The Determinants of Key Antecedents of Customer Satisfaction, Trust and Loyalty Toward E-Commerce of Airline Industry in Indonesia

OHSY CAHYANINGRUM ULFAH, Dr. Bernadius Maria Purwanto, MBA.

2013 | Skripsi | MANAJEMEN

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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 : airline industry, customer trust, e-commerce, online tickets.