Memperkuat Loyalitas Elektronik Melalui Kualitas Layanan Elektronik Dan Nilai Pengalaman Pada Platform Perjalanan Digital
DOI:
https://doi.org/10.58191/jomel.v5i1.349Kata Kunci:
kualitas layanan elektronik, nilai pengalaman kognitif, nilai pengalaman hedonik, loyalitas elektronik, platform perjalanan digitalAbstrak
Platform perjalanan digital telah secara signifikan mengubah industri pariwisata, mengubah perilaku konsumen dan proses penyediaan layanan. Penelitian ini bertujuan untuk menguji peran kualitas layanan elektronik (e-service quality) dalam memengaruhi nilai pengalaman kognitif dan hedonis, serta dampaknya terhadap loyalitas elektronik (e-loyalty) pada platform perjalanan digital. Data dikumpulkan melalui kuesioner terstruktur dari 66 responden yang memiliki pengalaman menggunakan platform seperti Traveloka, Booking.com, dan Tiket.com. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) untuk menguji hipotesis yang diajukan. Hasil penelitian menunjukkan bahwa kualitas layanan elektronik berpengaruh positif dan signifikan terhadap nilai pengalaman kognitif dan hedonis, di mana nilai kognitif memiliki pengaruh yang lebih kuat. Selain itu, nilai pengalaman kognitif dan hedonis juga memiliki pengaruh positif terhadap loyalitas elektronik, dengan nilai kognitif memberikan dampak yang lebih besar. Temuan ini menekankan pentingnya nilai pengalaman dalam menjembatani hubungan antara kualitas layanan elektronik dan loyalitas pelanggan, serta perlunya platform perjalanan digital memberikan pengalaman fungsional dan emosional untuk mempertahankan pelanggan. Penelitian ini berkontribusi pada literatur dengan mengintegrasikan nilai pengalaman kognitif dan hedonis sebagai faktor pendorong loyalitas elektronik. Implikasi praktis mencakup perlunya platform perjalanan digital untuk berinvestasi dalam teknologi canggih, seperti layanan personalisasi dan antarmuka pengguna yang ditingkatkan, guna mengoptimalkan pengalaman pelanggan.Referensi
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