Pengaruh kewajaran harga, citra perusahaan terhadap kepuasan dan loyalitas penimpang penerbangan domestik Garuda Indonesia di Bandara Soekarno Hatta Jakarta

Triana, Nova (2021) Pengaruh kewajaran harga, citra perusahaan terhadap kepuasan dan loyalitas penimpang penerbangan domestik Garuda Indonesia di Bandara Soekarno Hatta Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mempelajari pengaruh kewajaran harga dan citra perusahaan terhadap kepuasan dan loyalitas penumpang pada rute dalam negeri pesawat Garuda Indonesia di Bandara Soekarno Hatta, Jakarta. Teknik pengambilan sampel untuk riset ini dilakukan dengan teknik non-probabilitas sampling, yaitu purposive sampling, dimana responden merupakan penumpang pada rute dalam negeri pesawat Garuda Indonesia di Bandara Soekarno Hatta, Jakarta sebanyak 288 responden menggunakan metode pengumpulan data kuesioner. Data diproses menggunakan validitas, reliabilitas, dan analisis statistik. Sementara itu, pemrosesan data menggunakan Partial Least Square - Structural Equation Modeling (PLS-SEM) diproses melalui program SmartPLS yang menggambarkan kewajaran harga dan citra perusahaan memiliki pengaruh yang positif secara langsung maupun tidak langsung pada loyalitas penumpang yang dimediasi oleh kepuasan penumpang, sementara kewajaran harga memiliki pengaruh tidak positif pada loyalitas penumpang. / This research was conducted to study the effect of price fairness and corporate image on passenger satisfaction and loyalty on domestic routes of Garuda Indonesia aircraft at Soekarno Hatta Airport, Jakarta. The sampling technique for this research was carried out by using non-probability sampling technique, namely purposive sampling, in which 288 respondents were passengers on the domestic route of Garuda Indonesia aircraft at Soekarno Hatta Airport, Jakarta, using questionnaire data collection methods. The data were processed using validity, reliability, and statistical analysis. Meanwhile, data processing using Partial Least Square - Structural Equation Modeling (PLS-SEM) is processed through the SmartPLS program, which illustrates the fairness of prices and corporate image which have a positive effect directly or indirectly on passenger loyalty mediated by passenger satisfaction, while price fairness. has no positive influence on passenger loyalty.

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