Pemanfaatan Online Travel Agency (OTA) di Indonesia

The purpose of this research is to find out the use of online travel agencies (OTA) in Indonesia. This article is based on a cross-sectional study because the target population of this study includes all Indonesian customers who use OTAs for travel bookings. Sampling through convenience sampling was used to select the sample because the customers are spread across the country, which makes it very difficult to communicate with each customer individually. The method for determining the number of research samples using SEM for data analysis is the number of items in the questionnaire multiplied by 10 cases. Since this study has four variables with six items for each variable, the maximum sample size that should be used is 24 x 10 = 240. Therefore, a sample size of 126 would be suitable for this study. Data collection was carried out using an online questionnaire. The analysis consisted of descriptive analysis and verification analysis using structural equation modeling (SEM) analysis using LISREL version 8.70 software. This analysis is used to calculate the utilization of online travel agencies (OTA) in Indonesia. The results of the statistical hypothesis, Service Quality has a positive but not significant effect on Customer Satisfaction. Brand image has a positive and significant effect on customer satisfaction. Service Quality has a positive and significant effect on Customer Loyalty. Brand image has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalt

Determinantes da satisfação online: um estudo sobre a compra de passagens aéreas em Portugal

turismo tem vindo a ser dos setores com maior crescimento. Este crescimento muito se deve ao desenvolvimento tecnológico que tem vindo a ser cada vez mais evidente. Com o aumento das compras de passagens aéreas através de websites, tem sido imperativo para as empresas que atuam no setor online, focarem-se nas estratégias de marketing adaptando-as às preferências dos seus consumidores, por forma de satisfazer as suas necessidades. Tendo em conta esta realidade, a presente investigação tem como objetivo identificar os fatores determinantes da satisfação, na compra de passagens aéreas através de website, em Portugal. Através da análise de estudos empíricos, identificou-se cinco variáveis adaptadas dos modelos emergentes da revisão da literatura, que serviram de suporte teórico para a construção do modelo conceptual analisado no presente estudo. Com intuito de dar resposta à grande questão de investigação e por forma a testar as hipóteses, foi realizado um estudo quantitativo, sob forma de questionário estruturado, aplicado a um universo de amostra de 473 inquiridos, dos quais foram validadas de 394 respostas de compradores de passagens aéreas online, residentes em Portugal. Posteriormente, através da modelo de regressão, procedeu-se à análise estatísticas dos dados, concluindo-se que a qualidade do website, a rotina online, o conhecimento do website, a capacidade de resposta do website e a personalização do website apresentam-se como determinantes da satisfação online.Tourism has been one of the fastest growing sectors. This growth is largely due to the technological development that has become increasingly evident. With the increase in the purchase of airline tickets through websites, it has been imperative for companies operating in the online sector to focus on marketing strategies, adapting them to the preferences of their consumers, in order to satisfy their needs. Bearing this reality in mind, the present investigation aims to identify the determining factors of satisfaction, when purchasing airline tickets through website, in Portugal. Through the analysis of empirical studies, we identified five variables adapted from the models that emerged from the literature review, which served as theoretical support for the construction of the conceptual model analyzed in the present study. In order to answer the big research question and in order to test the hypotheses, a quantitative study was carried out, in the form of a structured questionnaire, applied to a sample universe of 473 respondents, of which 394 responses from buyers were validated. online airline tickets, resident in Portugal. Subsequently, through the regression model, statistical analysis of the data was carried out and it was concluded that the quality of the website, the online routine, the knowledge of the website, the responsiveness of the website and the customization of the website are presented as determinants of online satisfaction