Pengaruh Persepsi Harga, Kemudahan Penggunaan Aplikasi, dan Review Pengguna Terhadap Niat Beli Ulang Traveloka di Sidoarjo

Marko Irawan, Jahroni Jahroni

Sari


Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kemudahan penggunaan aplikasi, dan review pengguna terhadap niat beli ulang Traveloka di Sidoarjo. Mengingat semakin pesatnya perkembangan industri pariwisata dan peran penting teknologi dalam mendukung layanan pariwisata, penting untuk memahami faktor-faktor yang mempengaruhi niat beli ulang konsumen terhadap platform pemesanan perjalanan online seperti Traveloka. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 125 responden yang pernah menggunakan aplikasi Traveloka di Sidoarjo. Analisis data dilakukan menggunakan teknik regresi linier berganda untuk menguji pengaruh variabel independen (persepsi harga, kemudahan penggunaan aplikasi, dan review pengguna) terhadap variabel dependen (niat beli ulang). Hasil penelitian menunjukkan bahwa persepsi harga, kemudahan penggunaan aplikasi, dan review pengguna memiliki pengaruh positif dan signifikan terhadap niat beli ulang Traveloka. Persepsi harga yang kompetitif dan transparan, kemudahan penggunaan aplikasi yang intuitif dan user-friendly, serta review pengguna yang positif berkontribusi secara signifikan dalam meningkatkan niat beli ulang konsumen. Implikasi dari penelitian ini adalah bahwa perusahaan seperti Traveloka perlu memperhatikan faktor-faktor tersebut untuk meningkatkan loyalitas pelanggan. Strategi pemasaran yang efektif, peningkatan kualitas aplikasi, dan pengelolaan ulasan pengguna yang baik dapat menjadi kunci keberhasilan dalam mempertahankan dan meningkatkan basis pelanggan.

 

Kata Kunci: Persepsi Harga, Kemudahan Penggunaan Aplikasi, Review Pengguna, Niat Beli Ulang, Traveloka, Sidoarjo.


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DOI: https://doi.org/10.37531/yum.v8i3.9590

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