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All Journal Journal of Management and Digital Business
Novianty, Anggie
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Evaluasi kepuasan pelanggan online travel agent dengan pendekatan regresi logistik biner: Studi pada pengguna Traveloka Novianty, Anggie; Andrea, Felitza; Heikal, Jerry
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2444

Abstract

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.
Co-Authors Andrea, Felitza Heikal, Jerry