EMPIRICAL STUDY OF CUSTOMER SATISFATION AND LOYALTY TRAVEL E-COMMERCE IN INDONESIA

Abstract The development of the travel agent industry business in Indonesia is increasingly favored by the public. As time goes by, Travel Agents have entered the world of online business. Seeing the increasingly competitive competition for mobile applications providing flight tickets and online hotel bookings with an increasing number of internet users such as mobile applications, an effective marketing strategy is needed to ensure customer satisfaction and loyalty. The purpose of this study was to determine the effect of product quality, price, and promotion on customer satisfaction and loyalty. The results of this study state that simultaneously product quality, price, promotion affect consumer satisfaction and loyalty, partially product quality, price, affect consumer satisfaction but promotion has no effect on consumer satisfaction. Meanwhile, product quality, promotions have an effect on loyalty, although price has no effect on consumer loyalty. While satisfaction has an effect on consumer loyalty. Even though the results are good, it can still be improved by providing guarantees for the products sold, bundling programs, and discount programs at certain times, long-term ticket booking programs, vacation package programs, and sponsorship programs in collaboration with the media both above the line and below the line. Line, membership program so that customer satisfaction and loyalty will continue to be created