ANALYSIS OF THE USE OF TRAVELOKA PLATFORM IN BOOKING AIRLINE TICKETS FOR USERS IN BATAM CITY
-
Khainur Nisa Septianti(1*)
Majoring in Tourism, Faculty Business and Management, Batam International University
-
Dame Afrina Sihombing(2)
Majoring in Tourism, Faculty Business and Management, Batam International University
-
Oda Ignatius Besar Hariyanto(3)
Majoring in Tourism, Faculty Business and Management, Batam International University
(*) Corresponding Author
Keywords:
Online Travel Agent (OTA), Customer Satisfaction, Consumer Online Reviews, Continuance Intention
Abstract
This study examines the relationship between the role of online reviews usefulness and credibility in driving customer satisfaction and continued use of Traveloka. Set within the context of Indonesia’s post-pandemic tourism recovery and the growing competition in the digital marketplace, the research underscores the importance of understanding consumer behaviour in the tourism sector. Adopting a quantitative approach, data were collected from 300 respondents in Batam City, Riau Islands Province, using purposive sampling through an online survey. Data analysis was conducted using structural equation modelling with partial least squares. The results reveal that consumer reviews significantly influence customer satisfaction by offering reliable information regarding service quality and convenience. Positive reviews help people trust the platform, which makes them more likely to keep using it. In addition, the findings show that customer satisfaction has a significant positive impact on the intention to continue using the service, meaning that satisfied users are more likely to maintain their engagement and consistently use the Traveloka digital platform over time. However, external factors, such as government policies and macroeconomic changes, may also impact travellers' preferences. To enhance the competitiveness of digital platforms in the travel industry, the study highlights the critical role of continuous innovation.
Keywords: Online Travel Agent (OTA); Customer Satisfaction; Consumer Online Reviews; Customer Satisfaction; Continuance Intention
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References
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Azlan, A., & Shamsudin, M. F. (2020). Why Customer Satisfaction Is Important To Business ? 2(1).
Camilleri, M. A., & Filieri, R. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors affecting revisit intentions. International Journal of Hospitality Management, 114. https://doi.org/10.1016/j.ijhm.2023.103575
Cholik, D. M. A. (2017). The Development of Tourism Industry in Indonesia: Current Problems and Challenges. European Journal of Research and Reflection in Management Scienes, 5(1), 49–59.
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Model, C. C. P., Ferri, F., & Grifoni, P. (2022). What Factors Make Online Travel Reviews Credible ?
Mulyati, D. A. (2022). Pentingnya Teknologi Sebagai Media Informasi dan Layanan Pada Website Digital Traveloka. http://dx.doi.org/10.31219/osf.io/hqzy2
Murti, N. W., Riyanto, B., & Itasari, A. A. (2024). Pengaruh Electronic-Word Of Mouth ( E-Wom) Pada Media Sosial Instagram Dan Citra Destinasi Terhadap Keputusan Pembelian ( Survei pada Pengunjung Objek Wisata Kemuning Sky Hills ). 11, 37–46.
Ngoc, N., Phuong, D., Luan, L. T., Dong, V. Van, Le, N., & Khanh, N. (2020). Examining Customers ’ Continuance Intentions towards E-wallet Usage : The Emergence of Mobile Payment Acceptance in Vietnam. 7(9), 505–516.
https://doi.org/10.13106/jafeb.2020.vol7.no9.505
Permatasari, L. D., & Santosa, S. B. (2021). Pengaruh Review Konsumen, Kualitas Pelayanan, Dan Promosi Penjualan Terhadap Minat Pembelian Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Konsumen Marketplace Shopee di Kota Semarang). Diponegoro Journal of Management, 10(4), 1–6. http://ejournal-s1.undip.ac.id/index.php/dbr
Pooja, K., & Upadhyaya, P. (2024). What makes an online review credible? A systematic review of the literature and future research directions. In Management Review Quarterly (Vol. 74, Issue 2). Springer International Publishing.
https://doi.org/10.1007/s11301-022-00312-6
Putri, D., Sihombing, D. A., & Hariyanto, O. I. B. (2023). The Involvement of Reviews in Online Travel Agencies to Increase Hotel Booking Intention in Batam. Jurnal Manajemen Pelayanan Hotel, 7(2), 994. https://doi.org/10.37484/jmph.070220
Rizky , G. A. & Yamit, Z. (2018). Analisis Kualitas Layanan Pada Perusahaan E-Commerce Traveloka. Journal of Chemical Information and Modeling, 53(15), 1689–1699.
Safrianti, S., & Puspita, V. (2021). Peran Manajemen Keuangan Umkm Di Kota Bengkulu Sebagai Strategi Pada Masa New Normal Covid-19. Creative Research Management Journal, 4(1), 61. https://doi.org/10.32663/crmj.v4i1.1923
Sahri, S., Endah, N., & Wuryandari, R. (2023). Pengaruh User Interface dan User Experience pada Customer Satisfaction dan implikasinya pada Intention To Continue To Use Tokopedia Pendahuluan Dalam era digital , sistem jual beli melalui situs online menghilangkan batasan jarak dan. 01(02), 80–88.
Sari, Y. E., Savitri, C., & Faddila, S. P. (2023). Pengaruh Online Customer Review Dan Rating Terhadap Kepuasan Konsumen Pada Aplikasi Pt. Bfi Finance Indonesia Tbk Cabang Karawang. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 2064–2079. https://doi.org/10.31539/costing.v7i1.7389
Shabilla, P. A., Listyorini, S., & Hadi, S. P. (2022). Pengaruh Harga, Promosi, dan Kemudahan Transaksi terhadap Keputusan Pembelian (Studi pada Konsumen Traveloka di Semarang). Jurnal Ilmu Administrasi Bisnis, 11(3), 605–613. https://doi.org/10.14710/jiab.2022.34854
Sihombing, D. A., & Hellen, H. (2021). Faktor Yang Mempengaruhi Kepuasan Pelanggan Menginap di Chain Hotel. Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(1), 22–29. https://doi.org/10.31294/khi.v12i1.9445
Simamora, B. (2022). Skala Likert, Bias Penggunaan dan Jalan Keluarnya. Jurnal Manajemen, 12(1), 84–93. https://doi.org/10.46806/jman.v12i1.978
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Tatael, M. V, Soegoto, A. S., & Poluan, J. G. (2022). Jurnal EMBA Vol 10 . No . 2 , April 2022 , Hal . 114-134. 10(2), 124–134.
Tekaqnetha, G., & Rodhiah, R. (2020). Faktor Yang Mempengaruhi Continuance Intention GO-PAY Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 173. https://doi.org/10.24912/jmk.v2i1.7457
Traveloka. (2024). Traveloka, Live Your Way. https://www.traveloka.com/id-id/about-us
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Wang, J., Shen, X., Huang, X., & Liu, Y. (2021). Influencing Factors of the Continuous Usage Intention of Consumers of Online Food Delivery Platform Based on an Information System Success Model. Frontiers in Psychology, 12(August), 1–12. https://doi.org/10.3389/fpsyg.2021.716796
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Yuniarti, M. S., & Syamsuddin, M. L. (2022). Implementation of Tourism Development Policy in Geopark Ciletuh-Pelabuhanratu , West Java , Indonesia (Vol. 11, Issue 10).
Yusri, A. Z. dan D. (2020). Gambaran umum traveloka. Jurnal Ilmu Pendidikan, 7(2), 809–820.
Zhou, K., & Yao, Z. (2023). Analysis of Customer Satisfaction in Tourism Services Based on the Kano Model. Systems, 11(7). https://doi.org/10.3390/systems11070345
Agustina, L., & Fayardi, A. O. (2019). Online Review : Indikator Penilaian Kredibilitas Online dalam Platform E-commerce. 4, 141–154.
Ardani, W., Rahyuda, K., Giantari, I. G. A. K., & Gde, I. P. (2020). Customer Satisfaction and Behavioral Intentions in Tourism : A Literature Review. 4(3).
Asrulla, Risnita, Jailani, M. S., & Jeka, F. (2023). Populasi dan Sampling (Kuantitatif), Serta Pemilihan Informan Kunci (Kualitatif) dalam Pendekatan Praktis. Jurnal Pendidikan Tambusai, 7(3), 26320–26332.
Azlan, A., & Shamsudin, M. F. (2020). Why Customer Satisfaction Is Important To Business ? 2(1).
Camilleri, M. A., & Filieri, R. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors affecting revisit intentions. International Journal of Hospitality Management, 114. https://doi.org/10.1016/j.ijhm.2023.103575
Cholik, D. M. A. (2017). The Development of Tourism Industry in Indonesia: Current Problems and Challenges. European Journal of Research and Reflection in Management Scienes, 5(1), 49–59.
Dewi, K., Angligan, I. G. K. H., & Mahardika, I. M. N. O. (2023). Strategi Meningkatkan Peran Media Sosial Dalam Membranding Destinasi Wisata Sebagai Media Pemasaran. Waisya : Jurnal Ekonomi Hindu, 2(1), 1–11.
https://doi.org/10.53977/jw.v2i1.923
Fauziah, Y., Dwikotjo, F., Sumantyo, S., & Ali, H. (2023). Pengaruh Online Consumer Review, Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian. 1(1), 48–64.
Filieri, R., Lin, Z., Pino, G., Alguezaui, S., & Inversini, A. (2021). The role of visual cues in eWOM on consumers’ behavioral intention and decisions. Journal of Business Research, 135(July), 663–675. https://doi.org/10.1016/j.jbusres.2021.06.055
Firmansyah, M., & Artikel, I. (2021). Esensi Perbedaan Metode Kualitatif Dan Kuantitatif. 3(2).
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027.
https://doi.org/10.1016/j.rmal.2022.100027
Hariyanto, O. I. B. (2022). Implementation of Tiktok Popular Culture As a Digital Marketing Technique To Attract Consumers. The Seybold Report, 17(7), 266–277. https://doi.org/10.5281/zenodo.6865409
Intention, C., & Purchase, T. O. (2021). Digital economy : theory and practice. 14(1), 7–20. https://doi.org/10.18721/JE.14101
Kemenparekraf/Baparekraf RI. (2024). Siaran Pers: Menparekraf: Jumlah Kunjungan Wisman Sepanjang 2023 Lampaui Target.
https://kemenparekraf.go.id/berita/siaran-pers-menparekraf-jumlah-kunjungan-wisman-sepanjang-2023-lampaui-target
Kordina, L., Hayuhardhika, W., Putra, N., & Herlambang, A. D. (2019). Evaluasi Keadaan Continuance Intention to Use dan Citizen Support pada Implementasi Layanan Website Pusat Pelayanan Pengaduan Masyarakat ( P3M ) Kabupaten Sidoarjo. 3(5), 4951–4960.
Latuheru, M. N., & Irwansyah, I. (2019). Aplikasi Traveloka sebagai Bentuk Konstruksi Sosial dalam Dunia Siber. Jurnal Kajian Media, 3(2)
https://doi.org/10.25139/jkm.v3i2.1013
Lenaini, I. (2021). Teknik Pengambilan Sampel Purposive Dan Snowball Sampling. HISTORIS: Jurnal Kajian, Penelitian & Pengembangan Pendidikan Sejarah, 6(1), 33–39. http://journal.ummat.ac.id/index.php/historis
Maharani, N. (2022). Analisis Faktor Stimulus Ulasan Online Terhadap Kepercayaan Konsumen Dan Kredibilitas Ulasan Serta Dampaknya Terhadap Minat Beli. https://dspace.uii.ac.id/bitstream/handle/123456789/39228/18311073.pdf?sequence=1&isAllowed=y
Model, C. C. P., Ferri, F., & Grifoni, P. (2022). What Factors Make Online Travel Reviews Credible ?
Mulyati, D. A. (2022). Pentingnya Teknologi Sebagai Media Informasi dan Layanan Pada Website Digital Traveloka. http://dx.doi.org/10.31219/osf.io/hqzy2
Murti, N. W., Riyanto, B., & Itasari, A. A. (2024). Pengaruh Electronic-Word Of Mouth ( E-Wom) Pada Media Sosial Instagram Dan Citra Destinasi Terhadap Keputusan Pembelian ( Survei pada Pengunjung Objek Wisata Kemuning Sky Hills ). 11, 37–46.
Ngoc, N., Phuong, D., Luan, L. T., Dong, V. Van, Le, N., & Khanh, N. (2020). Examining Customers ’ Continuance Intentions towards E-wallet Usage : The Emergence of Mobile Payment Acceptance in Vietnam. 7(9), 505–516.
https://doi.org/10.13106/jafeb.2020.vol7.no9.505
Permatasari, L. D., & Santosa, S. B. (2021). Pengaruh Review Konsumen, Kualitas Pelayanan, Dan Promosi Penjualan Terhadap Minat Pembelian Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening (Studi Pada Konsumen Marketplace Shopee di Kota Semarang). Diponegoro Journal of Management, 10(4), 1–6. http://ejournal-s1.undip.ac.id/index.php/dbr
Pooja, K., & Upadhyaya, P. (2024). What makes an online review credible? A systematic review of the literature and future research directions. In Management Review Quarterly (Vol. 74, Issue 2). Springer International Publishing.
https://doi.org/10.1007/s11301-022-00312-6
Putri, D., Sihombing, D. A., & Hariyanto, O. I. B. (2023). The Involvement of Reviews in Online Travel Agencies to Increase Hotel Booking Intention in Batam. Jurnal Manajemen Pelayanan Hotel, 7(2), 994. https://doi.org/10.37484/jmph.070220
Rizky , G. A. & Yamit, Z. (2018). Analisis Kualitas Layanan Pada Perusahaan E-Commerce Traveloka. Journal of Chemical Information and Modeling, 53(15), 1689–1699.
Safrianti, S., & Puspita, V. (2021). Peran Manajemen Keuangan Umkm Di Kota Bengkulu Sebagai Strategi Pada Masa New Normal Covid-19. Creative Research Management Journal, 4(1), 61. https://doi.org/10.32663/crmj.v4i1.1923
Sahri, S., Endah, N., & Wuryandari, R. (2023). Pengaruh User Interface dan User Experience pada Customer Satisfaction dan implikasinya pada Intention To Continue To Use Tokopedia Pendahuluan Dalam era digital , sistem jual beli melalui situs online menghilangkan batasan jarak dan. 01(02), 80–88.
Sari, Y. E., Savitri, C., & Faddila, S. P. (2023). Pengaruh Online Customer Review Dan Rating Terhadap Kepuasan Konsumen Pada Aplikasi Pt. Bfi Finance Indonesia Tbk Cabang Karawang. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 2064–2079. https://doi.org/10.31539/costing.v7i1.7389
Shabilla, P. A., Listyorini, S., & Hadi, S. P. (2022). Pengaruh Harga, Promosi, dan Kemudahan Transaksi terhadap Keputusan Pembelian (Studi pada Konsumen Traveloka di Semarang). Jurnal Ilmu Administrasi Bisnis, 11(3), 605–613. https://doi.org/10.14710/jiab.2022.34854
Sihombing, D. A., & Hellen, H. (2021). Faktor Yang Mempengaruhi Kepuasan Pelanggan Menginap di Chain Hotel. Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(1), 22–29. https://doi.org/10.31294/khi.v12i1.9445
Simamora, B. (2022). Skala Likert, Bias Penggunaan dan Jalan Keluarnya. Jurnal Manajemen, 12(1), 84–93. https://doi.org/10.46806/jman.v12i1.978
Suasapha, A. H., Studi, P., Pariwisata, D., Bali, P. P., & Bali, N. D. (2020). Skala Likert Untuk Penelitian Pariwisata ; Beberapa. 19(1), 29–40.
Tatael, M. V, Soegoto, A. S., & Poluan, J. G. (2022). Jurnal EMBA Vol 10 . No . 2 , April 2022 , Hal . 114-134. 10(2), 124–134.
Tekaqnetha, G., & Rodhiah, R. (2020). Faktor Yang Mempengaruhi Continuance Intention GO-PAY Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 2(1), 173. https://doi.org/10.24912/jmk.v2i1.7457
Traveloka. (2024). Traveloka, Live Your Way. https://www.traveloka.com/id-id/about-us
Ummah, M. S. (2019). Rumus Slovin. Sustainability (Switzerland), 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0A
Utami, H. N., & Padjadjaran, U. (2018). Pengaruh Bauran Pemasaran Terhadap Perilaku Online Shopping : Perspektif Pengaruh Bauran Pemasaran Terhadap Perilaku Online Shopping : Perspektif Pemasaran Agribisnis. July.
Wang, J., Shen, X., Huang, X., & Liu, Y. (2021). Influencing Factors of the Continuous Usage Intention of Consumers of Online Food Delivery Platform Based on an Information System Success Model. Frontiers in Psychology, 12(August), 1–12. https://doi.org/10.3389/fpsyg.2021.716796
World Travel & Tourism Council. (2025). Global Travel & Tourism is Strong Despite Economic Headwinds. World Travel & Tourism Council. https://wttc.org/news/global-travel-and-tourism-is-strong-despite-economic-headwinds
Yuniarti, M. S., & Syamsuddin, M. L. (2022). Implementation of Tourism Development Policy in Geopark Ciletuh-Pelabuhanratu , West Java , Indonesia (Vol. 11, Issue 10).
Yusri, A. Z. dan D. (2020). Gambaran umum traveloka. Jurnal Ilmu Pendidikan, 7(2), 809–820.
Zhou, K., & Yao, Z. (2023). Analysis of Customer Satisfaction in Tourism Services Based on the Kano Model. Systems, 11(7). https://doi.org/10.3390/systems11070345
Published
2025-11-05
How to Cite
Septianti, K., Sihombing, D., & Hariyanto, O. (2025). ANALYSIS OF THE USE OF TRAVELOKA PLATFORM IN BOOKING AIRLINE TICKETS FOR USERS IN BATAM CITY. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1819-1831. https://doi.org/10.35508/jom.v18i3.20412
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Articles
