ANALISIS E-SERVICE QUALITY PADA ONLINE TRAVEL AGENCY DENGAN PENDEKATAN E-S-QUAL

AMI PUTRI HANDAYANI, . (2025) ANALISIS E-SERVICE QUALITY PADA ONLINE TRAVEL AGENCY DENGAN PENDEKATAN E-S-QUAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring meningkatnya penggunaan platform Online Travel Agency (OTA) di Indonesia, kualitas layanan digital atau e-service quality menjadi faktor penting dalam mempengaruhi pengalaman pengguna. Tujuan dari penelitian ini adalah untuk mengetahui persepsi pengguna terhadap kualitas layanan elektronik (e-service quality) pada platform Agoda. Menggunakan 4 dimensi E-S-Qual yaitu efficiency, fulfillment, system availability, dan privacy. Pengumpulan data dilakukan dengan metode kuesioner yang dibagikan secara daring. Populasi pada penelitian ini yaitu pengguna aplikasi Agoda yang tinggal di Jabodetabek. Diperoleh sampel sebanyak 126 responden sesuai kriteria penelitian. Uji Instrumen dilakukan menggunakan software SPSS versi 26 untuk uji validitas dan reliabilitas. Data di olah dengan teknik Analisis Deskriptif, TESQ, dan Importance Performance Analysis (IPA). Dimensi Efficiency perlu menjadi fokus utama dalam upaya perbaikan layanan Agoda. Seluruh dimensi E-S-Qual pada aplikasi Agoda memiliki nilai gap positif, yang berarti layanan telah memenuhi harapan pengguna. Analisis Importance-Performance menunjukkan bahwa sebagian besar atribut berada di Kuadran II (layanan baik dan perlu dipertahankan), dengan satu atribut Efficiency berada di Kuadran I (prioritas perbaikan), beberapa atribut lainnya tersebar di Kuadran III dan IV dengan tingkat urgensi perbaikan yang rendah. Kata Kunci: e-service quality, online travel agency, e-s-qual, agoda *** The increasing use of Online Travel Agency (OTA) platforms in Indonesia, the quality of digital services, or e-service quality, has become an increasingly crucial factor in shaping user experience. The purpose of this study is to examine user perceptions of electronic service quality (e-service quality) on the Agoda platform, using the four E-S-Qual dimensions: efficiency, fulfillment, system availability, and privacy. Data collection was conducted through an online questionnaire. The population in this study consists of Agoda users residing in the Greater Jakarta area (Jabodetabek). A total of 126 respondents were obtained, in accordance with the research criteria. Instrument testing was conducted using SPSS version 26 for validity and reliability analysis. The data were analyzed using Descriptive Analysis, TESQ, and Importance-Performance Analysis (IPA). The Efficiency dimension should be the main focus for service improvement on Agoda. All E-S-Qual dimensions on the Agoda application show positive gap values, indicating that the services have met user expectations. The Importance-Performance Analysis shows that most attributes fall into Quadrant II (good service and should be maintained), with one Efficiency attribute in Quadrant I (high-priority for improvement), and several others distributed in Quadrants III and IV, indicating lower urgency for improvement. Keywords: e-service quality, online travel agency, e-s-qual, agoda

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. M. Edo Suryawan Siregar, S.E., M.B.A. ; 2. Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Ami Putri Handayani .
Date Deposited:	12 Aug 2025 03:36
Last Modified:	12 Aug 2025 03:36
URI:	http://repository.unj.ac.id/id/eprint/59913

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