the influence of e-service quality, brand image and …

THE INFLUENCE OF E-SERVICE QUALITY, BRAND IMAGE AND PRICE

TOWARDS CUSTOMER SATISFACTION AND THE IMPACT ON

CUSTOMER LOYALTY (Case Study of Traveloka.com)

By:

Fajar Sugiarto

1112081100007

MANAGEMENT DEPARTEMENT

INTERNATIONAL CLASS PROGRAM

THE FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

1437 H/2017

vi

CURRICULUM VITAE

CONTACT INFORMATION

Name : Fajar Sugiarto

Home Address : Jalan Menjangan No. 43 RT 04 RW 01, Pondok Ranji,

Ciputat Timur, Tangerang Selatan

Cell Phone : 08881102202

Email Address : [email protected]

PERSONAL INFORMATION

Place/ Date of Birth : Banyumas, December 14, 1994

Citizenship : Indonesian

Sex : Male

Religion : Islam

EDUCATION

2006-2009 : SMPN 3 Tangerang Selatan

2009-2012 : SMAN 4 Tangerang Selatan

2012-2017 : UIN Syarif Hidayatullah Jakarta

ORGANIZATIONAL EXPERIENCE

2015-NOW : Head Division of Public Relation Karang Taruna Menjangan

Wahid

mailto:[email protected]

vii

ABSTRACT

The purpose of this research is to analyze the influence of e-service quality,

brand image, and price toward customer satisfaction and the impact on customer

loyalty at traveloka.com. This type of research is quantitative. The data source of this

research is the primary data by sampling traveloka.com customers. Data is collected

using accidental sampling with customers spread to 100 respondents traveloka.com.

The method of this research is path analysis. The results showed that: e-

service quality significantly influence on customer satisfaction directly (2) brand

image significantly influence on customer satisfaction directly (3) price significantly

influence on customer satisfaction directly (4) e-service quality significantly influence

on customer loyalty directly (5) brand image significantly influence on customer

loyalty directly (6) price significantly influence on customer loyalty directly

(7)customer satisfaction significantly influence on customer loyalty directly. Based

on the result of F test variable e-service quality, brand image, price, and customer

satisfaction has significant influence simultaneously on customer loyalty. The most

dominant variable is the variable e-service quality where t test is highest among

other variables.

Keyword: E-Service Quality, Brand Image, Price, Customer Satisfaction, Customer

Loyalty

viii

ABSTRAK

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh elektronik

kualitas pelayanan, citra merek, dan harga terhadap kepuasan pelanggan dan loyalitas

pelanggan pada Traveloka.com. Jenis penelitian ini adalah kuantitatif. Sumber data

penelitian ini merupakan data primer dengan mengambil sampel pelanggan

traveloka.com. Pengumpulan data dilakukan menggunakan accidental sampling

dengan menyebarkan kepada 100 responden pelanggan Traveloka.com.

Penelitian ini menggunakan metode analisis jalur. Hasil temuan dari

penelitian ini menunjukkan bahwa : (1) elektronik kualitas pelayanan berpengaruh

signifikan terhadap kepuasan pelanggan secara langsung (2) citra merek berpengaruh

signifikan terhadap kepuasan konsumen secara langsung (3) harga berpengaruh

signifikan terhadap kepuasan pelanggan secara langsung (4) elektronik kualitas

pelayanan berpengaruh signifikan terhadap loyalitas pelanggan secara langsung (5)

citra merek berpengaruh signifikan terhadap loyalitas pelanggan secara langsung (6)

harga berpengaruh signifikan terhadap loyalitas pelanggan secara langsung (7)

kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Berdasarkan hasil uji

kualitas F variabel e-service, citra merek, harga, dan kepuasan pelanggan memiliki

pengaruh signifikan secara simultan terhadap loyalitas pelanggan. Variabel yang

paling dominan adalah kualitas e-service variabel mana uji t adalah tertinggi di antara

variabel lain.

Kata Kunci: Elektronik Kualitas Pelayanan, Citra Merek, Harga, Kepuasan

Pelanggan, Loyalitas Pelanggan.

ix

FOREWORD

Assalamualaikum Wr. Wb

Alhamdulillahhirabil alamin, I would say thanks to ALLAH SWT for all his

gift and favor. Best regards also to prophet Muhammad SAW for being role model to

me. So that I can complete this thesis to attain a Bachelor of Economy Degree in UIN

Syarid Hidayatullah Jakarta.

In the process of drafting and preparation of this thesis author realized that

thesis is far from perfect, because the perfection just only ALLAH SWT, but with

effort, hard work, prayers, and never ending support given by families, girlfriend’s,

friends, and faculty supervisor. I say thanks to the people who have helped me in the

preparation of thesis :

1. Thank you so much to my mother Tuti and my father Ahmad C. Halimi and

my sister Novita Putri that always give me support and prayers that never stop

during this time. Thanks for reminder me, helping me, caring me, and teach

me how to patient. Without prayers and support you are, I was nothing in this

world. Thanks for everything. I always love you all.

2. Mr. Dr. M. Arief Mufraini, Lc., MSi as Dean of the Faculty of Economics and

Business of UIN Syarif Hidayatullah Jakarta.

3. Ms. Dr. Ir. Muniaty Aisyah, MM as my supervisor, thank you so much for

your recommendation, advice, time, and knowledge during guiding to finish

my thesis.

4. All the Lecturers and Employees of Faculty Economics and Business UIN

Syarif Hidayatullah Jakarta to teach me all of subjet about economy and

business

5. Ms. Komalasari, thank you so much for motivation that you give to me during

finish my thesis.

x

6. My beloved Hafizah Oktavia Habsari, thank you so much for your big

supporting me, time, and always beside me in every moment, and helping me

to finish this thesis and the true love from the deep of heart.

7. Radit, Priyo, Fais, Novian, Reza, Syafiq, Azka, Diah, Dita, Eva, Hadyan,

Zakaria, Mohsen, Odi, Diko, Lia, Siti as my friends in International Program

2012. I will missed every we spent together and I will missed you guys. We

can achieve our dreams and our friendship will continue forever.

8. Mr. Yaser Arafat and Mr. Aditya Yuda thank you for your inspiration,

reminder me, support me, and thanks to willing hear all those stories.

9. Mr. Hasan thank you for your inspiration, time, and helping me during finish

my thesis

10. Basis Bank Mini thanks for every moment you given to me guys, I will never

forget every joke we have. Success for all of you guys.

11. Senior and Junior of International Program that I have missed the moment

when we were spent together and all the memories ever undertaken when it

became a class mate.

Finally, the author expect for any critics and suggestion that could improve

the content of this thesis, the author hopes to that the thought provoking contributions

can give benefit to the reader, hopefully this thesis could be worthwhile for all of us.

Amin

Jakarta, March 2017

Fajar Sugiarto

xi

LIST OF CONTAINS

COVER

ACCEPTANCE LETTER ............................................................................ i

CERTIFICATION OF COMPREHENSIVE EXAM SHEET ................. ii

CERTIFICATION OF THESIS EXAM SHEET ...................................... iii

STATEMENT OF AUTHENTICITY SCIENTIFIC WORK .................. iv

CURICULUM VITAE .................................................................................. v

ABSTRACT .................................................................................................... vi

ABSTRAK ..................................................................................................... vii

FOREWORD ................................................................................................. viii

CONTENT ..................................................................................................... x

LIST OF TABLE .......................................................................................... xiii

LIST OF FIGURE ........................................................................................ xv

CHAPTER I BACKGROUND

A. Research Background ........................................................ 1

B. Problem Formulation ......................................................... 7

C. Objectives and Benefit Research ...................................... 8

1. Research Objectives .................................................... 8

2. Research Benefit ......................................................... 9

CHAPTER II LITERATUR REVIEW

A. Consumer Behavior ............................................................ 10

1. Definition Consumer Behavior .................................... 10

2. Consumer Behavior Model ......................................... 11

3. Factors Affecting Consumer Behavior ........................ 13

B. Customer Satisfaction ....................................................... 17

1. Definition Customer Satisfaction ................................ 17

2. Factor of Customer Satisfaction .................................. 18

3. Measurement of Customer Satisfaction ...................... 19

C. Customer Loyalty .............................................................. 22

xii

1. Definition of Customer Loyalty .................................. 22

2. Measurement of Customer Loyalty ............................. 23

D. E-Service Quality .............................................................. 24

1. Definition of E-Service Quality .................................. 24

2. Dimension of E-Service Quality ................................. 25

E. Brand Image ...................................................................... 28

1. Definition of Brand Image ......................................... 28

2. Measurement of Brand Image ................................... 29

F. Price ................................................................................... 31

1. Definition of Price ..................................................... 31

2. Price Fixing ................................................................ 32

3. Indicator of Price ....................................................... 33

G. Previous Research ............................................................. 34

H. Theoretical Framework ..................................................... 43

I. Hypothesis ......................................................................... 44

CHAPTER III RESEARCH METHODS

A. Scope Of Research ............................................................ 47

B. Determine of Sample Method ........................................... 47

1. Population ................................................................... 47

2. Sample Technique ....................................................... 48

C. Data Collection Methods ................................................... 49

1. Primary Data ............................................................... 49

2. Secondary Data ........................................................... 50

D. Data Analysis Methods ..................................................... 50

1. Validity Test ................................................................ 51

2. Reliability Test ............................................................ 52

3. Method of Path Analysis……………………………...52

4. Hypothesis Testing……………………………............56

E. Operational Variable ......................................................... 59

CHAPTER IV ANALYSIS AND DISCUSSION

A. Overview Research Object ................................................ 64

1. History traveloka.com ................................................. 64

2. Characteristics Profile of Respondents ....................... 66

B. Research Instruments Test Result ..................................... 78

1. Data Quality Test Result ............................................. 78

2. Descriptive Statistics Test Result ................................ 85

3. Path Analysis ............................................................... 87

xiii

CHAPTER V CONCLUSION AND RECOMMENDATIONS

A. Conclusions ....................................................................... 105

B. Suggestions ....................................................................... 106

REFERENCES .............................................................................................. 109

xiv

LIST OF TABLE

Table 2.1 Previous Research ........................................................................ 34

Table 3.1 Likert Scale .................................................................................. 49

Table 3.2 Criteria Correlation Coefficient ................................................... 57

Table 3.3 Operational Variable .................................................................... 59

Table 4.1 Sample Data Research ................................................................. 66

Table 4.2 Gender Respondents .................................................................... 67

Table 4.3 Respondent’s age ......................................................................... 67

Table 4.4 Distribution of Respondents Answers Regarding the

E-Service Quality ........................................................................ 68

Table 4.5 Distribution of Respondents Answers About Brand

Image ........................................................................................... 71

Table 4.6 Distribution of Respondents Answers About Price ..................... 73

Table 4.7 Distribution of Respondents Answers About Customer

Satisfaction .................................................................................. 74

Table 4.8 Distribution of Respondents Answers About Customer

Loyalty ......................................................................................... 77

Table 4.9 Validity of Test Results E-Service Quality .................................. 79

Table 4.10 Validity of Test Results Brand Image ........................................ 80

Table 4.11 Validity of Test Results Price .................................................... 81

Table 4.12 Validity of Test Results Customer Satisfaction ......................... 82

Table 4.13 Validity of Test Results Customer Loyalty ................................ 83

Table 4.14 Reliability Test Results .............................................................. 84

Table 4.15 Descriptive Statistics Test Results Descriptive Statistics .......... 85

xv

Table 4.16 Correlation Coefficient Test ....................................................... 87

Table 4.17 Testing Interpersonal Variables ................................................. 88

Table 4.18 Structure determination coefficient I Model Summary ............. 90

Table 4.19 Coefficient of Determination Structure II Model

Summary .................................................................................... 91

Table 4.20 Variant Analysis of Structures I ANOVA ................................. 92

Table 4.21 Variant Analysis of Structures II ANOVA ................................ 94

Table 4.22 Structure I t test results Coefficientsa ......................................... 96

Table 4.23 Structural Equation I t test The influence of service

quality and perceived usefulness of the brand image .................. 99

Table 4.24 Test results t Structure II ............................................................ 100

Table 4.25 Structural Equation t test II The influence of service quality

and perceived usefulness of the brand image ............................. 104

xvi

LIST OF FIGURE

Figure 1.1 How Popular is Traveloka.com ................................................... 3

Figure 1.2 Website Rangking Competitor Traveloka.com .......................... 4

Figure 1.3 Website Traveloka.com .............................................................. 6

Figure 2.1 The Black Box Model of Consumer Behavior ........................... 12

Figure 2.2 Theoretical Framework ................................................................ 43

Figure 3.1 Path Analysis ............................................................................... 55

1

CHAPTER I

BACKGROUND

A. Research Background

In the era of modernization today many businesses began to develop

businesses that are managed off-line start towards online. It was done by

businesses to achieve effectiveness and efficiency to consumers in enjoying the

products offered by the company.

Advances in information technology make today's internet increasingly

becomes inseparable from human life in the modern era. In 2014 showed that the

number of Internet users in Indonesia amounted to 88.1 million, the figure rose

from 71.2 million in the previous year. Based on these data, it can be concluded

that the Indonesian people are already aware of the internet. (www.apjii.or.id).

According to Laudon and Laudon (2000), there are six reasons why the

Internet is so popular technology. The sixth reason is to have internet connectivity

and a wide range, can reduce communication costs, lower transaction costs, can

reduce agency costs, interactive, flexible and convenient, and has the ability to

distribute knowledge quickly.

Based on the data obtained from APJII, the internet is now a potential

business opportunity. A wide variety of activities can be done via the Internet as a

transaction of goods and services. One such business is the online travel agent.

http://www.apjii.or.id/

2

Many travel agencies that provide services purchasing air tickets with a

variety of routes online through a website or application-based. Similarly, one of

the travel agencies that is currently popular in Indonesia, namely traveloka.com.

Traveloka.com Internet Company engaged to provide services online travel agent,

pioneered began in March 2012.

The premiere of Traveloka not smoothly without any hitch. As a small startup

which pioneered a new, almost no airline would cooperate with Traveloka.

However, the team Traveloka that only eight people have never been discouraged

in developing a business and eventually Traveloka released in 2012 and can thrive

and work closely with a number of Indonesian airlines According to the Alexa

website, the website www.traveloka.com a booking sites online tickets in

Indonesia's most visited and can be seen in the following graph:

3

Figure 1.1

How Popular is Traveloka.com

Source: (www.alexa.com)

It can be seen that www.traveloka.com website to rank 92th in Indonesia as a

website popular because most frequented. Website www.traveloka.com crowned

as online ticket booking site number one in Indonesia is also due for having the

most increase in visitors compared to similar online ticket booking sites, namely

www.tiket.com, www.nusatrip.com and www.pegipegi.com. The graph similar

site visitors can be seen as follows:

http://www.alexa.com/

4

Figure 1.2

Website Ranking Competitor Traveloka.com

Source: (www.alexa.com)


5

Based on research conducted by alexa.com, online travel agent sites

Traveloka ranks 92 where the rating is a top-ranked competitors. It shows

traveloka brand image is still ahead in the appeal of its competitors.

According to Parasuraman et al (2005) E-service quality is defined as the

extent to which the web site facilitates the shopper, purchase and delivery of

efficient and effective manner. Consumers can conduct transactions without face-

to-face with service providers. E-service quality can be a strategy of the company

as it is considered to have a competitive advantage.

Kotler & Keller (2012:150), “Satisfaction is a person’s feelings of pleasure or

disappointment that result from comparing a product’s perceived performance or

outcome to expectations. If the performance falls short of expectations, the

outcome is dissatisfied. If it matches expectations, the customer is satisfied or

delighted". Based on this theory, the service provided to consumers must be in

accordance with what is desired to avoid customer dissatisfaction.

The emergences of website traveloka.com recommend the lowest price

compared to airline ticket sales agent online competitors. The cheapest price is

one of them due Traveloka not distinguish between transaction costs on

consumers so consumers only pay the ticket in the message.

From all the services provided by traveloka ranging from air tickets and

hotels, traveloka be the top ranking in the world of online booking services

business in Indonesia. Thus making researchers interested in proving whether the

6

e-service quality, brand image, price can create customer satisfaction impacting

on consumer loyalty traveloka.com or not.

Figure 1.3

Website Traveloka.com

(Source: www.traveloka.com)

Based on the above, the author tries to do some research to determine the

extent to which e-service quality, brand image, and price affect customer

satisfaction and customer loyalty by taking the title for the research that is

"INFLUENCE OF E-SERVICE QUALITY, BRAND IMAGE AND PRICE

TOWARDS CUSTOMER SATISFACTION AND THE IMPACT ON

CUSTOMER LOYALTY ( Traveloka.com). "

http://www.traveloka.com/

7

B. Problem Formulation

By watching the background information on the above problems can be

formulated research problem as follows:

1. How does the e-service quality to customer satisfaction traveloka.com online

services directly?

2. How does the brand image on consumer satisfaction traveloka.com online

services directly?

3. How does the effect of price on consumer satisfaction traveloka.com online

services directly?

4. How does the e-service quality, brand image, and price affects customer

satisfaction traveloka.com online services simultaneously?

5. How does the influence of e-service quality on customer loyalty

traveloka.com online services directly?

6. How does the brand image on customer loyalty traveloka.com online services

directly?

7. How does the price on customer loyalty traveloka.com online services

directly?

8. How does the influence of customer satisfaction on customer loyalty

traveloka.com online services directly?

9. How does the e-service quality, brand image, price, and customer satisfaction

on customer loyalty traveloka.com online services simultaneously?

8

C. Objectives and Benefit Research

1. Research Objectives

Based on the above, the purpose of this research is:

a. To determine the effect of e-service quality on customer satisfaction

traveloka.com online services directly.

b. To determine the effect of brand image on consumer satisfaction


c. To determine the effect of price on consumer satisfaction traveloka.com

online services directly.

d. To determine the effect of e-service quality, brand image, and the prices of

consumer satisfaction traveloka.com online services simultaneously.

e. To determine the effect of e-service quality on customer loyalty


f. To determine the effect of brand image to consumer loyalty traveloka.com


g. To find out the price of the service on customer loyalty traveloka.com


h. To determine the effect of customer satisfaction on customer loyalty


9

i. To determine the effect of e-service quality, brand image, price and

customer satisfaction on consumer loyalty traveloka.com online services

simultaneously.

2. Research Benefit

The expected benefits of this research are as follows:

a. For Authors

Increase knowledge and insight about the author of the world of work

in the field of online travel services and to train the technical skills the author

in analyzing a problem.

b. For Companies

1) Assist the company in knowing things into effect on consumer satisfaction

and consumer loyalty in its products.

2) to motivate the company to maintain and even improve the quality and

services online.

c. For Academics

For reading material to increase knowledge, as a reference and as

consideration for fellow students carrying out research on the influence of e-

service quality, brand image, and the price of consumer satisfaction and

consumer loyalty.

10

CHAPTER II

LITERATURE REVIEW

A. Consumer Behavior

1. Definition Consumer Behavior

Consumer behavior essentially to understand why consumers do and what

they do. Schiffman and Kanuk (2008:6) argue that studies consumer behavior

is the study of how an individual makes the decision to allocate the available

resources (time, money, effort, and energy). Consumers have a diversity of

interesting to study because it includes all individuals of all ages, cultural

backgrounds, education, and other socio-economic circumstances. Therefore,

it is important to learn how consumers behave and what factors are

influencing the behavior.

Define consumer behavior according to Kotler and Keller (2012):

Consumer behavior is the study of how individuals, groups and organizations

select, purchase, use and dispose of goods services, ideas or experiences to

satisfy their wants and needs.

Definition of consumer behavior according to Schiffman and Kanuk (2008:

6): The consumer behavior describes how individuals make the decision to

utilize their available resources (time, money, effort) to buy goods related to

consumption.

From these two notions of consumer behavior in the above can be obtained

two important things, namely: as physical activity and as a decision-making

10

process. Based on some definition mentioned above it can be concluded

that consumer behavior is all the activities, actions, as well as the

psychological processes that drive those actions in the moments before buy,

when to buy, use, spend your products and services after doing the above

things or activities evaluated.

2. Consumer Behavior Model

An understanding of the consumer behavior is not an easy thing to do,

because there are many factors that influence and mutual interaction with one

another, so that the marketing approach undertaken by a company should

really designed as possible by taking into account these factors. In addition,

marketers should be able to understand the consumer, and trying to learn how

brands behave, act and think. Although consumers have a wide range of

differences, but they also have much in common.

The marketers are required to understand the diversity and similarity of

consumers or consumer behavior so that they can market their products well.

Marketers need to understand why and how consumers make decisions

consumption, so that marketers can design better marketing strategies.

Marketers who understand consumer behavior will be able to predict how

consumers tend to react to the information it receives, so that marketers can

develop appropriate marketing strategies. No doubt those marketers that

understand the consumer will have the ability to compete better. In the

11

following sub-chapters will be explained on consumer purchasing behavior.

Kotler and Keller (2012) describe the model of consumer behavior as follows:

EXTERNAL STIMULI

BLACK BOX (BUYER’S

MIND)

RESPONSES

Marketing mix

Product

Price

Place

Promotion

Internal influence

Beliefs/attitudes/values

Learning

Motives/Leeds •Perception

Personality

Lifestyle

Purchase

Product

Brand

Source

Amount

Method of

payment

Other

Demographic

Economic

Situational

Social

Lifestyle

Decision-making process

Problem solving

Information search

Alternate evaluation

Purchase

Post purchase evaluation

No purchase

Figure 2.1

The Black Box Model of Consumer Behavior

12

3. Factors Affecting Consumer Behavior

Consumer behavior is influenced by circumstances and situations of

society in which he was born and evolves. This means the consumer comes

from society or different environments will have ratings, needs, opinions,

attitudes, and tastes different, so that decision-making in the purchase stage

will be influenced by several factors. Factors affecting consumer behavior

according to Kotler and Armstrong (2008) consisting of:

Major factor Sub-factors Description

Cultural factors

Culture Factors refer to the set of basic values,

wants and behaviours learned by a

member of a society from the family

and other important institutions.

Sub-culture Each culture contains smaller sub-

cultures. Sub-culture includes

nationalities, religions, racial groups

and geographic regions

Social class Society's relatively permanent and

ordered divisions, the members of

which share similar values, interests

13


and behaviours. Social class can be

determined by a combination of

occupation, income, education, wealth

and other variables.

Social factors Groups Group refers to 2 or more individuals who

interact to accomplish individual or

mutual goals. A person's behavior is

influenced by many small groups or

reference groups. These groups involve

family, religious groups, friends circle,

neighbor’s etc.

Family Members can strongly influence a buyer's

behavior. Marketers are interested in the

roles and influences of the husband, wife

and children on the purchase of different

products and services.

Roles & status The person's position in each group can be

defined in terms of both role & status.

Each role carries a status that is conferred

by society.

Personal factors Age & life cycle People change their purchases over their

14


stage lifetimes. Marketers define their target

markets in terms of family life-cycle stage

and develop appropriate plans and

products for each stage.

Occupation A person's occupation affects the goods

and services bought.

Economic situation A person's economic situation affects

product choice. Marketers of income-

sensitive goods should monitor trends in

personal income, savings and interest

rates.

Psychological

factors

Motivation When a consumer recognizes that they

have a need, the inner drive to fulfill the

need is called motivation. A motivated

person is ready to act.

Perception It is the process by which people select,

organize and interpret information to form

a meaningful picture of the world.

Learning When people act, they learn. Learning can

be described as changes in an individual's

behavior arising from experience.

15


Marketing mix Product It is a tangible good or an intangible

service that is mass produced or

manufactured on a large scale with a

specific volume of units.

Price The price is the amount a customer pays

for the product.

Promotion It represents all of the communications

that a marketer may use in the

marketplace. Promotion has four distinct

elements: advertising, public relations,

personal selling and sales promotion.

Placement A way of getting the product to the

consumer and/or how easily accessible it

is to consumers.

B. Customer Satisfaction

1. Definition Customer Satisfaction

Everyone knows what satisfaction is, until asked to give a definition. Then

seems nobody knows. In less technical terms we interpret this definition to

mean that satisfaction is the customer’s evaluation of a product or service in

16

terms of whether that product or service has met the customer’s needs and

expectations. Failure to meet needs and expectations is assumed to result in

dissatisfaction with the product or service. (Zeithaml., et al 2006:110).

Customers have experience different levels of satisfaction or

dissatisfaction after they consume product or service which was suitable with

their expectation. Because satisfaction is the emotional condition, reaction

after bought something could be anger, dissatisfaction, aggravation, neutrality,

excitement, or enjoyment. (Lovelock and Wirght, 2007).

Customer satisfaction can be achieved only with giving high quality

service to the consumer. Good service and quality had been judged by

consumers directly from employee as a person who serve a service or also

called producer services. Because it takes some effort to improve service

quality system that had given to fulfill the desire and increasing customer

satisfaction. So, service quality was the first thing to measure improvement

customer loyalty to become something important that we have to be

considered by company in order to achieve customer satisfaction.

Service quality has a close relationship with customer satisfaction. Quality

gives a push to consumers for establish a strong relationship with the

company. In the long term, this relationship enable companies to understand

consumer expectations and needs carefully. Thus, companies can increase

customer satisfaction and at the end its satisfaction can create loyalty or

customer loyalty.

17

From the definition above customer satisfaction that have been explained

by expert, the author can make conclusion that customer satisfaction is the

expectation based on what customer perceives.

2. Factor of Customer Satisfaction

According to Rangkuti (2003:30) customer satisfaction defined as the

response of consumer to mismatch between previous importance level and the

actual performance after used. The factors that affect customer satisfaction as

follows:

a. Customer value, namely:

1) Accept customer complaint.

2) Responses customer complaint.

3) Have many types of services.

4) Give good information to customer.

b. Customer Response, namely :

1) Keep loyal for a long time.

2) Buy more when company introduce new product and renew existing

product.

3) Talk a good thing about the company product.

4) Give a little attention to brand and advertising competitor.

5) Offering the service or product ideas to company.

c. Customer perception, namely :

1) Customer feels satisfied with process and services provided.

18

2) Customers feel safe and comfortable when have a deal to company.

3) Give an advice to customer complaint either through the suggestion

box or e-mail.

3. Measurement of Customer Satisfaction

Kotler and Amstrong (2014:148) discuss several methods to measure

customer satisfaction, which are:

a. Complaint and Suggestion System

Each customer oriented service organization should provide the widest

opportunity to its customers to submit suggestion, criticism, opinions, and

their complaints. Information obtained through this method can provide new

ideas and input are valuable to the company making it possible to react

quickly and respond in overcome the problems that arise.

b. Customer Satisfaction Survey

Like in this research, company can do a survey to measure customer

satisfaction using such as questioner or by phone calls to a random sample

of their customers. Through the survey, companies will get responses and

feedback directly from customers and give a positive sign that companies

pay attention to them. Customer satisfaction survey is divided into four

categories, which are:

1) Directly report satisfaction: The respondents are being asked directly

with question in order to know if they are very satisfied, satisfied,

neutral, dissatisfied, or very dissatisfied. This survey is to use to collect

19

the customer opinion and needs which can give the result called the

customer satisfaction index. This customer satisfaction indexes the

standard of company needs to maintain.

2) Derived dissatisfaction: The question that being asked included two

aspects, how high is the customer expectation in the certain attribute,

and how high is the performance that customer’s feel of this attribute.

3) Problem analysis: The respondents are being asked to describe two

things; the problem which related with the company offer and

suggestion for improvement.

4) Importance performance analysis: The respondents are asked to rate the

services according to the customer importance and company

performance in each attributes.

5) Ghost shopping: This method use a person to pose as potential buyer to

report their findings on strong and weakness points when experience

buying the company’s and competitor’s product. Ghost shoppers also

can observe how the company and its competitors in serving customer

demands, answering customer question, and solve any problems or

customer complaints.

6) Lost customer analysis: The Company contact customers who have

stopped buying or switched to another supplier to learn why this

condition happened and in order to understand and take the police to

further improve or refine.

20

7) Some caution in measuring customer satisfaction: The Company must

make a well-structured questionnaire; otherwise the customer would

face a huge questionnaire. The company must also be able to recognize

that two customers can report being highly satisfied for two reasons.

One person maybe easily satisfied most of the time, and the other one

might be hard to please but was pleased on this occasion.

According to Sondoh Jr. et. al (2007) in Thakur and Singh (2012) Customer

satisfaction is the accumulated experience of a customer’s purchase and

consumption experiences. It was therefore; client satisfaction construct in this

paper will be measured through overall satisfaction toward the services.

Customer’s satisfaction is influenced by two factors which is experiences and

expectations with service performance. Operationally, satisfaction is similar to an

attitude, as it can be assessed as the sum of the satisfactions with the various

attributes of the product or service. Satisfaction may be defined as expectation

before purchase and perception about performance after purchase, The

expectancy disconfirmation paradigm suggests that consumers are satisfied when

the product perform better than expected (positive disconfirmation), dissatisfied

when consumers' expectations exceeded actual product performance (negative

disconfirmation), and neutral satisfaction when the product performance matches

expectations (zero disconfirmation or confirmation).

21

C. Customer Loyalty

1. Definition of Customer Loyalty

Customer loyalty is the purpose form organization or company to have a

strong relationship with members, that thing can involve the trust between

company and customer, because the customer has been loyal to its product

and they will not move to other product or brand, at the end the company can

get more revenue.

According to Manish (2001) customer loyalty is winning the confidence

of the customer in favor of an organization such that the relationship becomes

a win and wins solution for both the organization as well as the customer.

Customer loyalty is not only the customer incorporated to company. Customer

loyalty is something more of what an enterprise must get from the customer.

Different with the purpose, the customer is not only build loyalty to company,

but the company has to maintain its loyalty to the customer.

According to Lovelock and Wright (2007:133) loyalty is customer

decision to voluntarily always became a member with a particular company in

long term periods. Satisfaction is positively associated with customer loyalty

(Sharma and Patterson, 2000) and its related with business relationship

(Burnham et al. 2003) Companies, which manage to satisfy their customers,

retain them for as long as possible, and hopefully turn them into loyal

customers, will certainly be in a better competitive position and achieve a

better financial performance in (Almossawi, 2012).

22

According to Oliver (1999) in Oyeniyi (2011) further stated that loyalty is

a deeply held commitment to re-buy or patronize a preferred product or

service consistently in the future, thereby causing repetitive same-brand or

same-brand set purchasing.

From the definition above customer loyalty that have been explained by

expert, the author can make conclusion that customer loyalty is some

relationship between company and customer to create trustiness, because the

customer feel satisfied with its product.

2. Measurement of Customer Loyalty

According to Griffin (2009:31), customer loyalty is customers who have

the following characteristics:

a. Makes regular repeat purchase: Loyalty is refers to the form of the

behavior of these units to make a purchase decision-making continuously

for goods or services of a company that is selected. The level of

satisfaction with the store will influence them to buy back.

b. Purchases across product and service lines: Buying outside line of

products and services means that the desire to buy more of the products

and services that have been offered by the company. Customers who

already believe in the company in an affair it will be believed also to other

matters.

c. Refers others: Loyal customers willingly recommend the company to

friends and colleagues.

23

d. Demonstrates immunity to the full of the competition: Is not easily

affected by the pull of competition other similar companies.

D. E-Service Quality

1. Definition of E-Service Quality

The quality of online services in the online environment to be important in

determining the success or failure of electronic commerce. Voss (2003) define

a service in an electronic environment (e-service) as the delivery as service

using new media such as the web. The definition means that the delivery of

services using new media that is the web. The existence of evidence of the

quality of service on the delivery through the website is a very important

success strategy in comparison with cheap prices and a web presence

(Zeithaml et al., 2002).

Parasuraman et al. (2005) states the definition of the quality of online

services (e-service quality) in interaction with the website is the extent to

which a website efficient and effective shopping facilities, purchasing and

delivery. Explanation definition is defined as a level of a website to facilitate

effective and efficient manner in terms of shopping, make a purchase and the

delivery of products and services. Rate website quality not only when the

experience during the interaction with the website but also the interaction after

the service. Previous studies said, the quality of service in the online

environment is an important determinant in terms of the effectiveness of the

24

process of e-commerce. The highest standards of e-service quality means that

the potential advantages of the Internet can be realized.

2. Dimension of E-Service Quality

The growing quality of online services will make online services become

more effective and attractive that assists companies in achieving the highest

level of customer satisfaction. Parasuraman et al., (2005) states, have found

the dimensions of quality online services to take measurements of the e-

service quality. It is based on a scale of traditional service quality dimensions

developed. In the series of studies conducted, identified eleven dimensions of

quality online services, namely:

a. Reliability: corrects the technical function of the site and the accuracy of

the services promised (have stock items, surrender to what is in the

message, delivery as promised), billing and product information.

b. Responsiveness: quick response and the ability to help if there are any

problems or questions.

c. Access: the ability to find sites quickly and to get the location of the

company when needed.

d. Flexibility: a choice in how to pay, send, buy, search, and return items.

e. Ease of navigation: the site contains a function that can assist customers in

finding what is needed without difficulty, which is a good search function

and allows customers to maneuver easily and quickly turn around and go

forward through the pages of the site.

25

f. Efficiency: The site is easy to use, well-structured and contains the

minimum information needed by the customer as input.

g. Assurance or confidence: the confidence of customers to commit with the

site and based on the reputation of the site and the products or services

that are sold must be clear on where the information presented is correct.

h. Security or privacy: the degree to which customers believe that the site is

secure from tampering and protection of personal information.

i. Knowledge of the price: the rate at which customers can specify shipping

price, total price and comparative price during the shopping process.

j. Aesthetics site: the look of the site.

k. Customization or Personalization: How large and how easy it can be

tailored individually sites customer priorities, history and the way in

shopping.

Types of e-service quality ratings of the internet sites of other customer

perspective known as Equal (Website Quality). WebQual created by channel

quality functions. According Slabey (in Barnes and Vidgen, 2001) stated the

definition of quality function deployment (QFD) is structured and disciplined

process that Provides a means to identify and carry the voice of the customer

through each stage of product and or service development and

implementation, is a structured process and regularly provided to identify and

bring to customer complaints through each level of the implementation and

development of products or services.

26

According Tjiptono (2014: 363) E-Service Quality was divided into seven

dimensions:

1) Efficiency

Customers' ability to access the website, search for the desired product and

information relating to the product and leave the site in question with

minimal effort.

2) Reliability

With regard to the technical functionality of the site concerned, in

particular the extent to which there are available and functioning as it

should.

3) Fulfillment

Includes service promise accuracy, product stock availability and delivery

of products in accordance with the time promised.

4) Privacy

In the form of a guarantee that shopping behavior data will not be given to

any other party and that the customer's credit card information is secured.

5) Responsiveness

An online retailer's ability to provide the right information to customers

when a problem arises, have a mechanism to handle the return of the

product and provide warranty online.

27

6) Compensation

Covering refunds, shipping costs and product handling costs.

7) Contact

Reflecting the customer needs to speak with a customer service staff

online or over the phone (and not communicating with the machine).

E. Brand Image

1. Definition of Brand Image

Brand image is the consumer perception about a brand, which is reflected

by the brand associations that are in the minds of consumers. In other words,

the brand association is another information node connected to the brand node

in memory and contains a brand means to consumers. Associations come in

all shapes and may reflect the characteristics of the product or aspects

independent of the product. (Keller, 2013: 76).

Brand image or brand description ie a description of the association and

the confidence of consumers towards a particular brand. A number of

quantitative and qualitative techniques have been developed to establish

uncover perceptions and consumer associations to a particular brand, such as

multidimensional scaling, projection techniques, and so forth (Tjiptono, 2011:

112).

Brand Image is a set of brand associations are formed and embedded in

the minds of consumers. Consumers are accustomed to using certain brands

tend to have the consistency of the brand image. Brand image are perceptions

28

and beliefs made by consumers, as reflected associate in consumer memory

(Kotler, 2009: 346).

Brand image can sometimes change, when we need a change in the brand

image of the role model must be found. As part of the brand identification,

role models are supposed to represent elements of the core identity of a brand

(Surachman, 2008: 108).

2. Measurement of Brand Image

According to Keller (2013:77) that the measurement of brand image can

be performed based on the aspect of a brand, namely: strength, favorable and

uniqueness

a. Strength

The more the individual thinks about product information and

connect with the existing brand knowledge, the stronger the brand

association will be generated. Factors’ affecting the outcome of this is a

marketing communications program that was created to foster the brand

image in the form of audience (personal reverence) and a consistent

marketing communications program (consistency) at a time and all the

time. (Keller, 2013:78). Strength of brand association depends on how

the information is entered into the consumer memory and how it is to

survive as part of the brand image.

b. Favorability

29

Associations that are beneficial to the brand is desirable for consumer

associations, such as the form of comfort, reliable products, messages can

be delivered by a product or marketing communications programs that

support. Favorable lead to the ability of the brand to be easily

remembered by consumers. Favorable is the association - an association

that can be expected by the target audience (desirable) and delivered

(delivered) successfully by a product through marketing communications

program that supports the product brand. (Keller, 2013: 78). The success

of a marketing process often depends on the creation of favorable brand

association, where consumers can be trusted in the given attribute they

can satisfy the needs and desires of consumers.

c. Uniqueness

The core of this association is the brand must have a sustainable

advantage or have a unique selling proposition to give reasons why

consumers should buy it. Aspects uniqueness depends on two factors

presented by the marketing communications program or balance when

compared to other product brand association (point of parity) and the

extent to which marketing communications program has elements of

difference (point of difference) when compared to other product brand

associations. (Keller, 2013: 78). A brand should have the advantage of

being a reason for consumers to choose a particular brand. The

30

uniqueness of brand associations can be based on product attributes,

product functionality or image enjoyed.

F. Price

1. Definition of Price

Price is the easiest element in marketing program for a customized product

features, channel, even the communication takes more time. Price also

communicates positioning the intended value of the product or the company's

brand to the market. The products are designed and marketed well can be sold

at high prices and generate great profits. (Kotler & Keller, 2012).

According Tjiptono (2008: 151) mention the price is one - the only

element of the marketing mix that provides income or revenue for the

company.

From the definition above explains that the price is an important element

important in business, because with the price can show income for the

company, and also with the prices that will be the benchmark in exchange

buying and selling goods and services.

2. Price Fixing

The company chose pricing method that includes one or more of these

three considerations. According to Kotler and Keller (2012), there are six

methods of pricing, the following explanation:

a. Pricing Mark up

31

The most basic pricing method is to add a standard markup to the cost

of the product. Until now pricing markup is still popular because sellers

can determine the cost was much easier than expected demand, then prices

tend to be the same and price competition is minimized when companies

in the industry use this method, and finally many people feel that the

pricing cost plus fairer for buyers and the seller.

b. Determination of the purchase price level target

The Company determines the price which will produce return on

investment targets.

c. Pricing default values

Assuming the value is composed of several elements such as image

buyers will be the performance of the product, the ability of the delivery

of channels, quality assurance, customer support, and attributes that are

less dominant as supplier reputation, confidence and self-esteem.

d. Pricing value

The method creates a cheap price to consumers to attract the attention

of consumers by not ignoring the company's product quality.

e. Going-rate pricing

The company bases its price largely on competitors' prices, wearing

the same price, more expensive or cheaper than major competitors.

f. The type of auction pricing

32

Pricing types of auctions performed to remove more supplies or thrift.

A company must set a price for the first time when the company

developing or acquiring a new product, introduce the products into the

distribution channel or a new area, and when the company will participate

in the auction on a new labor contract. This is done so that the company's

goals can be achieved.

3. Indicator of Price

According to Stanton (in Rosvita, 2010: 24), there are four indicators that

characterize the price are:

1) Affordability price

That aspect of pricing that is made by the producer / seller in

accordance with consumers' purchasing ability.

2) Compliance with quality products prices


accordance with product quality can be obtained by consumers.

3) Price competitiveness

Namely a price quote provided by the manufacturer / seller of different

and competing with those given by other manufacturers, on the same types

of products.

33

4) Compliance with price benefits


accordance with the benefits that can be derived consumers of the product

purchased.

G. Previous Research

Table 2.1

Previous Research

RESEARCHER

(YEAR)

TITLE VARIABEL RESEARCH

METHOD

RESULT

Satendra Thakur

And A.P Singh

(2012)

Brand

Image,

Customer

Satisfactio

n and

Loyalty

Intention:

A Study in

The

Context of

Cosmetic

Product

Brand Image

(X)

Customer

Satisfaction

(Y1)

Customer

Intention

(Y2)

Path Analysis Result has show that

three brand image

benefit namely

functional, social and

appearance enhance has

positively and

significantly related to

customer satisfaction

and loyalty intention and

two benefit namely

experiential and

symbolic has no

34

RESEARCHER

(YEAR)


METHOD

RESULT

Among

The

People of

Central

India

EXCEL

Internatio

nal

Journal of

Multidisci

plinary

Managem

ent

Studies

Vol.2

Issue 5,

May 2012,

ISSN

significant impact on


and loyalty intention on

the other hand result

indicate that there is a

positive relationship

between customer

satisfaction and loyalty

intention. The result

imply that marketing

manager should focus on

the brand image to win

the customer satisfaction

in order to make the

customer loyal about

their product and

service.

35

RESEARCHER

(YEAR)


METHOD

RESULT

2249 8834

Naser Asgari,

Mohamad

Hassan Ahmadi,

Mehdi Shamlou,

Atefe Rashid

Farokhi & Milad

Farzin

Studying

the Impact

of E-

Service

Quality on

E-Loyalty

of

Customers

in the

Area of E-

Banking

Services

Journal of

Managem

ent and

Sustainabi

E-Service

Quality

(X1)

E-Loyalty of

Customers

(Y)

Regression 1. The variabke of e-

service quality

dimension has a

positive and impact

on e-loyalty, as

well as variables of

accountability and

ease of use do not

have a appositive

and significant

relationship with e-

loyalty are removed

from model.

36

RESEARCHER

(YEAR)


METHOD

RESULT

lity; Vol.

4, No. 2;

2014

ISSN

1925-4725

E-ISSN

1925-4733

Published

by

Canadian

Center of

Science

and

Education

Hamad Saleem,

Naintara Sarfraz

Raja

(2014)

The

Impact of

Service

Quality on

Customer

Service Quality

(X)

Customer

Satisfaction

(Y1)

SEM The study was

conducted to

understand the

relationship between

service quality,

37

RESEARCHER

(YEAR)


METHOD

RESULT

Satisfactio

n,

Customer

Loyalty

and Brand

Image:

Evidence

from

Hotel

Industry

of

Pakistan

IOSR

Journal of

Business

and

Managem

ent

(IOSR-

Customer

Loyalty

(Y2)

Brand Image

(Y3)


with customer loyalty

and brand image in all

the directions. All the

hypotheses were

accepted and it proved

from the analysis. The

service quality and

customer satisfaction is

directly related as high

quality enhances the

satisfaction at the same

time. The innovation in

service quality or by

improving the quality

of service the hotels

become more able to

satisfy the customers.

The satisfaction of

38

RESEARCHER

(YEAR)


METHOD

RESULT

JBM) e-

ISSN:

2278-

487X, p-

ISSN:

2319-

7668.

Volume

16, Issue

1. Ver. VI

(Feb.

2014), PP

117-122

www.iosrj

ournals.or

g

customer leads toward

loyalty as shown by the

above study. Customers

when felt satisfied, they

remain loyal with the

hotel and hence it

affects the purchasing

behavior.

Zahra Ehsani,

Mohammad

Effect of

quality

Quality (X1)

Price

Conceptual

Model

Hypothesis 1: Quality

of products is positively

39

RESEARCHER

(YEAR)


METHOD

RESULT

Hossein Ehsani

(2014)

and price

on

customer

satisfactio

n and

commitme

nt in Iran

auto

industry

Internatio

nal

Journal of

Service

Science,

Managem

ent and

Engineeri

ng

(X2)

Customer

Satisfaction

(Y1)

Customer

Commitment

(Y2)

related to

relationship quality.

Hypothesis 2: Quality

of after sale-service is

positively

related to relationship

quality.

Hypothesis 3: Price is

positively related to

relationship

quality.

Hypothesis 4:

Relationship quality is


satisfaction.

Hypothesis 5:

Relationship quality is


commitment.

40

RESEARCHER

(YEAR)


METHOD

RESULT

2014;1(5):

52-56

Hypothesis 6:

Satisfaction is


commitment.

Prof. Dr.

Muhammad

Ehsan Malik,

Muhammad

Mudasar

Ghafoor, and

Hafiz Kashif

Iqbal

(2012)

Impact of

Brand

Image,

Service

Quality

and price

on

customer

satisfactio

n in

Pakistan

Telecomm

unication

sector

Internatio

Brand Image

(X1)

Service Quality

(X2)

Price

(X3)

Customer

Satisfaction

(Y)

Multiple

Regression

The results of this study

suggest that the brand

image, service quality

and price are correlated

to customer

satisfaction. Increase in

price has shown to have

a negative impact on

customer satisfaction.

Whereas,

improvements in brand

image have resulted in

improved Increased


and brand loyalty.

41

RESEARCHER

(YEAR)


METHOD

RESULT

nal

Journal of

Business

and Social

Science

Vol. 3 No.

23;

December

2012

Service quality has the

strongest correlation

and any increase of

results in a positive

impact on customer

satisfaction. This study

aims to help telecom

service provider's to

gain a competitive edge

in the market by getting

an idea of the

preferences of the

people and then

focusing the areas that

require improvement.

42

H. Theoretical Framework

Based on the above theory, while the framework of this research are as follows:

Figure 2.2

Theoretical Framework

E-Service Quality

(X1)

Brand Image

(X2)

Price

(X3)

Customer Satisfaction (Y1)

Customer Loyalty (Y2)

Test Data:

1. Validity Test

2. Reliability Test

Conclusion and Suggestion

Path Analysis

43

I. Hypothesis

The hypothesis is a temporary answer to the problem of research, where the

formulation of research has been expressed in the form of a question sentence

(Sugiyono, 2014: 64). The hypothesis proposed as a temporary answer to the

problems posed in this study are as follows:

Structural Equation 1

1. Hypothesis 1

Ho: ρx1y1 = 0, There is no direct relationship between e-service quality to


Ha: ρx1y1 ≠ 0, There is a direct relationship between e-service quality to


2. Hypothesis 2

Ho: ρx2y1 = 0, There is no direct relationship between the brand image of


Ha: ρx2y1 ≠ 0, There is a direct relationship between the brand image of


3. Hypothesis 3

Ho: ρx3y1 = 0, There is no direct relationship between the price of customer

satisfaction.

Ha: ρx3y1 ≠ 0, There is a direct relationship between the price of customer

satisfaction.

44

4. Hypothesis 4

Ho: ρx1y1 = ρx2y1 = ρx3y1 = 0, There is no direct relationship between e-

service quality, brand image, and price to customer satisfaction

simultaneously.

Ha: ρx1y1 = ρx2y1 = ρx3y1 ≠ 0, There is a direct relationship between e-

service quality, brand image, and price to customer satisfaction

simultaneously.

Structural Equation 2

5. Hypothesis 5

Ho: ρx1y2 = 0, There is no direct relationship between e-service quality on

customer loyalty.

Ha: ρx1y2 ≠ 0, There is a direct relationship between e-service quality on

customer loyalty.

6. Hypothesis 6

Ho: ρx2y2 = 0, There is no direct relationship between the brand image to

customer loyalty.

Ha: ρx2y2 ≠ 0, There is a direct relationship between the brand image to

customer loyalty

7. Hypothesis 7

Ho: ρx3y2 = 0, There is no direct relationship between the price to customer

loyalty.

45

Ha: ρx3y2 ≠ 0, There is a direct relationship between the price to customer

loyalty.

8. Hypothesis 8

Ho: ρy1y2 = 0, There is no direct relationship between customer satisfaction

to customer loyalty.

Ha: ρy1y2 ≠ 0, There is a direct relationship between customer satisfaction to

customer loyalty.

9. Hypothesis 9

Ho: ρx1y2 = ρx2y2 = ρx3y2 = 0, There is no direct relationship between e-

service quality, brand image and customer loyalty rates simultaneously.

Ha: ρx1y2 = ρx2y2 = ρx3y2 ≠ 0, There is a direct relationship between e-

service quality, brand image, and price to customer loyalty simultaneously

46

CHAPTER III

RESEARCH METHODS

A. Scope of Research

The object of this study is the application online travel agent Traveloka.com.

The scope of this study will discuss the e-service quality, brand image and price

are run by companies that Traveloka.com to customer satisfaction and its impact

on customer loyalty.

As the independent variable in this study is the e-service quality (X1), brand

image (X2) and price (X3). While the dependent variable in this study is the

Customer Satisfaction (Y1) and Customer Loyalty (Y2).

B. Determine of Sample Method

1. Population

The population in this study is people who buy ticket and booking hotel

from traveloka.com, here the researcher does not restrict the respondent from

gender and age. Population is area generalization consist of objects and

subjects that have certain quality and characteristic designed by author for

learned and at the next pulled the conclusion. (Sugiyono, 2009:115).

According to Malhotra (2004:314) population is the aggregate of all the

elements that share common set of characteristic and that comprise the

universe for the purpose of the marketing research problem.

47

2. Sample Technique

According to Sugiyono (2009:116) sample is a part of total number and

characteristic that owned by its population. According to Malhotra (2004:314)

sample is a subgroup of the elements of the population selected for

participation in the study. Element is the object about which or from which

the information is desired (Malhotra, 2004:315).

The sample technique will be used is convenience sampling. According to

Malhotra (2004:321) convenience sampling is a non-probability sampling

technique that attempts to obtain a sample of convenient elements. Because,

non-probability sampling relies on the personal judgment of the researcher

rather than chance to select the sample elements. The researcher can

arbitrarily or consciously decide what elements to include the sample

(Malhotra 2004:320)

The researcher takes 100 samples respondent, because according to

Sugiyono (2010:74) guidelines to determining sample are as follows :

a. Sample size should be between 30-500 elements.

b. If the sample is broken down further into sub-sample must be a minimum

number of sub until 30.

c. In the multivariate research (multiple linear regressions) the sample size

should be several times larger (10 times) than the number of variables to

be analyzed. A simple experiment for research, with strict controls, sample

size between 10-20 elements.

48

C. Data Collection Methods

To obtain accurate data in this study using two kinds of data are primary data

and secondary data.

1. Primary Data

Primary data is data that comes from the original source or sources of the

first that we generally refer to as a resource (Sarwono, 2012:37). The method

used to obtain primary data is that the questionnaire. The questionnaire is a

list of questions that will be used by researchers to obtain data from the source

directly through the communication process or by asking questions. The

questionnaire supposed to respondent to be filled, the respondents in this

research is the online travel agent services Traveloka.com.

Weight rating figures questionnaire results in this study are described in

the corresponding Likert scale is a method used to measure attitudes,

opinions, and perceptions of a person or group of people about a social

phenomenon. Likert scale used to answer part of the study had five categories

of statements as presented in the table below:

Table 3.1

Likert Scale

Range Score

SA = Strongly Agree 5

A = Agree 4

49

Range Score

N = Neutral 3

D = Disagree 2

SD = Strongly Disagree 1

2. Secondary Data

Secondary data is data that has been processed by certain parties that

the data is available when we need (Sarwono, 2012: 32). This research

includes studies through all the written material (literature study) in the form

of books, literature, internet and other written sources that are relevant to the

title of the research and accountability can be verified.

D. Data Analysis Methods

The method used in this study with the deployment of 100 questionnaire to

consumers Traveloka.com, using questionnaire with Likert scale, a Likert scale

used to measure attitudes, opinions, and social. In this research, this social

phenomenon has been defined specifically by the researchers, here in after

referred to as the research variables.

With Likert scale, then the variable to be measured are translated into the

indicator variables. Indicators are then used as a starting point for preparing the

instruments of items that could be a statement (Sugiyono, 2008: 107). Answer

every item instrument that uses a Likert scale has a gradation from extremely

50

positive to negative. To maintain fairness and reliability grains questions on the

validity and reliability made in advance by some respondents first tryout for a

limited.

1. Test Validity

Pearson bivariate correlation is one formula that can be used to test the

validity of the data with SPSS program. According Widiyanto (2010: 34-37)

correlation coefficient in the validity of the test can be done with pearson

formula with rough numbers as follows:

∑ ∑ ∑

√ ∑ (∑ ) √ ∑ (∑ )

Information:

rxy: correlation coefficient

x: score items

y: the total score

n: number of subjects

Basis for a decision on the validity of the test are:

a. If the value rcount> rtable, then the item in question or statement in the

questionnaire correlated significantly to the total score (ie item

questionnaire declared valid).

51

b. If the value rcount <rtable, then the item in question or statement in the

questionnaire did not correlate significantly to the total score (meaning an

item questionnaire declared invalid).

2. Test Reliability

After determining the validity of research instrument next step is to

measure the reliability of data from research instrument. Reliability is a

measuring instrument for measuring a questionnaire which is an indicator of

variables or constructs. According to Wahyono (2009: 251) reliability is

stability or stability between the instrument observations or measurements. If

likened to the goods, the goods are observed in steady state, both the

observation first, second, third and so on.

This reliability test is used to test the consistency of the data within a

certain period, namely to determine the extent of measurement used

trustworthy or reliable. These variables Cronbach alpha is said to feature a

large value of 0.70 which means that the instrument can be used as a reliable

data collection is the result of the measurement of the coefficient relative if

performed repeated measurements. Reliability test aims to see consistency

(Ghozali: 2011: 48).

3. Method of Path Analysis

Path analysis path analysis first developed in the 1920s by a geneticist

is Swell Wright (Joreskog and Sorbon; Johnson & Wichern, 1992, in Riduwan

52

and Engkos, 2011: 2). Path analysis is an analysis which aim to determine the

direct and indirect effects of exogenous variables on endogenous variables.

Consideration of using this analysis because of one variable with other

variables have a relationship. A path diagram, arrows tipped double (

) shows the correlation and arrow in one direction ( ) indicates a

causal relationship or direct influence of exogenous variables (X) and

endogenous variables (Y), so systematically path analysis to follow the

pattern of a structural model, so step beginning to work or the application of

the model is to formulate a path analysis and structural equation path diagram

(Riduwan and Engkos, 2011: 7).

Technical analysis is used in the test track the contribution

(contribution) directly and indirectly embodied by the path coefficient for

each path diagram of a casual relationship between variables X1, X2, X3 of the

Y1 and Y2 (Riduwan, 2011: 123).

In analyzing the research using path analysis, there are several steps in

order to be run to meet proper research using path analysis (Pardede and

Manurung, 2014).

a. Determining the track diagram based paradigm relationship variables.

b. Determining the structural equation.

53

c. Analyzing by using SPSS, the analysis consists of two steps: analysis

substructure I and II.

d. Interpretation of the results of calculations based on the diagram of SPSS

with the specified path.

e. Perform analysis model line trimming if there is an exogenous variable

that tracks the coefficient is not significant.

f. To test Sobel to calculate the indirect effect if there is a variable that is not

significant.

Before researchers used path analysis in the study, the researchers had

to create a model for the relationship between variables which in this case is

called the path diagram.

54

Figure 3.1

Path Analysis

Structure I

Y1 = ρy1x1X1 + ρy1x2X2 + ρy1x3X3 + ϵ1

E-service Quaity

(X1)

Brand Image

(X2)

Price (X3)

Consumer

Satisfaction (Y1)

Consumer Loyalty

(Y2)

E-service Quaity

(X1)

Brand Image

(X2)

Price (X3)

Consumer

Satisfaction (Y1)

55

Structure II

Y2 = ρy2x1X1 + ρy2x2X2 + ρy2x3X3 + ρy2y1Y1 + ϵ2

4. Hypothesis Testing

a. Correlation Coefficient

Analysis of the correlation coefficient is used to determine the degree

of relationship between one variable with another variable. The rationale

for this is a change in the correlation analysis between variables, meaning

that if a change of the variable followed by other variables, then the two

variables are correlated.

E-service Quaity

(X1)

Brand Image

(X2)

Price (X3)

Consumer

Satisfaction (Y1)

Consumer Loyalty

(Y2)

56

The correlation coefficient only describe the relationship between

variables but it does illustrate the power of causality or causal. Because of

the correlation is used only to measure the degree of the relationship in

terms of correlation analysis there are no exogenous and endogenous

variables (Pardede and Manurung, 2014: 29-31).

Researcher using Pearson or product moment correlation by using

SPSS 20.0 to see the degree of relationship between one variable with

another variable. To facilitate the provision of correlation coefficient

category then made measurements of the following criteria:

Table 3.2

Criteria Correlation Coefficient

r value Criteria

0,00 - 0,29 correlation is very

weak

0,30 - 0,49 weak correlation

0,50 - 0,69 correlation is strong

enough

0,70 - 0,79 strong correlation

0,80 - 1.00 correlation is very

strong

Source: Sarwono (2007:22)

To determine whether the correlation of each variable significant or

not measured from the significant value of each relationship variables. The

57

significance value should be smaller in value than the value of the

tolerance level is used. In this study the tolerance value used is 0.05.

b. Coefficient of Determination

According Ghozali (2011: 97) coefficient of determination (R2)

essentially measures how far the ability of the model to explain variations

in the independent variables. R2 small value means the ability variables

independent in explaining the variation of the dependent variable are very

limited, otherwise the value of R2 approaching one means independent

provide almost all the information needed to predict the variation of the

dependent variable.

c. Test Significance simultaneously (Test Statistic F)

Simultaneously, hypothesis testing is done by using the F-test.

According Ghozali (2011: 98) test statistic F basically shows whether

independent or independent variables included in the model have

influence together against the dependent variable / bonded.

According Ghozali (2011: 98), F test is done by comparing the

significance of F count with F table with the following provisions:

H0 is accepted and Ha is rejected if F count <F table for α = 0.05

H0 rejected and Ha accepted if F count> F table for α = 0.05

58

d. Test of Significance Partial (Test Statistic t)

Partially, hypothesis testing was done by t-test. According Ghozali

(2011: 98) test statistic t basically shows how far the influence of

independent variable individually in explaining the dependent variable.

According Ghozali (2011), the t test is done by comparing the significance

of t count with t table with the following provisions:

H0 is accepted and Ha is rejected if t <t table for α = 0.05

H0 rejected and Ha accepted if t> t table for α = 0.05

E. Operational Variable

Table 3.3

Operational Variable

No. Variable Dimension Indicator Scale

1. E-service Quality

Tjiptono (2014:

363)

Efficiency 1. Ability to access the website

2. Search for the desired product

3. Information relating to the

product

4. Leave the site in question with

minimal effort

Likert

Reliabilitas 5. Sites can function properly

59


Fullfilment 6. Service promise accuracy

7. Product stock availability

8. Delivery of products in

accordance with the time

promised

Privacy 9. Guarantee that shopping

behavior data information

10. Customer's credit card

information is secured

Responsiveness 11. Providing the necessary

information when a problem

occurs

12. There are mechanisms in

handling problems

13. Providing guaranteed online

Compensation 14. Covering refunds

15. Shipping costs

16. Product handling costs

60


Contact 17. Customer service staf online

18. Customer service by phone

2. Brand Image

Keller

(2013:77)

Strengthens 19. Product information connects

with the existing brand

knowledge

Likert

Favorability 20. Comfort

21. Reliable products

22. Messages can be delivered by a

product

23. Marketing communications

programs that support

24. Easily remembered

Uniqueness 25. Product attributes

26. Product functionality

27. Image enjoyed

3. Price

Stanton in Rosvita

Affordability

prices

28. Prices are based on consumers

purchasing ability

Likert

61


(2010:24)

Conformity

with quality

products prices

29. Prices are based on quality

obtained by consumers

Price

competitiveness

30. Prices given by other

manufacture and compete in

the same product

Priced

according to

benefits

31. Prices are based on the benefits

obtained consumer

4. Customer

Satisfaction

Rangkuti

(2003:30)

Customer Value 32. Accept customer complaint

33. Responses customer complaint

34. Have many types of services

35. Give good information to

customer

Likert

Customer

Response

36. Keep loyal for a long time

37. Buy more when company

introduce new product and

62


renew existing product

38. Talk a good thing about a

company product

39. Give a little attention to brand

and advertising competitor

40. Offering the services or

product ideas to company

Customer

perception

41. Customer feels satisfied with

process and services provided

42. Customers feel safe and

comfortable when have a deal

to company

43. Give an advice to customer

complaint either through the

suggestion box or e-mail

5. Customer Loyalty

Griffin

(2009:31)

44. Makes regular repeat purchase

45. Purchases across product and

service

46. Refers to others customers

willingly recommend the

Likert

63


company to friends and

colleagues

47. Demonstrates an immunity to

the full of the competition

64

CHAPTER IV

Analysis and Discussion

A. Overview Research Object

1. History traveloka.com

The Company was founded in 2012 by Ferry Unardi, Derianto

Kusuma, and Albert. Early in Traveloka concept serves as a search engine

for a review to compare prices Tickets From different other sites. In the

middle of 2013 Traveloka then transformed into ticket reservation site where

users can be doing a booking on the official website. In March 2014, Ferry

Unardi stated that Traveloka will soon make a reservation room sign business

into Hotel. In July 2014, the hotel booking service has available on the site

Traveloka.

In November 2012 The Company announces Traveloka early stage

investment by Venture East. In September 2013 The Company announces

investment Traveloka a series of global by Founders Capital. From the

Investment Funds used to review such new build services Booking and travel

packages.

The founders Traveloka are practitioners of information technology

who returned from the United States to Indonesia, among others: Derianto

Kusuma, a graduate of Stanford University, previously worked as a senior

65

software engineer in Silicon Valley LinkedIn. Ferry Unardi, a graduate of

Harvard Business School who previously worked for Microsoft.

In recent years, comScore, a company that provides market data and

analysis from the United States confirm that Traveloka ranks first for search

services and booking air tickets, outside the official website of each airline.

Landscape online travel agency in Indonesia are arguably still relatively

small. However, growth continues to occur, because 10 percent of the total

ticket sales in 2013 conducted online.

In the same year, the total revenue from travel bookings in Indonesia

reached USD 10,5 billion (Rp136 trillion), according to a report of a study

entitled Phocuswright Indonesia Online Travel Overview: Arrived With a

Bang, Brace for the Boom. Touching on the picture of the travel industry,

Euromonitor said that the growth of the mobile applications and the number

of customers Internet data packets also be the cause of the rapid penetration

of mobile transactions, which are also used by sites airline reservations as

Traveloka, competitors terdekatanya Tickets, and other players such as

PegiPegi and ticket .com. Ferry Unardi, Co-Founder and CEO Traveloka said

the company now has more than 270 employees, an increase of 120

employees in September last year.

66

2. Characteristics Profile of Respondents

Respondents in this study are consumers of traveloka.com. Here is a

description about the number and identity of respondent data survey

respondents consisting of gender, age, occupation, education, past work

experience of respondents.

a. The number of questionnaires distributed

Table 4.1 presents the number of questionnaires distributed to

respondents.

Table 4.1

Sample Data Research

No. Explanation Amount Presentase

1 Number of questionnaires distributed 100 100%

2 Number of questionnaires were not

returned

0 0%

3 The number of questionnaires that could

not be processed

0 0%

4 The number of questionnaires that can

be processed

100

100%

Source: Data primer

67

b. Description of respondents by gender

Table 4.2 below presents a description of the test results of

respondents by gender.

Table 4.2

Gender Respondents

Gender Frequency Percentage

Man 72 72%

Woman 28 28%

Amount 100 100%

Source: Primary data are processed

Table 4.2 above shows that as many as 72 people or 72% of

respondents are male, and the balance of 28 people or 28% of the

respondents were female. It is clear that the majority of the majority of the

respondents were male..

c. Description of respondents by age

Table 4.3 below presents a description of the test results of

respondents by age.

68

Table 4.3

Respondent’s age

Age Frequency Percentage

< 25 years old 61 61%

25-30 years old 28 28%

> 30 years old 11 11%

Amount 100 100%


Table 4.3 shows that respondents who have under 25 years of age by

61% of respondents aged between 25-30 years have amounted to 28%,

and respondents who have over 30 years of age by 11%.

d. Distribution of Respondents Answers Regarding the E-Service Quality

X1 variable in this study was measured through 18 questions were

distributed to 100 respondents and present the indicators of these

variables. Results of responses to the leadership style are described in

Table 4.4 below:

69

Table 4.4

Distribution of Respondents Answers Regarding the E-Service Quality

No. Question

SD

%

D%

N

%

A

%

SA

%

Total %

1 Website traveloka.com easy to use 0 0 7 54 39 100

2

Easily obtain the desired product in

traveloka.com

0 8 6 45 41 100

3

Information about the product in

traveloka.com easily obtained

0 3 9 49 39 100

4

Easy to give a rating before leaving

the website traveloka.com 0 0

11`

49 40 100

5

Website traveloka.com functioning

properly

0 0 10 54 36 100

6 Timely booking confirmation 0 2 11 55 32 100

7

Stock product in traveloka.com

always available

0 2 7 53 38 100

8

Delivery of products in accordance

with the desired

0 4 10 52 34 100

70

No. Question

SD

%

D%

N

%

A

%

SA

%

Total %

9

Confidentiality of customer data

secured properly

0 2 11 57 30 100

10

Traveloka.com able to guarantee

the customer's credit card

transactions

0 0 7 54 39 100

11

Traveloka.com provide the

necessary information when

problems occur

0 8 6 45 41 100

12

Problem solving mechanism

performed well

0 3 9 49 39 100

13

Traveloka.com provide warranty

service for customers online

0 0 11 49 40 100

14

Traveloka.com capable of

providing 100% refund

0 0 10 54 36 100

15

The presence of the shipping costs

in refunds

0 2 11 55 32 100

71

No. Question

SD

%

D%

N

%

A

%

SA

%

Total %

16

The absence of additional

transaction costs in traveloka.com

0 2 7 53 38 100

17

The presence of online customer

service

0 4 10 52 34 100

18

The presence of customer service

over the phone

0 2 11 57 30 100

Mean % 0 2,3 9,1 52 36,6 100

Source : Primary data are processed

Table 4.4 shows that the variable E-service quality declare: the

majority of respondents "agreed" by 52%. And the question of the most

influential is the question no. 9 and 18, it can be seen by the majority of

respondents to the question no. 9 and 18 answered "agree" by 57%.

It shows that the indicators of confidentiality of customer data secured

properly and the presence of customer service over the phone influence on

customer satisfaction and its impact on customer loyalty.

72

e. Distribution of Respondents Answers About Brand Image

X2 in this study was measured through 9 questions distributed to 100

respondents and present the indicators of these variables. Results of

responses to Brand Image described in table 4.5 below:

Table 4.5

Distribution of Respondents Answers About Brand Image

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

1

Traveloka is an online booking service

providers are good.

0 0 1 59 40 100

2 Website traveloka convenient to use 0 0 1 56 43 100

3

Website traveloka online booking

services are services that are reliable

0 0 5 49 46 100

4

Products in traveloka.com give a positive

impression to consumers

0 0 1 49 50 100

5

Traveloka.com marketing activities

performed well

0 0 3 51 46 100

6 Traveloka.com memorable brand 0 0 3 52 45 100

73

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

7 Traveloka.com has a unique look 0 0 2 60 38 100

8

Traveloka.com can be used for booking

hotels and air tickets

0 0 1 58 41 100

9

Traveloka.com have a good image in the

eyes of consumers

0 0 2 56 42 100

Mean % 0 0 2,1 54.4 43,4 100


Table 4.5 shows that the brand image variable declare: the majority of

respondents "agree" at 54.4%. And the question of the most influential is

the question no. 7, this can be seen by the majority of respondents in no. 7

answered "agree" by 60%.

It shows that the indicators of traveloka.com has a unique look

influence on customer satisfaction and its impact on customer loyalty.

74

f. Distribution of Respondents Answers About Price

X3 in this study was measured through 5 question were distributed to

100 respondents and present the indicators of these variables. Results of

responses to the work productivity are described in Table 4.6 below:

Table 4.6

Distribution of Respondents Answers About Price

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

1 Traveloka products at affordable prices 0 3 14 51 32 100

2

Traveloka product prices in accordance

with the desired result

0 5 15 49 31 100

3

Prices of products in traveloka cheaper

compared to other online booking

services provider

0 2 18 52 28 100

4

Prices of products in traveloka can

compete with other online booking

services provider

0 7 9 54 30 100

5 Traveloka product prices in accordance 0 7 13 53 27 100

75

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

with the benefits that I feel

Mean % 0 4,8 13,8 51,8 29.6 100

Sumber : Primary data are processed

Table 4.6 shows that the majority of respondents declare: variable

price "agreed" by 51.8%. And the question of the most influential is the

question no. 4, it can be seen by the majority of respondents to the

question no.4 answered "agree" by 54%.

It shows that the indicators of Prices of products in traveloka can

compete with other online booking services provider influence on


g. Distribution of Respondents Answers About Customer Satisfaction.

Y1 variable in this study was measured through 13 questions were


variables. Results of responses to Customer Satisfaction is described in

Table 4.7 below:

76

Table 4.7

Distribution of Respondents Answers About Customer Satisfaction

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

1

Traveloka.com receiving customer

complaints

0 0 9 52 39 100

2

Traveloka.com respond to customer

complaints

0 3 14 54 29 100

3

Traveloka.com have diverse services

with good quality

0 0 10 66 24 100

4

Traveloka.com provide good

information to customers

0 1 14 47 38 100

5

Traveloka.com have good quality

thus creating loyalty of consumers

0 0 14 53 33 100

6

Traveloka.com always newest

product properly so that consumers

can buy more products

0 0 9 52 39 100

7 Services provided traveloka.com 0 3 14 54 29 100

77

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

create good word of mouth

8

Online booking service is better than

traveloka.com make consumers

ignore competitors

0 0 10 66 24 100

9

Traveloka.com able to provide space

for the consumer in providing a

good opinion

0 1 14 47 38 100

10

Processes and services provided by

Traveloka.com satisfactory

0 0 14 53 33 100

11

Consumers feel safe when booking

in traveloka.com

0 0 9 52 39 100

12

Consumers feel comfortable when

booking at traveloka.com

0 3 14 54 29 100

13

E-mail provided Traveloka.com for

suggestions and complaints of

customers running properly and

0 0 10 66 24 100

78

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

satisfactorily

Mean % 0 0,8 11,9 55,1 32,2 100


Table 4.7 shows that the variable customer satisfaction declare: the

majority of respondents "agree" at 55.1%. And the question of the most

influential is the question no. 3, no. 8 and no. 13, this can be seen by the

majority of respondents to the question no. 3, no. 8, no. 13 answered

"agree" at 66%

It shows that the indicators of Traveloka.com have more than one

service, I noticed a brand and advertising of competitors, and I give advice

to my complaint through the suggestion box or e-mail influence on


h. Distribution of Respondents Answers About Customer Loyalty.

Y2 variable in this study was measured through four questions


variables. Customer Loyalty in response to the results described in Table

4.8 below:

79

Table 4.8

Distribution of Respondents Answers About Customer Loyalty

No. Question

SD

%

D %

N

%

A

%

SA

%

Total

%

1

I'm willing to make booking online

on an ongoing basis traveloka.com

0 8 6 45 41 100

2

I am willing to buy more than one

product in traveloka.com

0 0 1 56 43 100

3

I would like to recommend to

friends and colleagues

traveloka.com

0 5 15 49 31 100

4

Traveloka.com is the website the

best online booking service

0 3 14 54 29 100

Mean % 0 4 9 51 36 100


Table 4.8 shows that the variable customer loyalty declare: the

majority of respondents "agreed" by 51% while only 4% disagreed. And

the question of the most influential is the question no. 2.

80

It shows that the indicator of I did purchase on all products and

services influence on customer satisfaction and its impact on customer

loyalty.

B. Research Instruments Test Results

1. Data Quality Test Results

a. Validity of Test Results

Validity test used to measure the validity of a questionnaire. The test is

performed using Pearson Correlation, guidelines for a model is said to be

valid if the value rcount>rtable then the questions can be said to be valid.

The following table shows the results of the test of validity of five

variables used in this study.

E-Service Quality (ESQ), Brand Image (BI), Price (P), Customer

Satsfaction (CS), Customer Loyalty (CL) with a sample of 100

respondents.

Here are the details of the validity of the test results table for each

variable used in this study:

81

1) Test Validity E-Service Quality (ESQ)

Table 4.9

Validity of Test Results E-Service Quality

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

ESQ1 0,658 0,000 Valid

ESQ2 0,642 0,000 Valid

ESQ3 0,686 0,000 Valid

ESQ4 0,668 0,000 Valid

ESQ5 0,708 0,000 Valid

ESQ6 0,736 0,000 Valid

ESQ7 0,726 0,000 Valid

ESQ8 0,556 0,000 Valid

ESQ9 0,692 0,000 Valid

ESQ10 0,658 0,000 Valid

ESQ11 0,642 0,000 Valid

82

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

ESQ12 0,686 0,000 Valid

ESQ13 0,668 0,000 Valid

ESQ14 0,708 0,000 Valid

ESQ15 0,736 0,000 Valid

ESQ16 0,726 0,000 Valid

ESQ17 0,556 0,000 Valid

ESQ18 0,692 0,000 Valid


Table 4.10 shows the variable E-Service Quality (ESQ) have a

valid criterion for all the question items with significant value less

than 0.05 and r-count is more than r-table ( 0,1946) this shows that

each question on the variable E-Service Quality reliable and viable as

research.

83

2) Test Validity Brand Image (BI)

Table 4.10

Validity of Test Results Brand Image

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

BI1 0,454 0,000 Valid

BI2 0,612 0,000 Valid

BI3 0,498 0,000 Valid

BI4 0,654 0,000 Valid

BI5 0,657 0,000 Valid

BI6 0,690 0,000 Valid

BI7 0,515 0,000 Valid

BI8 0,555 0,000 Valid

BI9 0,486 0,000 Valid


Table 4.11 shows the variable Brand Image (BI) has a valid

criterion for all the question items with significant value less than 0.05

and r-count is more than r-table ( 0,1946). This shows that each

84

question on variable Brand Image reliable and worthy filed as

research.

3) Test Validity Price (P)

Table 4.11

Validity of Test Results Price

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

P1 0,735 0,000 Valid

P2 0,768 0,000 Valid

P3 0,795 0,000 Valid

P4 0,781 0,000 Valid

P5 0,766 0,000 Valid


Table 4.12 shows the variable Price (P) has a valid criterion for

all the question items with significant value less than 0.05 and r-count

is more than r-table (0,1946). This shows that each question on the

variable Price is reliable and worthy filed as research.

85

4) Test Validity Customer Satisfaction (CS)

Table 4.12

Validity of Test Results Customer Satisfaction

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

CS1 0,730 0,000 Valid

CS2 0,717 0,000 Valid

CS3 0,679 0,000 Valid

CS4 0,549 0,000 Valid

CS5 0,576 0,000 Valid

CS6 0,730 0,000 Valid

CS7 0,717 0,000 Valid

CS8 0,679 0,000 Valid

CS9 0,549 0,000 Valid

CS10 0,576 0,000 Valid

CS11 0,730 0,000 Valid

86

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

CS12 0,717 0,000 Valid

CS13 0,679 0,000 Valid


Table 4.13 shows the variable Customer Satisfaction (CS) have

a valid criterion for all the question items with significant value less

than 0.05 and r-count is more than r-table ( 0,1946). This shows that

each question on the variable Customer Satisfaction reliable and

worthy filed as research.

5) Test Validity Customer Loyalty (CL)

Table 4.13

Validity of Test Results Customer Loyalty

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

CL1 0,640 0,000 Valid

CL2 0,500 0,000 Valid

CL3 0,615 0,000 Valid

87

Number

Item Questions

Pearson

Corelation

Sig

(2-Tailed)

Information

CL4 0,605 0,000 Valid


Table 4.14 shows the variable Customer Loyalty (CL) has a

valid criterion for all the question items with significant value less

than 0.05 and r-count is more than r-table ( 0,1946). This shows that

each question on the variable Customer Loyalty reliable and worthy

filed as research.

b. Reliability Test Results

Reliability tests performed to assess the consistency of the research

instruments. A research instrument can be said to be reliable if the

Cronbach Alpha value is above 0.70. Table 4:15 shows the reliability test

results for the variables used in this study.

Table 4.14

Reliability Test Results

Variable

Cronbach’s

Alpha

Information

E-Service Quality 0,927 Reliabel

88

Variable

Cronbach’s

Alpha

Information

Brand Image 0,739 Reliabel

Price 0,826 Reliabel

Customer Satisfaction 0,892 Reliabel

Customer Loyalty 0,726 Reliabel


Table 4.15 shows Cronbach's alpha values on the variable E-

Service Quality 0.927, Brand Image amounted to 0.739, Price amounting

to 0.826, Customer Satisfaction amounted to 0,829, and Customer Loyalty

of 0.726. Thus, it can be concluded that the statements in the questionnaire

is reliable because it has a Cronbach's alpha value of more than 0.70. This

suggests that any item that statement used to be able to obtain consistent

data which means that if the statement will be obtained answer refilled the

same relative to the previous answer.

2. Descriptive Statistics Test Results

Variables used in this research that the E-Service Quality, Brand

Image, Price, Customer Satisfaction, and Customer Loyalty descriptive

statistics will be tested as shown in Table 4.9.

89

Table 4.15

Descriptive Statistics Test Results

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

EServicequality 100 54 90 76.1 8.51

BrandImage 100 34 45 39.7 2.74

Price 100 12 25 20.3 3.04

CustomerSatisfaction 100 41 65 54.4 5.69

CustomerLoyalty 100 12 20 16.8 1.76

Valid N (listwise) 100


Table 4.9 explains that the variable E-service quality have answers

minimum of respondents obtained from questionnaires is 54 and the answers

to a maximum of respondents obtained from questionnaires is equal to 90,

with an average total answer to 76.1 (average of respondents who obtained

through questionnaires) and a standard deviation of 8.51. Variable Brand

Image has a minimum response of respondents obtained from questionnaires

was 34 and the maximum response of respondents obtained from

questionnaires is 45, with an average total answer to 39.7 (average of

respondents' answers were obtained through questionnaires) and standard

deviation of 2.74. Variable Price has a minimum response of respondents

obtained from questionnaires is 12 and the maximum response of respondents

90

obtained from questionnaires is 25, with an average total response of 20.3

(average of respondents' answers were obtained through questionnaires) and a

standard deviation of 3.04. Variable Customer Satisfaction has a minimum

response of respondents obtained from questionnaires is at 41 and the

maximum response of respondents obtained from questionnaires is at 65, with

an average total answer by 54.4 (the average of respondents' answers were

obtained through questionnaires) and a standard deviation of 5.69. While the

variable Customer Loyalty has a minimum response of respondents obtained

from questionnaires is 12 and the maximum response of respondents obtained

from questionnaires is 20, with an average total response of 16.8 (average of

respondents' answers were obtained through questionnaires ) and a standard

deviation of 1.76.

3. Path Analysis (Path Analysis)

The next data processing techniques using path analysis (path analysis),

where the analysis of this pathway serves to determine the direct and indirect

influence of a set of variables exogenous variables on endogenous variables,

testing should be done is:

a. Correlation coefficient

91

In the path analysis method, to determine the degree of correlation

between one variable with another variable. The correlation coefficient

only describe the relationship between variables but it does illustrate the

power of causality or causal, because correlation is only used to measure

the degree of the relationship in terms of correlation analysis there are no

exogenous or endogenous

Correlations Eservice

quality

Brand Image Price Customer

Satisfaction

Customer

Loyalty

EServicequ

ality

Pearson

Correlation

1 .315**

.261**

.438**

.642**

Sig. (2-tailed) .001 .009 .000 .000

N 100 100 100 100 100

BrandImag

e

Pearson

Correlation

.315**

1 .209* .480

** .518

**

Sig. (2-tailed) .001 .037 .000 .000

92

N 100 100 100 100 100

Price

Pearson

Correlation

.261**

.209* 1 .349

** .528

**

Sig. (2-tailed) .009 .037 .000 .000

N 100 100 100 100 100

CustomerS

atisfaction

Pearson

Correlation

.438**

.480**

.349**

1 .641**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

CustomerL

oyalty

Pearson

Correlation

.642**

.518**

.528**

.641**

1

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Source: Primary data is processed by SPSS 20.0, 2016

Table 4.16

Correlation Coefficient Test

From the results of the data in the table 4.16 can be seen that three

categorized relationship is strong enough and the three other relationships

categorized relate strongly. The significant value of all relationships is

0,000 less than the specified tolerance value than the figure of 0.05 means

93

all significant correlations. It can be concluded SPSS data results in Table

4.17 as follows:

Table 4.17

Testing Interpersonal Variables

Correlation Correlation

coefficient

Category probability Conclusion

E-Service Quality (X1)

with Brand Image (X2)

0,315 Weak 0,001 Significant


with Price (X3)

0,261 Very weak 0,009 Significant

Brand Image (X2) with

Price (X3)

0,209* Very weak 0,037 Significant


with Customer

Satisfaction (Y1)

0,438** Weak 0,000 Significant


with Customer Loyalty

(Y2)

0,642** Strong

enough

0,000 Significant

Brand Image (X2) with 0,480** Weak 0,000 Significant

94

Correlation Correlation

coefficient

Category probability Conclusion

Customer Satisfaction

(Y1)

Brand Image (X2) with

Customer Loyalty (Y2)

0,518** Strong

enough

0,000 Significant

Price (X3) with Customer

Satisfaction (Y1)

0,349** Weak 0,000 Significant

Price (X3) with Customer

Loyalty (Y2)

0,528** Strong

enough

0,000 Significant

Customer Satisfaction

(Y1) with Customer

Loyalty (Y2)

0,641** Strong

enough

0,000 Significant

95

b. Coefficient of determination

1) Structure determination coefficient I

Table 4.18

Correlation Coefficient Substructure I

Model Summary

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .600a .360 .340 4.61415

a. Predictors: (Constant), Price, BrandImage,

EServicequality

In Table 4.18 obtained path analysis model with determination

coefficient (R Square) of 0.360 (36%). Adjusted R-square of 34%

indicates that the effect of E-Service Quality, Brand Image and Price

on Customer Satisfaction in aggregate is 34%, while the remaining

0.660 or 66% (100% - 34%) is the possibility there are other aspects

variables that have an impact on customer satisfaction. Customer

Satisfaction variable probability of 34% can be explained by the

variable E-Service Quality, Brand Image, and Price.

96

2) Structure determination coefficient I

Table 4.19

Correlation Coefficient Substructure II

Model Summary

Model R R Square Adjusted R

Square

Std. Error of

the Estimate

1 .825a .680 .667 1.01822

a. Predictors: (Constant), CustomerSatisfaction, Price,

EServicequality, BrandImage


At 4,19 table obtained path analysis model with correlation

coefficient (R) of 0.825. The coefficient of determination (R Square)

of 0.680 (68%). Adjusted R-square of 66.7% indicates that the effect

of E-Service Quality, Brand Image, Price, and Customer Satisfaction

to Customer Loyalty in aggregate is 66.7%, while the remaining

33.3% (100% - 66.7%) is likely be other aspects that have an influence

on customer loyalty variable. Customer Loyalty variable probability of

66.7% can be explained by the variable E-Service Quality, Brand

Image, Price, and Customer Satisfaction.

97

c. Simultaneous Significance Test (Test F)

Simulant hypothesis testing aims to measure the influence of

exogenous variables together against endogenous variable. Results

hypothesis in this test are:

1) Test F Equation Structure I

Table 4.20

Variant Analysis of Structures I

ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1

Regression 1148.312 3 382.771 17.979 .000b

Residual 2043.878 96 21.290

Total 3192.190 99

a. Dependent Variable: CustomerSatisfaction

b. Predictors: (Constant), Price, BrandImage, EServicequality


According to the table 4.20 to examine the effect of e-service

quality, brand image and price to customer satisfaction

simultaneously, the hypothesis is:

H0: There is no simultaneous influence between the variables of e-

service quality, price and brand image on customer satisfaction

98

Ha: There is a simultaneous influence between the variables of e-

service quality, price and brand image on customer satisfaction

Through these measures and the results in Table 4.20 ANOVA,

showed the F-count equal to 17.979 with probability 0,000. F-table

with a significance level of 0.05, degree of freedom (df) for df1 = 3,

df2 = 96, then the F-table = 2.70. The result is the F-count (17.979)>

F-table (2.70) and with this result, then Ho is rejected and Ha

accepted. This means that the variable e-service quality, brand image,

and price simultaneously affect significantly to customer satisfaction is

in line with the research of Prof. Dr. Muhammad Ehsan Malik,

Muhammad Mudasar Ghafoor, Kashif Iqbal and Hafiz 2012, Which

proves the three variables simultaneously positive effect on customer

satisfaction.

99

2) Test F Equation Structures II

Table 4.21

Variant Analysis of Structures II

ANOVAa

Model Sum of

Squares

Df Mean

Square

F Sig.

1

Regression 209.747 4 52.437 50.577 .000b

Residual 98.493 95 1.037

Total 308.240 99

a. Dependent Variable: CustomerLoyalty

b. Predictors: (Constant), CustomerSatisfaction, Price, EServicequality,

BrandImage


According to the table 4.21, to test the effect of e-service

quality, brand image, price and customer satisfaction to customer

loyalty simultaneously, the hypothesis is:

H0: There is no simultaneous influence between the variables of e-

service quality, brand image, price and customer satisfaction on

customer loyalty

Ha: There is a simultaneous influence between the variables of e-

service quality, brand image, price and customer satisfaction on

customer loyalty

100

Through these measures and the results in Table 4.21 ANOVA,

showed the F-count equal to 50.577 with probability 0,000. F-table

with a significance level of 0.05, degree of freedom (df) for df1 = 4,

df2 = 95, the F-table = 2.47. The result is the F-count (52.162)> F-

table (2.47) with the results then Ho is rejected and Ha accepted. This

means that the variable e-service quality, brand image, price and

customer satisfaction simultaneously significant effect on customer

loyalty. This is in line with the results of the journal that carried Amir

Mahmud, Kamaruzaman Jusoff and St. Hadijah (2013), there are other

variables that may affect customer loyalty, which proves the four

variables simultaneously positive effect on customer loyalty.

4. Individual Significance Tests (t test)

Partial hypothesis testing aims to measure the influence of exogenous

variables partially on endogenous variables. Need to be notified for each

hypothesis test criteria are as follows:

H0 is accepted and Ha is rejected if t <t table for α = 0.05

H0 rejected and Ha accepted if t> t table for α = 0.05.

101

5. Test t Eq Structure I

Table 4.22

Structure I t test results

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 3.879 7.187 .540 .591

Eservice quality .183 .059 .274 3.114 .002

Brand Image .726 .180 .351 4.037 .000

Price .382 .160 .204 2.393 .019

a. Dependent Variable: CustomerSatisfaction


a. Relationship Between E-Service Quality in Customer Satisfaction

The hypothesis is:

H0: There is no direct relationship between e-service quality to customer

satisfaction.

Ha: There is a direct relationship between e-service quality to customer

satisfaction

According to the table 4.22, t-count value is 3.114 with probability

0,000. T-table with a significance level of 0.05 and a degree of freedom

102

(df) for df = n-2 or 100-2 = 98 then the t-table is 1.66055. The result is a t-

test (3.114)> t-table (1.660055). It can be concluded, Ho is rejected and

Ha accepted. This means that a significant difference between the variable

E-service quality to Customer Satisfaction.

These results are similar to previous studies conducted by

Hammad Saleem, Nayanthara Sarfraz Raja (2014) the which states that E-

service effect on Customer Satisfaction Quality.

b. Relationship Between Brand image with Customer Satisfaction

Partial hypothesis on this is:

H0: There is no direct relationship between the brand image of customer

satisfaction.

Ha: There is a direct relationship between the brand image of customer

satisfaction.

According to the table 4:22, t-count value is 4,037 with probability

0,000. t-table with a significance level of 0.05 and a degree of freedom


test (4.037)> t-table (1.660055) and significant level (0.000) <(0.05). It

can be concluded, Ho is rejected and Ha accepted. This means that a

significant difference between the variables of brand image on customer

satisfaction.

103

These results are similar to previous studies by Satendra Thakur and

A.P Singh (2012) stating that brand image affect customer satisfaction.

c. Relationship Between Price with customer satisfaction


H0: There is no direct relationship between the price of customer

satisfaction.

Ha: There is a direct relationship between the price of customer

satisfaction.


0,000. T-table with a significance level of 0.05 and a degree of freedom


test (2.393)> t-table (1.660055) and significant level (0.000) < (0.05). It

can be concluded, Ho is rejected and Ha accepted. This means that a

significant difference between the variable price to customer satisfaction.

These results are similar to previous studies by Zahra Ehsani,

Mohammad Hossein Ehsani 2014 stating that price influence satisfaction

and commitment through the mediating role of relationship quality.

104

Table 4.23

Structural Equation I t test

The influence of e-service quality, brand image and price

No Hypothesis Path analysis t-count t-table Result

1 ρx1y1 ≠ 0 ρx1y1 = 0,183 3,114 1,66055 Ha accepted


3 Ρx3y1 ≠ 0 Ρx3y1 = 0,382 2,393 1,66055 Ha accepted


Based on the results in Table 4:23, the partial test e-service quality,

brand image, and price significant effect on customer satisfaction. Thus

the equations of the first structural path analysis are:

Y1 = ρx1y1 + ρx2y1 + ρx3y1

Y1 = 0,183 + 0,726+ 0,382

Figures residue obtained from 1- adjusted ¬R square that is 1 – 1,291

= -0,291

105

6. Test t Eq Structure II

Table 4.24

Test results t Structure II

Coefficientsa

Model Unstandardized

Coefficients

Standardized

Coefficients

T Sig.

B Std. Error Beta

1

(Constant) -2.581 1.588 -1.625 .107

EServicequality .079 .014 .382 5.823 .000

BrandImage .133 .043 .206 3.092 .003

Price .168 .036 .289 4.634 .000

CustomerSatisfactio

n

.085 .023 .274 3.776 .000

a. Dependent Variable: CustomerLoyalty

a. Relationship Between E-service quality with customer loyalty

The hypothesis is:

H0: There is no direct relationship between e-service quality on customer

loyalty

106

Ha: There is a direct relationship between e-service quality on customer

loyalty.

According to the table 4.24, t-count value is 5.823 with probability



test (5.823)> t-table (1.660055). It can be concluded, Ho is rejected and

Ha accepted. This means that a significant difference between the variable

E-service quality on customer loyalty.

These results are similar to previous research by Hamad Saleem,

Naintara Sarfraz Raja (2014) stated that the service quality and customer

satisfaction is directly related as high quality enhances the satisfaction at

the same time.

b. Relationship Between Brand Image With Customer Loyalty


H0: There is no direct relationship between the brand image to customer

loyalty.

Ha: There is a direct relationship between the brand image to customer

loyalty

107

According to the table 4.24, t-count value is 3.092 with a

probability of 0.003. t-table with a significance level of 0.05 and a degree

of freedom (df) for df = n-2 or 100-2 = 98 then the t-table is 1.66055. The

result is a t-test (3.092)> t-table (1.660055). It can be concluded, Ho is

rejected and Ha accepted. This means that a significant difference between

the variables of brand image on customer loyalty.

These results are similar to previous studies by Satendra Thakur

And A.P Singh (2012) states that that three brand image benefit namely

functional, social and appearance enhance has positively and significantly

related to customer satisfaction and loyalty intention

c. Relationship between Price with Customer Loyalty

On partial relationships are evident:

H0: There is no direct relationship between the price to customer loyalty.

Ha: There is a direct relationship between the price to customer loyalty.




count (4,634) <t-table (1.660055). It can be concluded, Ho is accepted and

Ha rejected. This means that there is no significant relationship between

the variable price on customer loyalty.

108

These results are similar to previous studies by Zahra Ehsani,

Mohammad Hossein Ehsani 2014 stating that price influence satisfaction

and commitment through the mediating role of relationship quality.

d. Relationship Between Customer Satisfaction With Customer Loyalty

On partial relationships are evident:

H0: There is no direct relationship between customer satisfaction to

customer loyalty.

Ha: There is a direct relationship between customer satisfaction to

customer loyalty.




count (3,774) <t-table (1.660055). It can be concluded, Ho is accepted and

Ha rejected. This means that there is no significant relationship between

the variables customer satisfaction to customer loyalty.

These results are similar to previous studies by M Hamad Saleem,

Naintara Sarfraz Raja (2014) stated that the satisfaction of customer leads

toward loyalty.

109

Table 4.25

Structural Equation t test II

The influence of e-service quality, brand image, price, and customer satisfaction

No Hypothesis Path analysis t-count t-table Result




4 ρy1y2 ≠ 0 ρy1y2Y1 = 0,085 3,776 1,66055 Ha accepted


Based on the results in Table 4:25, the partial test E-service quality, brand

image, price, and customer satisfaction significant effect on customer loyalty. Thus

the equation of the path analysis structure II are:

Y2 = ρx1y2 + ρx2y2 + ρx3y2 + ρy1y2

Y2 = 0,079 + 0,168 + 0,133 + 0,085

Figures obtained from the residue 1-¬ adjusted R-square is 1 – 0,455 = 0.545

110

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

A. Conclusion

Based on the analysis and discussion of data about the respondents'

assessment of the effects of E-service quality, brand image, and Price on

Customer Satisfaction and Customer Loyalty traveloka.com case study on the

consumer, it can be concluded, namely:

1. E-service quality significantly influence customer satisfaction directly

2. Brand Image significantly influence Customer Satisfaction directly.

3. Price significantly influences Customer Satisfaction directly.

4. Based on the test results of the F variable E-Service Quality, Brand Image,

and Price had a significant effect simultaneously to Customer Satisfaction.

5. E-service Quality significantly influence customer loyalty directly.

6. Brand image significantly influence customer loyalty directly.

7. Price significantly influence customer loyalty directly.

8. Customer satisfaction significantly influence customer loyalty directly.

9. Based on the test results of the F variable E-service quality, brand image,

price, and customer satisfaction has significant influence simultaneously on

customer loyalty.

111

10. The most dominant variable is the variable E-service Quality where t test is

highest among other variables.

B. Suggestion

From this research, there are several suggestions submitted, that are:

1. For traveloka.com

a) Continual improvement of the E-service Quality is recommended because

there still exists respondents who answered neutral and disagree with the

highest in four questions, that are: 1) Easly obtain the desired product in

traveloka.com. 2) Delivery of product in accordance with the desired. 3)

Traveloka.com provide the necessary information when problem occur. 4)

The presence of online customer service. And improvements suggested

are: 1) an increase in the Search Engine to enable consumers to be easier

to find the desired product 2) Descriptions of about more in the detailed

product so that consumers can quickly understand (3) prepared response to

deal with problems that will occur. (4) social media rapid response to deal

with customer complaints.

b) Continuous improvement of brand image is recommended because there

still exists respondents who answered neutral and the highest in the

question of Website traveloka online booking services are services that are

reliable. And the increase suggested is a good performance in every

employee in dealing with consumers.

112

c) Continuous improvement of Price is recommended because there still

exists respondents who answered neutral and disagree and the highest in 3

questions, that are: 1) Traveloka product prices in accordance with the

desired result. 2) Prices of products in traveloka cheaper compared to

other online booking services provider. 3) Traveloka product prices in

accordance with the benefits that I feel. And improvement is

recommended (1) The price shown must be in accordance with the given

product (2) Observe competitors in pricing so that the price given is the

best traveloka (3) Observe any existing products and provide the

appropriate product prices

d) Continuous improvement of the Customer Satisfaction is recommended

because there still exists respondents who answered neutral and disagree

and the highest in 3 questions, that are: 1) Traveloka.com respond to

customer complaints 2) I give good information about traveloka.com 3) I

feel comfortable when booking at taveloka.com. and improvements

suggested are (1) Quick and precise in addressing the problem (2) The

information provided must correspond with the authenticity of the product

(3) Quality of booking quick and hopefully increase suggested is (1)

Quick and precise in addressing the problem (2) the information provided

must correspond with the authenticity of the product (3) Quality of

booking quick and easy

113

e) Continuous improvement of Customer Loyalty is recommended because

there still exists respondents who answered neutral and disagree and the

highest in the questions of I recommend it to friends and colleagues

traveloka.com. And improvement suggested is a good image in the eyes of

consumers.

2. For further research

Assessment needs to be done in a way to deepen or develop research

variables with the sample and a larger population. This assessment is expected

to find new findings that could be beneficial to the development of science,

especially in the field of marketing management.

114

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