The Determinants of Key Antecedents of Customer Satisfaction, Trust and Loyalty Toward e Commerce of Airline Industry in Indonesia
ULFAH, OHSY CAHYANINGRUM (Adv.: B.M. Purwanto, Dr., M.B.A.), B.M. Purwanto, Dr., M.B.A.
Mengelola kepercayaan, kepuasan, dan loyalitas pelanggan dalam layanan e-commerce saat ini sangatlah penting bagi pertumbuhan perusahaan jangka panjang. Penelitian sebelumnya menunjukkan bahwa perusahaan e-commerce saat ini mengalami kesulitan dalam mempertahankan loyalitas pelanggan karena adanya pertumbuhan yang pesat di aplikasi e-commerce bisnis terhadap pelanggan. Penelitian ini merupakan penelitian metode kuantitatif yang bertujuan untuk mengetahui factor-faktor penentu anteseden kunci kepuasan, kepercayaan, loyalitas pelanggan terhadap e-commerce dari industri penerbangan di Indonesia. Penelitian ini merupakan replikasi dari penelitian sebelumnya yang berjudul “Determinants of E-commerce Customer Satisfaction, Trust, and Loyalty in Saudi Arabia” oleh Mustafa tahun 2011. Subjek dalam penelitian ini adalah warga negara Indonesia yang pernah melakukan pembelian tiket pesawat melalui website resmi milik maskapai penerbangan. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dengan menyebarkan kuisioner secara online. Responden diharuskan mahasiswa atau mahasiswi yang sedang melakukan studinya di universitas manapun di Indonesia. Hasil dari penelitian ini menunjukkan bahwa semua variabel yang menjadi faktor kunci berkaitan erat dengan kepuasan pelanggan dan kepercayaan pelanggan. Namun, hasil menyatakan bahwa variabel promosi tidak berkaitan dengan kepercayaan pelanggan. Hasil menyatakan bahwa kepuasan dan kepercayaan pelanggan sangat terkait dengan e-commerce loyalitas pelanggan di industri maskapai penerbangan Indonesia.
Managing customer trust, satisfaction, and loyalty of e-commerce services is very important for the long-term growth of many businesses. Previous research has shown e-commerce company experience difficulty maintaining customer loyalty because of the recent rapid growth in Business to Customer e-commerce applications. This research is a quantitative study aimed to investigate the determinants of key antecedents of customer satisfaction, trust and loyalty toward e-commerce of airline industry in Indonesia. This study is a replication of the previous study entitled “Determinants of E-commerce Customer Satisfaction, Trust, and Loyalty in Saudi Arabia” by Mustafa in 2011. The subject in this research is Indonesia citizen who ever experienced purchased online ticket through official airline website. The data used in this study is primary data obtained by spreading online survey respondents to the criteria of the respondents were undergraduate students that ever experience purchased online ticket of Airline in Indonesia. The findings of this study show that all of the key factors (user interface quality, information quality, perceived security, perceived privacy, perceived price and perceived promotion) are strongly related to customer satisfaction and customer trust except perceived promotion. Perceived promotion is weakly related to customer trust. However, both e-commerce customer satisfaction and customer trust was found that strongly related to e-commerce customer loyalty of Airline industry in Indonesia.
Kata Kunci : e-commerce maskapai penerbangan, kepercayaan pelanggan, kepuasan pelanggan, loyalitas pelanggan, B2C e-commerce, airline e-commerce, customer trust, customer satisfaction, customer loyalty
