Motive Uses and Gratification Platform E-Traveling Traveloka: Analysis of Uses and Gratifications

Abstract

The study aims to identify and analyze the factors that influence consumer satisfaction in shopping online. This study focuses on consumer attitudes towards shopping online traveling, one of which is the Traveloka site, making it easy for consumers to process hotel, plane, and train ticket reservations. This research applies the uses and gratification theory and advertising theory. Through quantitative research methods, this study is to understand how promotion and service quality affects customer satisfaction. The number of respondents in this study was 50. The hypothesis was tested using multiple linear regression analysis SPSS 17 software assistance. The results showed an influence between promotion on customer satisfaction and service quality affects customer satisfaction. Based on the research, it is also known that the overall promotion and service quality significantly affect customer satisfaction. As the number of consumers who shop online continues to grow, information and communication technology must be developed to encourage further development online.