Kualitas Pelayanan Fasilitas Electronic Ticketing Dan Komitmen Pelanggan Terhadap Website: Studi Pada Sistem Penjualan Pengguna Layanan Website M-Tix Cinema Xxi
NUGRAHA, MUHAMMAD WAHYUDI ARI (Adv.: Sumiyana, Dr., M.Si., Akt.), Sumiyana, Dr., M.Si., Akt.
Penelitian ini dilakukan untuk menganalisis dimensi dari Electronic Service Quality dan Technology Acceptance Model (TAM) pada website Cinema XXI dan bagaimana dimensi tersebut mempengaruhi komitmen pelanggan terhadap website (site commitment) dengan penilaian manfaat (relational benefit) dan kepuasan pelanggan (customer satisfaction). Pengukuran komitmen pelanggan terhadap website diukur dengan menggunakan website design, reliability, responsiveness, trust, personalization, ease of use, perceived usefulness, perceived enjoyment, relational benefit, customer satisfaction, dan site commitment. Data penelitian dianalisis dengan menggunakan Structural Equation Model (SEM) yaitu dengan bantuan aplikasi AMOS 19. Responden dalam penelitian ini adalah pelanggan pengguna layanan M-Tix Cinema XXI yang pernah menggunakan fasilitas layanan M-Tix berbasis website.
Hasil penelitian ini menemukan bahwa (1) variabel Electronic Service Quality dan Technology Acceptance Model (TAM) memiliki hubungan positif terhadap customer satisfaction pada website, (2) variabel Electronic Service Quality dan Technology Acceptance Model (TAM) memiliki hubungan positif terhadap relational benefit, (3) relational benefit secara positif memoderasi hubungan antara variabel Electronic Service Quality dan Technology Acceptance Model (TAM) terhadap site commitment pada website.
This research was conducted to analyze dimensions of Electronic Service Quality and Technology Acceptance Model (TAM) on the webstie Cinema XXI and how it affects customer’s commitment through two routes—perceived relational benefits and satisfaction. Measurement of customer’s commitment to the website was measured using a website design, reliability, responsiveness, trust, personalization, ease of use, perceived usefulness, perceived enjoyment, relational benefits, customer satisfaction, and site commitment. Data analysis was performed with the Structural Equation Model (SEM) using AMOS 19. Respondents in this research were customers of M-Tix Cinema XXI who have been using the M-Tix website.
The result of this study showed that (1) variables of Electronic Service Quality and Technology Acceptance Model (TAM) are significant predictors of customerÂ’s satisfaction on the website, (2) variables of Electronic Service Quality and Technology Acceptance Model (TAM) has a positive relationship on relational benefits, (3) relational benefits positively moderate the relationship between the dimensions of Electronic Service Quality and Technology Acceptance Model (TAM) on the site commitment on the website.
Kata Kunci : Electronic Ticketing, M-TIX, Electronic Service Quality, SERVQUAL, Technology Acceptance Model (TAM), Site Commitment, Structural Equation Model (SEM),
