.com in formulating more effective strategies to enhance customer satisfaction and loyalty.   Penelitian ini bertujuan untuk menganalisis perilaku konsumen dan dampaknya terhadap kepuasan pelanggan pada dua platform pemesanan perjalanan online utama di Indonesia, yaitu Traveloka dan Tiket.com. Variabel utama yang diteliti meliputi persaingan harga, strategi penjualan, dan citra merek. Data dikumpulkan melalui survei yang melibatkan pengguna aktif kedua platform tersebut. Teknik analisis statistik digunakan untuk menguji hubungan antara variabel-variabel tersebut dan kepuasan pelanggan. Hasil analisis menunjukkan bahwa persaingan harga dan strategi penjualan secara signifikan mempengaruhi tingkat kepuasan pelanggan. Selain itu, citra merek terbukti memiliki peran penting sebagai faktor yang memperkuat pengaruh persaingan harga dan strategi penjualan terhadap kepuasan pelanggan. Penelitian ini memberikan kontribusi bagi pemahaman yang lebih mendalam mengenai faktor-faktor yang mempengaruhi kepuasan pelanggan, serta memberikan rekomendasi praktis bagi Traveloka dan Tiket.com dalam menyusun strategi yang lebih efektif untuk meningkatkan kepuasan dan loyalitas pelanggan.

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Published

2024-06-25

How to Cite

Alesi, N., Safitri, M., Damar, H., & Eric Suryakencana Wibowo, M. (2024). Analisis Perilaku Konsumen Terhadap Pembelian Online Tiket.Com dan Traveloka. Jurnal Ekonomi Dan Bisnis, 3(2), 137–146. Retrieved from https://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/11233

Issue

Vol. 3 No. 2 (2024): Jurnal Ekonomi dan Bisnis

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