ANTESENDEN PERCEIVED WEBSITE SERVICE QUALITY: STUDI KASUS KONSUMEN E-TICKETING

Muhammad Ikhsan Fifaldyovan, Sumardi Sumardi

Abstract


Persaingan jasa pelayaran yang semakin kompetitif mendorong penggunaan kemajuan teknologi informasi sebagai salah satu inovasi dalam strategi pemasaran. Website service quality masih menjadi tantangan perusahaan-perusahaan pelayaran yang diindikasikan dengan keluhan atau ulasan negatif. Penelitian ini bertujuan untuk mengidentifikasi antesenden dari perceives website service quality. Penelitian menggunakan pendekatan kuantitatif dengan subjek sebanyak 127 konsumen yang melakukan pembelian e-ticketing di website PT X di Semarang, yang diperoleh secara purposive sampling. Data dikumpulkan menggunakan kuesioner dan kemudian dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian adalah Website Functionality berpengaruh positif terhadap Perceived Service Quality; personalization/customization berpengaruh positif terhadap perceived service quality; dan reputation berpengaruh positif terhadap perceived service quality. Manajemen perusahaan perlu memahami proses pembentukan perceived service quality sehingga dapat mengembangkan strategi pemasaran yang tepat untuk mengakomondasi kebutuhan/keinginan konsumen.  


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DOI: https://doi.org/10.62826/muara.v7i2.89

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