ANALYSIS OF SERVICE QUALITY INFLUENCE ON ECOMMERCE CUSTOMER SATISFACTION (CASE STUDY TRAVELOKA)
Business information technology in the field of so-called e-commerce, one of the e-commerce with a form of Online Travel Agents (OTA) is Traveloka. Industry Online Travel Agents (OTA) has stiff competition, which makes industrial Online Travel Agent must provide more value to consumers to increase the level of satisfaction, one of them using the service quality. The independent variable of this research is reliability (X1), assurance (X2), responsiveness (X3), empathy (X4), and tangible (X5), which adopted from the theory of service quality, while the dependent variable in this study is Traveloka customer satisfaction (Y1 ). Object of this research is a service on Online Travel Agents (OTA) Traveloka. Methods of data collection is done by distributing questionnaires to the 300 respondents. The data in this study obtained from questionnaires distributed online, for then analyzed using SPSS. Based on results, regression formula Y = 0,199 X1 + 0.135 X2 + 0.184 X3 + 0.045 X5+ 0,388 X5. Variable tangible become the most influential variable with a regression coefficient 0.388. Online Travel Agent Traveloka expected to maintain the service quality to increase customer satisfaction levels.