Latar belakang penelitian ini adalah Agoda yang jumlah pengunjungnya semakin menurun dari tahun ke tahun, padahal Agoda merupakan pelopor Online Travel Agent (OTA) di Indonesia. Jumlah pengunjung terus menurun menunjukkan kalau banyak konsumen yang tidak mempunyai loyalty terhadap Agoda.  Pada penelitian sebelumnya yang dilakukan oleh Jasmina Berbegal-Mirabent et al. (2015) tentang faktor-faktor yang mempengaruhi perilaku pembelian online di bidang turis, disebutkan bahwa untuk meningkatkan loyalty konsumen, OTA harus meningkatkan kualitas pada website atau aplikasinya, baik kualitas secara fungsional (functional quality) maupun secara hedonis (hedonic quality). Penelitian ini bertujuan untuk mengetahui pengaruh functional quality dan hedonic quality terhadap loyalty yang dimediasi oleh perceived value, dan dimoderasi switching cost pada flashpacker OTA Agoda. Penelitian ini menggunakan metode kuantitatif. Fokus penelitian ada pada flashpacker Agoda yang pernah menggunakan Agoda minimal sebanyak dua kali dan berdomisili di Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek). Data primer diperoleh melalui kuesioner yang disebarkan secara online ke 391 responden, terdiri dari 42 pertanyaan yang telah diuji validitas dan reliabilitasnya. Penghitungan data responden dihitung menggunakan Structural Equation Model (SEM) dengan SmartPLS versi 3.2.8. Hasil dan kesimpulan dari penelitian ini menemukan bahwa terdapat pengaruh yang signifikan antara functional quality dan hedonic quality terhadap perceived value. Perceived value juga memiliki pengaruh yang signifikan terhadap loyalty. Sedangkan switching cost tidak signifikan sebagai pemoderasi pengaruh perceived value terhadap loyalty.

Kata kunci: functional, hedonic, quality, perceived value, loyalty

The background of this study is Agoda’s visitors who decrease from years to years, even though Agoda is pioneer of Online Travel Agent (OTA) in Indonesia. Number of visitors show that many consumers do not have loyalty to Agoda. At previous study by Jasmina Berbegal-Mirabent et al. (2015) about the factors that affect online purchasing behavior in tourism, it is said that to increase consumer loyalty, OTA must increase quality of website or application, in functional quality and hedonic quality. The purpose of this study is to learn the influence of functional quality and hedonic quality on loyalty which are mediated by perceived value, and is moderated by switching cost on flashpacker of OTA Agoda. This study uses quantitative method. Respondents in this study were flashpackers of Agoda who have used Agoda for minimal two times and live in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek). The primer data is collected by questionnaire which is spread by online to 391 respondents, which has 42 question that has been tested its validity dan reliability. The data calculation of respondents is counted by Structural Equation Model (SEM) with SmartPLS version 3.2.8. The result and the summary of this study is the significant influence of functional quality and hedonic quality on perceived value. Perceived value also has significant influence on loyalty. While switching cost is no significant in moderating the influence relation of perceived value and loyalty.

Keywords: functional, hedonic, quality, perceived value, loyalty

Berbegal-Mirabent, J., Mas-Machuca, M., & Marimon, F. (2015). Antecedents of online purchasing behaviour in the tourism sector. Industrial Management and Data Systems, 116(1), 87–102. https://doi.org/10.1108/IMDS-05-2015-0213

Calder, K. (2019). Statistical inference (pp. 1–4). Holt.

Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In G. A. Marcoulides, Modern Methods for Business Research. Lawrence Erlbaum Associates.

Joseph F. Hair, Jeffrey J. Risher, Marko Sarstedt, C. M. R. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1).

Lemeshow, D. W. (1990). Adequacy of Sample Size in Health Studies. John Wiley & Sons.

Nadhiroh, U. (2010). Pengaruh Bullying Student (Siswa Pembuat Onar) terhadap Disiplin Belajar Siswa pada Mata Pelajaran Pendidikan Agama Islam Di SMK IKIP Surabaya. Institut Agama Islam Negeri Sunan Ampel.

Peaton, J. (2018). What’s the average bounce rate in google analytics. https://www.gorocketfuel.com/the-rocket-blog/whats-the-average-bounce-rate-in-google-analytics/

Schofield, S. B. (2004). Bust the Budget and Go Backpacking in Style. The Sunday Times.

Sculley, D., Malkin, R. G., Basu, S., & Bayardo, R. J. (2009). Predicting bounce rates in sponsored search advertisements. Proceedings of the 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining.

Semrush. (2018). Traffic Analytics. https://www.semrush.com/analytics/traffic/overview

Setzler, C. S. (2009). EMS call volume predictions: A comparative study. Computers & Operations Research, 36(6), 1843–1851.

Sugiarto. (2017). Metodologi Penelitian Bisnis. Penerbit Andi.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822. https://doi.org/10.1002/mar.20030