Customer Considerations in Hotel Reservations Based on UI/UX of Application Design

Yasir Sani; Rizdania Dermawi; Tegar Wahyu W.W. Putro

doi:10.30649/aamama.v28i1.281

Penulis

Yasir Sani Universitas Muhammadiyah Sidenreng Rappang
Rizdania Dermawi Universitas PGRI Wiranegara https://orcid.org/0000-0001-8494-7960
Tegar Wahyu W.W. Putro Universitas PGRI Wiranegara

DOI:

https://doi.org/10.30649/aamama.v28i1.281

Kata Kunci:

Customer Consideration, Application Design, Hotel Reservation, Booking Application

Abstrak

Transformasi digital dalam industri perhotelan telah meningkatkan ketergantungan pelanggan pada aplikasi reservasi hotel. Studi ini menganalisis faktor UI/UX yang memengaruhi keputusan pelanggan saat memilih aplikasi pemesanan hotel. Pendekatan kuantitatif digunakan untuk mensurvei 284 responden yang secara aktif menggunakan aplikasi reservasi hotel. Data dianalisis menggunakan statistik deskriptif dan metode Structural Equation Modeling (SEM) untuk mengevaluasi hubungan antara kemudahan navigasi, tampilan visual, fitur pencarian, transparansi informasi, dan keamanan transaksi terhadap kepuasan dan loyalitas pelanggan. Hasil penelitian menunjukkan bahwa faktor UI/UX memengaruhi keputusan pelanggan secara signifikan. Kemudahan navigasi dan tampilan visual yang menarik meningkatkan kepercayaan pengguna, sementara fitur pencarian yang praktis dan transparansi informasi berkontribusi pada pengalaman pengguna yang lebih baik. Selain itu, keamanan transaksi merupakan faktor signifikan yang dipertimbangkan pelanggan saat menggunakan aplikasi. Studi ini memberikan wawasan bagi pengembang aplikasi untuk terus meningkatkan UI/UX guna meningkatkan kepuasan dan loyalitas pelanggan di industri perhotelan digital yang semakin kompetitif.

Unduhan

Data unduhan belum tersedia.

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