EXPLORING THE IMPACT OF SOCIAL MEDIA SENTIMENT ANALYSIS ON TOURIST SATISFACTION IN INDONESIA
Abstract
This research aims to explore the factors influencing tourist satisfaction in the context of online travel bookings, with a specific focus on the Traveloka platform in Indonesia. Leveraging the uses and gratifications theory along with insights from advertising theory, the study employs quantitative research methods to investigate the impact of promotion and service quality on customer satisfaction. The sample comprises 50 respondents, and multiple linear regression analysis using SPSS 17 software is employed to test the hypotheses. The findings reveal a significant influence of both promotion and service quality on customer satisfaction, indicating that effective promotion and high service quality contribute positively to overall customer satisfaction. As the online tourism sector continues to witness growth in consumer engagement, this research underscores the importance of advancing information and communication technology to foster ongoing development in the online travel industry
Keywords:
Uses and gratification theory, advertising theory, consumer attitudes, online shopping, TravelokaDownloads
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