ANALISIS KEPUASAN PELANGGAN AGEN PERJALANAN ONLINE (OTA) APLIKASI MOBILE DI YOGYAKARTA: PENDEKATAN KUANTITATIF

Diah Pradiatiningtyas; Chriswardana Bayu Dewa; Lina Ayu Safitri

doi:10.33480/jasdim.v4i1.6680

Authors

Diah Pradiatiningtyas Universitas Bina Sarana Informatika
Chriswardana Bayu Dewa Universitas Bina Sarana Informatika
Lina Ayu Safitri Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.33480/jasdim.v4i1.6680

Keywords:

consumer satisfaction, hotel reservation], mobile application, multiple linear regression, OTA

Abstract

As a leading tourist destination, Yogyakarta has seen a significant increase in the number of visitors, which has also driven the use of digital platforms for accommodation needs. This study aims to analyze consumer satisfaction with the use of Online Travel Agent (OTA) applications for hotel reservations in Yogyakarta. The study employs a quantitative approach through a survey of 130 respondents who have made hotel reservations using OTAs such as Traveloka, Tiket.com, and Agoda. The data were analyzed using multiple linear regression with the aid of SPSS. The results indicate that the Price and Promotion variable has a significant influence on purchasing decisions, while other variables such as Service Quality, User Experience, and Security and Trust do not show significant partial effects. However, all variables collectively have a significant influence on purchasing decisions. These findings can serve as a reference for OTA application developers to enhance features related to pricing and cancellation policies in order to improve user satisfaction.

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