Kuswandi, Steffani
(2018)
Faktor - faktor yang memengaruhi repurchase intentions pada maskapai penerbangan lion air = Factors affecting repurchase intentions of lion air airlines.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menginvestigasi pengaruh dari word of mouth, customer commitment, customer satisfaction terhadap repurchase intentions; customer commitment dan customer satisfaction terhadap word of mouth, perceived corporate reputation dan customer satisfaction terhadap customer commitment, serta pengaruh dari perceived corporate reputation terhadap customer satisfaction pada maskapai penerbangan Lion Air. Di dalam penelitian ini, terdapat 8 hipotesis yang akan diujikan. Jumlah sampel yang digunakan adalah 230 responden yang disebarkan kepada konsumen yang pernah menggunakan maskapai penerbangan Lion Air selama enam bulan terakhir. Metode Analisa data yang digunakan adalah PLS-SEM (Partial Least Square- Structural Equation Modeling) dengan teknik pengambilan sampel adalah menggunakan judgement sampling. Hasil penelitian menunjukkan bahwa reputasi perusahaan berpengaruh positif terhadap kepuasan konsumen, reputasi perusahaan berpengaruh positif terhadap komitmen, kepuasan konsumen berpengaruh positif terhadap komitmen konsumen, kepuasan konsumen berpengaruh positif terhadap word of mouth, kepuasan konsumen berpengaruh positif terhadap niat beli ulang, komitmen konsumen berpengaruh positif terhadap niat beli ulang, komitmen konsumen berpengaruh positif terhadap word of mouth dan word of mouth berpengaruh positif terhadap niat beli ulang. Implikasi dari penelitian ini adalah perusahaan maskapai penerbangan perlu memperhatikan aspek-aspek lainnya seperti memberikan pelayanan dan pengalaman yang baik yang dapat dilakukan dengan mengkampanyekan jadwal ontime didalam penerbangan, menjamin adanya keamanan pada bagasi, kemudahan didalam melakukan check-in, meningkatkan safety dari maskapai penerbangan serta dapat memberikan loyalty programs sehingga konsumen akan merasa puas, berkomitmen dan menyebarkan word of mouth positif Selain itu perusahaan juga dapat menciptakan image positif baik sehingga dapat membentuk reputasi perusahan yang lebih baik.
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This study aims to investigation the effect of word of mouth, customer commitment customer satisfaction to repurchase intentions: customer satisfaction and customer commitment to word of mouth intentions, customer satisfaction and perceived corporate reputation to customer commitment; perceived corporate reputation to customer satisfaction in Lion Air Airline. In this study, there are eight hypotheses will be tested. The number of sample size was 230 respondents spread across the consumers who had used the Lion Air airline for this past six months. Data analysis method in this study used PLS- SEM ((Partial Least Square- Structural Equation Modeling) with the sampling technique used judgment sampling. The results of this study are perceived reputation has a positive effect on customer satisfaction, perceived corporate reputation has a positive effect on commitment, customer satisfaction has a positive effect on customer commitment, customer satisfaction has a positive effect on word of mouth, customer satisfaction has a positive effect on repurchase intention, customer commitment has a positive effect on word of mouth, and word of mouth has a positive effect on repurchase intentions. The managerial implications of this research are the company needs to pay attentions and consider the other aspects in providing good services and experiences such as campaigning ontime flight schedules, ensuring luggage safety, a convenience check in and also prioritizing the safety so the consumers will feel satisfied, committed and spread positive word of mouth. In addition, the company can also build a good reputation by creating a positive image and giving a good attitude so that can help the company to form a better corporate reputation.
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