PENGARUH AIRLINES SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY PENUMPANG MASKAPAI LOW-COST CARRIER
Abstract
Tingkat loyalitas penumpang sangat penting bagi maskapai apabila dilihat dari aspek airlines service quality dan brand image karena bertambahnya jumlah maskapai penerbangan Indonesia saat ini terutama maskapai LCC serta bertambahnya penumpang yang menggunakan jasa transportasi udara. Penelitian ini memiliki tujuan untuk mengetahui bagaimana dampak airlines service quality kepada customer loyalty, lalu dampak brand image kepada customer loyalty pada penumpang maskapai LCC, serta dampak airlines service quality dan brand image kepada customer loyalty kepada penumpang maskapai LCC. Metode yang digunakan dalam penelitian ini yaitu metode kuantitatif serta non- probability sampling dengan purposive sampling kepada 385 responden yang pernah menggunakan tiga maskapai LCC yaitu Lion Air, AirAsia, dan Citilink. Analisis data dilakukan dengan analisis deskriptif, lalu uji asumsi klasik, lalu analisis regresi linear berganda, uji hipotesis parsial (uji T), uji hipotesis simultan (uji F), serta uji koefisien determinasi. Penelitian ini menunjukan hasil bahwa airlines service quality mempunyai dampak positif dan signifikan terhadap customer loyalty, sedangkan brand image memiliki dampak positif tapi tidak signifikan kepada customer loyalty penumpang maskapai LCC. Selain itu, hasil penelitian juga menunjukan terdapat dampak airlines service quality (X1) dan brand image (X2) kepada customer loyalty (Y) sebesar 12,11%.
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Ginting, D. Y. Br., Suyanto, A., & Febrianta, M. Y. (2022b). Analysis of the Effect of E-Service Quality on E-Customer Satisfaction and E-Customer Loyalty on Shopee. Asian Journal of Research in Business and Management, 4(3), 396–411.
Hardani, Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). METODE PENELITIAN KUALITATIF & KUANTITATIF (H. Abadi, Ed.; 1st ed.). CV. Pustaka Ilmu.
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Insani, N. A., & Madiawati, P. N. (2020). Pengaruh Kualitas Pelayanan, Harga dan Promosi terhadap Loyalitas Pelanggan GoFood di Kota Bandung. Jurnal Ilmiah Manajemen Dan Akuntansi, 4(3).
Irfan, M. (2019). PENGARUH AIRLINE SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION DAN DAMPAKNYA TERHADAP WORD OF MOUTH (STUDI PADA PENGGUNA MASKAPAI LION AIR DI INDONESIA). E-Proceeding of Management, 6.
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Rady, H. A. W. A. (2018). Measuring Airline Service Quality Using AIRQUAL Model: A Study Applied to Egyptair. International Journal of Heritage, Tourism and Hospitality, 12.
Rizaty, M. A. (2023, January 4). 5,55 Juta Orang Naik Pesawat di Indonesia pada November 2022. Dataindonesia.Id. https://dataindonesia.id/sektor-riil/detail/555-juta-orang-naik-pesawat-di-indonesia-pada-november-2022
Sari, N., Priyatama, N., & Satwika, P. A. (2019). Loyalitas Pelanggan Maskapai Penerbangan Ditinjau dari Kualitas Layanan dan Emotional Branding. Jurnal Magister Psikologi UMA, 11.
Sarippudin, A., Fitriani, I. D., & Zulkarnaen, W. (2019). Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di ITC Kebon Kalapa Bandung. Jurnal SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu, 1(3), 42-51.
Semadi, I. P. Y., & Ariyanti, M. (2018a). THE INFLUENCE OF BRAND EXPERIENCE, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY OF ABC-CASH. Asian Journal of Management Sciences & Education, 7(3).
Semadi, I. P. Y., & Ariyanti, M. (2018b). THE INFLUENCE OF BRAND EXPERIENCE, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY OF ABC-CASH. Asian Journal of Management Sciences & Education, 7.
Sugiyono. (2022). METODE PENELITTAN KUANTITATIF, KUALITATIF DAN R&D (29 Edition). PENERBIT ALFABETA.
Sujarweni, V. W. (2019). Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru Press.
Sukmana, Y. (2018, November 28). Mengupas Citra Gemar Delay dan Tak Aman Maskapai Bertarif Murah. Ekonomi.Kompas.Com.
Wibowo, B. W., Darunanto, D., & Susanto, P. C. (2021). SERVICE RECOVERY DUE TO PLANE CRASH ON CUSTOMER TRUST: A CASE ON LOW-COST CARRIER AIRLINE. Advances in Transportation and Logistics Research, 4.
Wildan, M. (2020, April 17). Dampak Corona, Sektor Penerbangan Domestik Kehilangan Pendapatan Rp207 Miliar. Ekonomi.Bisnis.Com. https://ekonomi.bisnis.com/read/20200417/9/1228562/dampak-corona-sektor-penerbangan-domestik-kehilangan-pendapatan-rp207-miliar
Wilson, N. (2018). THE IMPACT OF SERVICE QUALITY AND BRAND IMAGE TOWARD CUSTOMER LOYALTY IN THE INDONESIAN AIRLINES INDUSTRY. Jurnal Manajemen Indonesia, 18.
Yandrianis. (2015). Pengaruh Service Quality Dan Price Terhadap Kepuasan Pengguna Layanan Low-Cost Carrier Di Indonesia. EProceedings of Management, 2.
Yusuf, F. (2023, January 13). Daftar Maskapai Favorit Orang Indonesia: Garuda Indonesia Teratas . Cnnindonesia.Com. https://www.cnnindonesia.com/gaya-hidup/20230113094846-269-899899/daftar-maskapai-favorit-orang-indonesia-garuda-indonesia-teratas
Published
2023-07-13
How to Cite
Abdurochman, A. F., & Tantra, T. (2023). PENGARUH AIRLINES SERVICE QUALITY DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY PENUMPANG MASKAPAI LOW-COST CARRIER. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1327-1345. https://doi.org/10.31955/mea.v7i2.3168
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