Perbaikan Kualitas Layanan Website pada Online Travel Agent (OTA) Menggunakan Metode WebQual 4.0, IPA dan QFD

MANYU, ABI (2021) Perbaikan Kualitas Layanan Website pada Online Travel Agent (OTA) Menggunakan Metode WebQual 4.0, IPA dan QFD. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In this era of digitalization, technological advances cannot be stopped. Changes in the business platform shift the conventional system that has been applied to digitization, which affects the transformation of a conventional Travel Agent into an Online Travel Agent (OTA) company. Through a web site, OTA companies reach their customers in all area. In providing their services, OTA companies must know the extent to which the quality of their website is currently and the expectations of customers who use the website. Therefore, this study aims to decide the extent to which the quality of OTA website services and describe the quality indicators of the Online Travel Agent website. Based on the IPA analysis, shows that website user is not satisfied with the quality of website services at this time because there is a gap between the level of perception and expectation (importance). After analysing with the QFD and HOQ methods as tools, it generates ten technical responses, namely website navigation that makes it easy for users, navigation is clear from other parts, the website provides the page that is being accessed, makes sense for visitors, is easy to read for visitors, the menu is logically placed, the links on the website must be distinguished between hover, visited & unvisited, relevant and up-to-date information, actual and reliable information, clear and easy to understand information. hopefully this technical response can be used as a reference for improving the quality of website services at Online Travel Agent (OTA). Key word: Customer Satisfaction, WebQual 4.0, IPA, QFD, HOQ Pada era digitalisasi seperti saat ini, kemajuan teknologi tidak bisa dibendung. perubahan platfom bisnis menggeser sistem konvensiaonal yang selama ini diterapkan menjadi digitalisasi, hal tersebut yang mempengaruhi bertransformasinya Agent Travel konvensional menjadi perusahaan Agent Travel Online (OTA). Melalui sebuah website para perusahaan OTA menjangkau pelanggannya yang ada di semua area. Dalam memberikan pelayanannya perusahaan OTA harus mengetahui sejauh mana kualitas website mereka saat ini dan ekspektasi dari pelanggan yang menggunakan website tersebut. Oleh karena itu penelitian ini bertujuan untuk mengetahui sejauh mana kualitas pelayanan website OTA dan menggambarkan indikator kualitas website OTA. Berdasarkan analisis IPA menunjukkan pelanggan pengguna website merasa belum puas dengan kualitas layanan website saat ini karena terdapat gap antara tingkat persepsi dan ekspektasi (importance). Setelah dilakukan analisis dengan metode QFD dan HOQ sebagai tools menghasilkan sepuluh respon teknik yaitu navigasi website yang memudahkan pengguna, navigasi terlihat jelas dari pada bagian yang lainnya, website memberikan posisi halaman yang sedang diakses saat ini, masuk akal bagi pengunjung, mudah dibaca bagi pengunjung, menu diletakkan secara logis, link pada website harus dibedakan antara hover, visitited & unvisited, informasi yang relevan dan uptodate, informasi yang aktual dan terpercaya, informasi jelas dan mudah dipahami. Diharapkan respon teknik ini dapat dijadikan sebagai referensi perbaikan kualitas pelayanan website di Online Travel Agent (OTA). Kata Kunci: Customer Satisfaction, WebQual 4.0, IPA, QFD, HOQ.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55318110029
Uncontrolled Keywords: Customer Satisfaction, WebQual 4.0, IPA, QFD, HOQ.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 001 Knowledge/Ilmu Pengetahuan > 001.4 Research; Statistical Methods/Riset; Metode Statistik > 001.43 Descriptive and Experimental Methods/Riset Deskriptif, Metode Eksperimen dan Percobaan Ilmiah
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.37 Normative Methods/Metode Normatif
Divisions: Pascasarjana > Magister Teknik Industri
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Oct 2023 07:08
Last Modified: 03 Oct 2023 07:08
URI: http://repository.mercubuana.ac.id/id/eprint/81856

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