ANALISIS PENGARUH E-TRUST DAN ELECTRONIC SERVICE QUALITY (E SERVICE QUALITY) TERHADAP LOYALITAS KONSUMEN ONLINE TRAVEL AGENCY (OTA) DI KOTA PALEMBANG

TIRA, M. RENGGA JHODIS and Thamrin, Kemas Muhammad Husni (2023) ANALISIS PENGARUH E-TRUST DAN ELECTRONIC SERVICE QUALITY (E SERVICE QUALITY) TERHADAP LOYALITAS KONSUMEN ONLINE TRAVEL AGENCY (OTA) DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011281621100.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text RAMA_61201_01011281621100_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (13MB) | Request a copy
	Text RAMA_61201_01011281621100_0029078402_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_61201_01011281621100_0029078402_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (282kB) | Request a copy
	Text RAMA_61201_01011281621100_0029078402_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (118kB) | Request a copy
	Text RAMA_61201_01011281621100_0029078402_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (301kB) | Request a copy
	Text RAMA_61201_01011281621100_0029078402_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (15kB) | Request a copy
	Text RAMA_61201_01011281621100_0029078402_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (161kB) | Request a copy
	Text RAMA_61201_01011281621100_0029078402_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy

Abstract

This study analyzes the influence of E-Trust and Electronic Service Quality (E-Service Quality) on customer loyalty in Online Travel Agency (OTA) in Palembang City. With the increasing use of online platforms in transactions, understanding the impact of E-Trust and E-Service Quality on customer loyalty has become crucial. The multiple linear regression method was employed to analyze the relationship between variables using SPSS 25 software. The research findings reveal that an increase of 0.190 in E-Trust and 0.351 in E-Service Quality contributes to the enhancement of customer loyalty. The multiple linear regression model effectively predicts customer loyalty based on E-Trust and E-Service Quality. The t-test indicates a significant influence of E-Trust and E-Service Quality on customer loyalty, with a significance level below 0.05. The analysis of variance (ANOVA) further strengthens the significant impact of independent variables on the dependent variable. In conclusion, this study emphasizes the importance of enhancing trust and electronic service quality to strengthen customer loyalty in the OTA industry in Palembang City. Keywords : E-Trust, E-Service Quality, Consumer Loyalty, OTA, Palembang

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	E-Trust, E-Service Quality, Consumer Loyalty, OTA, Palembang
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	M. Rengga Jhodis Tira
Date Deposited:	21 Jul 2023 02:24
Last Modified:	21 Jul 2023 02:24
URI:	http://repository.unsri.ac.id/id/eprint/118925

Actions (login required)

View Item