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

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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

Availability
Inventory Code Barcode Call Number Location Status
2307005596T118925T1189252023Central Library (Referens)Available
Detail Information
Series Title
-
Call Number
T1189252023
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xxii, 113 hlm.; Ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.810 7
Content Type
Text
Media Type
unmediated
Carrier Type
-
Edition
-
Subject(s)
Prodi Manajemen, Manajemen Pemasaran
Specific Detail Info
-
Statement of Responsibility
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No other version available

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