PENGARUH PENGGUNAAN E-COMMERCE TERHADAP KEPUASAN PELANGGAN HOTEL DENPASAR MAKASSAR

Abstract

Suci Amalia Tahir. 2020. The Effect of E-Commerce Use toward the Customer Satisfaction at Hotel Denpasar Makassar, supervised by Ridwan. This study aims to determine the effect of using e-commerce toward the customer satisfaction at Hotel Denpasar Makassar. The type of data used in this study was a data from primary and secondary sources. The study sample consisted of 100 respondents who were customer at the Hotel Denpasar Makassar who made reservation through e-commerce. The analytical method used in this study was a descriptive analysis, data quality testing, and hypothesis testing by first doing the classical assumption test. The results show the regression equation Y= 0.263+ 0.936X + ei. The constant (a) is 0.263, which means that if there is no change in the independent variable, then Customer Satisfaction is 0.263. The regression coefficient value for the e-commerce variable (X) is 0.936 which has a positive affect toward the Customer Satisfaction (Y) which indicates that when e-commerce increases by (1%), Customer Satisfaction will increase by 0.936. The partial test result, namety the independent variable (X) have a significant effect on the dependent variable (Y). It can be concluded that the use of E-commerce has a positive and significant effect toward the Customer Satisfaction at Hotel Denpasar Makassar.