<p>Latar belakang penelitian ini adalah Agoda yang jumlah pengunjungnya semakin menurun dari tahun ke tahun, padahal Agoda merupakan pelopor <em>Online Travel Agent</em> (OTA) di Indonesia. Jumlah pengunjung terus menurun menunjukkan kalau banyak konsumen yang tidak mempunyai <em>loyalty</em> terhadap Agoda.  Pada penelitian sebelumnya yang dilakukan oleh Jasmina Berbegal-Mirabent<em> et al. (</em>2015) tentang faktor-faktor yang mempengaruhi perilaku pembelian <em>online</em> di bidang turis, disebutkan bahwa untuk meningkatkan <em>loyalty </em>konsumen, OTA harus meningkatkan kualitas pada <em>website</em> atau aplikasinya, baik kualitas secara fungsional (<em>functional quality</em>) maupun secara hedonis (<em>hedonic quality</em>). Penelitian ini bertujuan untuk mengetahui pengaruh <em>functional quality</em> dan <em>hedonic quality</em> terhadap <em>loyalty</em> yang dimediasi oleh <em>perceived value</em>, dan dimoderasi <em>switching cost</em> pada <em>flashpacker </em>OTA Agoda. Penelitian ini menggunakan metode kuantitatif. Fokus penelitian ada pada <em>flashpacker</em> Agoda yang pernah menggunakan Agoda minimal sebanyak dua kali dan berdomisili di Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek). Data primer diperoleh melalui kuesioner yang disebarkan secara online ke 391 responden, terdiri dari 42 pertanyaan yang telah diuji validitas dan reliabilitasnya. Penghitungan data responden dihitung menggunakan <em>Structural Equation Model</em> (SEM) dengan SmartPLS versi 3.2.8. Hasil dan kesimpulan dari penelitian ini menemukan bahwa terdapat pengaruh yang signifikan antara <em>functional quality </em>dan <em>hedonic quality</em> terhadap <em>perceived value</em>. <em>Perceived value</em> juga memiliki pengaruh yang signifikan terhadap <em>loyalty</em>. Sedangkan <em>switching cost</em> tidak signifikan sebagai pemoderasi pengaruh <em>perceived value</em> terhadap <em>loyalty</em>.</p><p><em><strong>Kata kunci</strong>: <em>functional, hedonic</em><em>, quality, perceived value, loyalty</em></em></p><p><em><br /></em></p><p><em>The background of this study is Agoda’s visitors who decrease from years to years, even though Agoda is pioneer of Online Travel Agent (OTA) in Indonesia. Number of visitors show that many consumers do not have loyalty to Agoda. At previous study by Jasmina Berbegal-Mirabent et al. (2015) about the factors that affect online purchasing behavior in tourism, it is said that to increase consumer loyalty, OTA must increase quality of website or application, in functional quality and hedonic quality. </em><em>The purpose of this study is to learn the influence of functional quality and hedonic quality on loyalty which are mediated by perceived value, and is moderated by switching cost on flashpacker of OTA Agoda. This study uses quantitative method. Respondents in this study were flashpackers of Agoda who have used Agoda for minimal two times and live in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek). The primer data is collected by questionnaire which is spread by online to 391 respondents, which has 42 question that has been tested its validity dan reliability. The data calculation of respondents is counted by Structural Equation Model (SEM) with SmartPLS version 3.2.8. The result </em><em>and the summary </em><em>of this study is the significant influence of functional quality and hedonic quality on perceived value. Perceived value also has significant influence on loyalty. While switching cost is no significant in moderating the influence relation of perceived value and loyalty.</em></p><p><em><strong>Keywords</strong>: functional, hedonic</em><em>,</em><em> quality, perceived value, loyalty</em></p>

Fulfilling the need for food in the modern era changes as technology advances, not to mention the COVID-19 pandemic which requires that interpersonal communication be strictly avoided and/or distanced. The Sayurbox application provides a practical solution to connect buyers and sellers, whether as partners, agents, suppliers, etc. This research was presented with the aim of seeing the presence of the Sayurbox Business in accelerating in this case of family roles of Mr. Simon and Steward (a ten year old child) who has a father and son relationship. Leaning on the constructivism paradigm with a qualitative approach, Youtube Digital Content that tells the experience of the role of the family using Mayring Content Analysis Method. Results showed that Le Poire's Family Communication Role Theory which consists of two main functions can be accelerated well with the Sayurbox Application. The role of nurturing and controling occurs simultaneously in the form of carefully educating Mr. Simon as a father to the Steward as a child. The education delivered is not only verbal, but is implemented directly in the form of work in the daily life of the family.