PERAN INTENTION TO REVISIT DAN VALUE CO- CREATION DALAM MENCIPTAKAN LOYALITAS DI EKOSISTEM ONLINE TRAVEL AGENT

Abstract

ABSTRAK

Perkembangan teknologi digital telah mendorong transformasi Online Travel Agents (OTA) seperti Traveloka dari sekadar platform pemesanan menjadi bagian penting dalam ekosistem pariwisata pintar. Dalam konteks ini, keterlibatan pelanggan melalui konsep value co-creation diyakini berperan dalam membentuk kepuasan (satisfaction) dan loyalitas (loyalty). Namun, kajian empiris mengenai mekanisme ini masih terbatas, terutama pada layanan digital. Penelitian ini bertujuan untuk menganalisis pengaruh perceived service quality dan intention to revisit terhadap customer satisfaction dan customer loyalty, dengan satisfaction sebagai variabel mediasi serta value co-creation behavior sebagai variabel moderasi. Metode penelitian menggunakan pendekatan kuantitatif survei dengan 216 responden pengguna Traveloka di Indonesia. Data dikumpulkan melalui kuesioner berbasis skala Likert 7 poin. Hasil penelitian menunjukkan bahwa perceived service quality berpengaruh positif terhadap satisfaction, sementara intention to revisit berpengaruh signifikan terhadap satisfaction dan loyalty, baik secara langsung maupun tidak langsung. Namun, value co-creation tidak terbukti memoderasi hubungan satisfaction dan loyalty. Kesimpulannya, loyalitas pelanggan OTA lebih ditentukan oleh niat untuk kembali dibandingkan hanya pada kualitas layanan. Saran penelitian selanjutnya adalah memperluas sampel pada platform OTA lain serta memasukkan variabel tambahan seperti perceived price, trust, dan customer engagement untuk memperkaya pemahaman perilaku pelanggan digital.

Kata Kunci: Online Travel Agents (OTA); Perceived Service Quality; Intention to Revisit; Customer Satisfaction; Customer Loyalty; Value Co-Creation

ABSTRACT

The development of digital technology has driven the transformation of Online Travel Agents (OTAs) such as Traveloka from merely booking platforms into an essential part of the smart tourism ecosystem. In this context, customer engagement through the concept of value co-creation is believed to play a role in shaping satisfaction and loyalty. However, empirical studies on this mechanism remain limited, particularly in digital services. This study aims to analyze the influence of perceived service quality and intention to revisit on customer satisfaction and customer loyalty, with satisfaction as a mediating variable and value co-creation behavior as a moderating variable. The research employed a quantitative survey approach with 216 Traveloka users in Indonesia as respondents. Data were collected through a questionnaire using a 7-point Likert scale. The results indicate that perceived service quality has a positive effect on satisfaction, while intention to revisit significantly affects both satisfaction and loyalty, directly and indirectly. However, value co-creation was not found to moderate the relationship between satisfaction and loyalty. In conclusion, OTA customer loyalty is more strongly determined by revisit intention rather than service quality alone. Future studies are recommended to expand the sample to other OTA platforms and include additional variables such as perceived price, trust, and customer engagement to enrich the understanding of digital customer behavior.

Keywords: Online Travel Agents (OTA), Perceived Service Quality, Intention to Revisit, Customer Satisfaction, Customer Loyalty, Value Co-Creation