Evaluasi kepuasan pelanggan online travel agent dengan pendekatan regresi logistik biner: Studi pada pengguna Traveloka
DOI:
https://doi.org/10.53088/jmdb.v6i1.2444Keywords:
Online Travel Agency, Digital Platform Performance, User Experience, Application Usability, Service QualityAbstract
This study investigates the key factors influencing customer satisfaction with Traveloka, one of Indonesia’s leading online travel platforms offering transportation and accommodation services. In recent years, Traveloka has faced challenges such as system errors, security issues, and fraudulent activities that have negatively affected customer experiences. The research examines how customer experience, measured through five dimensions: sense, feel, think, act, and relate, affects overall customer satisfaction. Primary data were collected through an online survey distributed to 121 respondents who had actively used the Traveloka application during the past year. Data analysis was conducted using binary logistic regression, with customer satisfaction categorized as either satisfied or unsatisfied. The results indicate that the sense dimension, particularly features related to the application’s usability and design, significantly affected customer satisfaction. The model achieved an overall prediction accuracy of 93.3%, indicating strong explanatory power in identifying key drivers of satisfaction among Traveloka users.
References
Annisa, F. F., Alfansi, L., Wiardi, A. H., Daulay, M. I., & Widianti, A. (2023). The Effect of pengalaman pelanggan on Customer Satisfaction and Loyalty of Generation Z at Coffee Shops in Bengkulu City. Frontiers in Business and Economics, 2(3), 154–163. https://doi.org/10.56225/finbe.v2i3.293
Arviana, N., & Syah, T. Y. R. (2022). The Effect of pengalaman pelanggan on Customer Satisfaction by Creating Sustainable Profit. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(4), 31122–31134. https://doi.org/10.33258/birci.v5i4.7298
Christine, N., & Lestari, R. B. (2018). Analisis Pengaruh Sense, Feel, Think, Act, And Relate Terhadap Customer Loyalty Ami Salon Di Kota Palembang. https://core.ac.uk/download/pdf/187738946.pdf
Desyanti, I. G. A. T., & Yani, N. W. M. S. A. (2023). Analisis Faktor – Faktor Yang Mempengaruhi Minat Konsumen Berkunjung Kembali Ke Titik Temu Coffee Ubud. Jurnal Ilmiah Pariwisata Dan Bisnis, 2(1), 55–69. https://doi.org/https://dx.doi.org/10.22334/paris.v2i1
Franky, & Yanuar Rahmat Syah, T. (2023). The Effect of pengalaman pelanggan, Customer Satisfaction, and Customer Loyalty on Brand Power and Willingness to Pay a Price Premium. Quantitative Economics and Management Studies, 4(3), 437–452. https://doi.org/10.35877/454ri.qems1639
Hasanah, A. (2020). Pengaruh pengalaman pelanggan Terhadap Customer Satisfaction (Studi Pada Pengunjung Kampung Wisata Inggris Kebumen) Afinatu Hasanah. Eprint Universitas Putra Bangsa, 1–10.
Indrawati, L., & Amalia, D. D. (2020). Dampak Sense, Feel, Think, Act, Relate Dan Brand Image Terhadap Kepuasan Pelanggan Cafe Di Surabaya. Jurnal Bisnis Terapan, 4(1), 23–36.
Infobanknews. (2023, August 31). Traveloka PayLater Kena Hack, Kenapa Konsumen Tetap Ditagih?. Infobanknews.Com. https://infobanknews.com/traveloka-paylater-kena-hack-kenapa-konsumen-tetap-ditagih/
Isya, A. D. K. (2023). Analysis of Travel Agent Online Marketing Strategies on Social Media Content Using Sentiment Analysis and Social Network Analysis. Journal of Information Systems and Informatics, 5, 1–92. https://doi.org/10.51519/journalisi.v5i4.630
Kompas. (2024, February 26). Kelemahan Sistem Aplikasi Traveloka Merugikan Konsumen. Kompas.Com. https://inside.kompas.com/surat-pembaca/read/63751/Kelemahan-Sistem-Aplikasi-Traveloka-Merugikan-Konsumen
Mantala, R., & Firdaus, M. R. (2016). Pengaruh pengalaman pelanggan Terhadap Customer Satisfaction Pada Pengguna Smartphone Android ( Studi Pada Mahasiswa Politeknik Negeri Banjarmasin). Jurnal Wawasan Manajemen, 4(2), 153–164.
Ningsih, A., & Sari, R. N. (2024). Customer Value Dan pengalaman pelanggan Terhadap Customer Satisfaction. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(3), 2171–2178. https://doi.org/10.35870/jemsi.v10i3.2610
Nurhadewa, K., Setiawan, A., & Djajadikerta, H. (2024). Pengaruh Customer Satisfaction Terhadap Online Travel Agent-Sebuah Studi Literatur. Jurnal Ekonomika Dan Bisnis (JEBS, 4(6). https://doi.org/10.47233/jebs.v4i6.2239
Patil, D. R., & Rane, N. L. (2023). pengalaman pelanggan And Satisfaction: Importance Of Customer Reviews And Customer Value On Buying Preference. International Research Journal of Modernization in Engineering Technology and Science, 5(03), 3437–3447. https://doi.org/10.56726/irjmets36460
Pranoto, R. G., & Subagio, H. (2017). Analisa Pengaruh pengalaman pelanggan Terhadap Customer Satisfaction Pada Konsumen Di Rosetta’s Cafe & Resto Surabaya. https://www.neliti.com/id/publications/134469/analisa-pengaruh-customer-experience-terhadap-customer-satisfaction-pada-konsume
Pratiwi, R., & Dewi, A. F. (2021). Analisis Regresi Logistik Biner pada Pengaruh Harga, Kualitas Pelayanan dan Promosi terhadap Kepuasan Pelanggan dalam Menggunakan Jasa Layanan Grab di Kabupaten Lamongan. Inferensi, 4(2), 77. https://doi.org/10.12962/j27213862.v4i2.8637
Pujiawati, S., & Madiawati, P. N. (2020). Pengaruh pengalaman pelanggan Customer Satisfaction Dan Brand Image Terhadap Customer Loyalty Pada Armor Kopi Bandung. E-Proceeding of Management, 7(2), 3700–3709.
Salim, K. F., Catherine, & Andreani, D. F. (2015). Pengaruh pengalaman pelanggan Dan Kepercayaan Terhadap Kepuasan Konsumen Di Tx Travel Klampis. Jurnal Hospitality Dan Manajemen, 3(1), 322–340. www.txtravel.com
Septian, B. P., & Handaruwati, I. (2021). Pengaruh pengalaman pelanggan Terhadap Kepuasan Konsumen Produk Kuliner Lokal Soto Mbok Geger Pedan Klaten. Jurnal Bisnisman: Riset Bisnis Dan Manajemen, 3(2), 16–33.
Statista Research Department. (2025). Leading Online Travel Agencies Used In Indonesia 2023. Statista. https://www.statista.com/statistics/1200620/indonesia-most-used-online-travel-agencies/?srsltid=AfmBOorqq10JD-7Fpi1dGNdx8jzaF79qR4TlpkSizYYfYgvYqoCMyPDv
Susiloadi, P., & Nirmala, V. S. I. (2022). Pengaruh Kualitas Pelayanan dan pengalaman pelanggan Terhadap Kepuasan Pelanggan Kereta Rel Listrik (KRL) Jogja-Solo. Spirit Publik: Jurnal Administrasi Publik, 17(2), 204. https://doi.org/10.20961/sp.v17i2.66883
Traveloka. (2024, August 26). Waspada Modus Penipuan Mengatasnamakan Traveloka! Traveloka.Com. https://www.traveloka.com/id-id/explore/tips/pl-beware-of-frauds-claiming-to-be-traveloka/246038
UN Tourism. (2025). UN Tourism and The UN System. UN Tourism. https://www.untourism.int/un-tourism-un-system
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anggie Novianty, Felitza Andrea, Jerry Heikal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
License details: https://creativecommons.org/licenses/by-sa/4.0/
