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International Journal on Information and Communication Technology (IJoICT)International Journal on Information and Communication Technology (IJoICT)

Advancements in technology and the widespread availability of information have made everything easier and more efficient for us to obtain. Innovation in the application of movie ticket booking technology can attract buyers as it is considered to facilitate users in ticket booking transactions. Cinema networking service providers offer various features and information on their applications such as movie listings, showtimes, seat selection, and payment options to attract a positive image and trust. In order to enhance user satisfaction, service providers must also improve the quality of the services provided. This research aims to examine the influence of service quality on user satisfaction. Data collection was conducted through questionnaires distributed to respondents and the data processing technique used is SmartPLS (Smart Partial Least Squares) to analyze the measurement and structural models. The method used is E-Service Quality with indicators of seven dimensions are Efficiency, Fulfillment, Reliability, Privacy, Responsiveness, Compensation, and Contact along with the external variable of Security. The results revealed that the hypothesis testing conducted for all indicators shows the value of T-Statistics > 1.96, the value of P-Values < 0.05, and the value of R-Square above 0.33 indicated a moderate classification of the influence of E-Service Quality on the E-Customer Satisfaction of the cinema ticket booking application.

This research determined the influence of E-Service Quality dimensions on user satisfaction with a movie ticket booking application.The study found that seven out of eight hypotheses were accepted, indicating a significant positive impact of Efficiency, Fulfillment, Reliability, Responsiveness, Compensation, Contact, and Security on E-Customer Satisfaction.However, Privacy showed a significant negative impact.Overall, E-Service Quality explains 63% of the variance in E-Customer Satisfaction, suggesting its substantial role in user experience.

Penelitian lebih lanjut dapat dilakukan untuk mengeksplorasi secara mendalam faktor-faktor lain yang memengaruhi kepuasan pelanggan dalam pemesanan tiket bioskop secara online, seperti pengaruh personalisasi rekomendasi film berdasarkan preferensi pengguna atau integrasi dengan platform media sosial untuk berbagi pengalaman menonton. Selain itu, studi komparatif dapat dilakukan dengan membandingkan tingkat kepuasan pelanggan antara berbagai aplikasi pemesanan tiket bioskop yang berbeda untuk mengidentifikasi praktik terbaik dan area yang perlu ditingkatkan. Terakhir, penelitian kualitatif seperti wawancara mendalam atau focus group discussion dapat digunakan untuk menggali lebih dalam persepsi dan harapan pelanggan terhadap kualitas layanan yang diberikan oleh aplikasi pemesanan tiket bioskop, sehingga dapat memberikan wawasan yang lebih komprehensif dan relevan bagi pengembang aplikasi dan penyedia layanan.

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