PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA KEMBALI PT TRAVELAPAK INDONESIA SATU

AFDHAL FAJAR DZAKY, . (2025) PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN JASA KEMBALI PT TRAVELAPAK INDONESIA SATU. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan terhadap keputusan penggunaan jasa kembali pada PT Travelapak Indonesia Satu, perusahaan jasa perjalanan wisata berbasis digital. Menggunakan teori Grönroos (2007), kualitas pelayanan diukur melalui dimensi technical quality, functional quality, dan image, sedangkan keputusan penggunaan jasa kembali diukur berdasarkan niat pelanggan untuk bertransaksi kembali (Oliver, 2015). Pendekatan kuantitatif dengan metode survei diterapkan pada 170 pelanggan yang dipilih melalui purposive sampling, dengan data dikumpulkan menggunakan kuesioner skala Likert 1–5. Analisis regresi linier sederhana menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan penggunaan jasa kembali (β = 0.815, p <0.05), dengan R² = 0.738, menjelaskan 73,8% variasi keputusan penggunaan kembali. Temuan ini sejalan dengan penelitian sebelumnya (Raharjo et al., 2021; Marina et al., 2020) dan menegaskan pentingnya keakuratan jadwal, responsivitas aplikasi, dan citra perusahaan dalam meningkatkan loyalitas pelanggan. Penelitian ini merekomendasikan PT Travelapak untuk meningkatkan kualitas teknis dan fungsional, serta memperkuat citra merek melalui komunikasi digital, untuk mengatasi penurunan transaksi dan bersaing di industri travel. Kata Kunci: Kualitas Pelayanan, Keputusan Penggunaan Jasa Kembali, PT Travelapak Indonesia Satu, Teori Grönroos, Loyalitas Pelanggan.***** ABSTRACT This study aims to analyze the effect of service quality on the decision to use services again at PT Travelapak Indonesia Satu, a digital-based travel service company. Using Grönroos' (2007) theory, service quality is measured through the dimensions of technical quality, functional quality, and image, while the decision to reuse services is measured based on customer intention to transact again (Oliver, 2015). A quantitative approach with a survey method was applied to 170 customers selected through purposive sampling, with data collected using a 1-5 Likert scale questionnaire. Simple linear regression analysis shows that service quality has a positive and significant effect on reuse decisions (β = 0.815, p < 0.05), with R² = 0.738, explaining 73.8% of variation in reuse decisions. This finding is in line with previous research (Raharjo et al., 2021; Marina et al., 2020) and confirms the importance of schedule accuracy, application responsiveness, and company image in increasing customer loyalty. This study recommends PT Travelapak to improve technical and functional quality, as well as strengthen brand image through digital communication, to overcome the decline in transactions and compete in the travel industry. Keywords: Service Quality, Service Reuse Decision, PT Travelapak Indonesia Satu, Grönroos Theory, Customer Loyalty.

Item Type:	Thesis (Sarjana)
Subjects:	Ilmu Sosial > Pariwisata
Divisions:	FIS > D IV Usaha Perjalanan Wisata
Depositing User:	Users 29514 not found.
Date Deposited:	13 Aug 2025 06:51
Last Modified:	13 Aug 2025 06:51
URI:	http://repository.unj.ac.id/id/eprint/60693

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