Analisis pengaruh social media marketing, airline brand image dan airline trust terhadap airline loyalty dengan mediasi dari passengers perceived values dan satisfaction pada penumpang Scoot Airlines di kota Manado

MAKALEW, CINDY STEPHANIE (2025) Analisis pengaruh social media marketing, airline brand image dan airline trust terhadap airline loyalty dengan mediasi dari passengers perceived values dan satisfaction pada penumpang Scoot Airlines di kota Manado. Masters thesis, Universitas Pelita Harapan.

[thumbnail of Title]
Preview
Text (Title)
Title.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (97kB) | Preview
[thumbnail of Abstract]
Preview
Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (752kB) | Preview
[thumbnail of ToC]
Preview
Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (965kB) | Preview
[thumbnail of Chapter1]
Preview
Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB) | Preview
[thumbnail of Chapter2] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (8MB)
[thumbnail of Chapter3] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)
[thumbnail of Chapter4] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (15MB)
[thumbnail of Chapter5] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (2MB)
[thumbnail of Bibliography]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (188kB) | Preview
[thumbnail of Appendices] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)

Abstract

Industri penerbangan yang semakin kompetitif menuntut perusahaan untuk membangun loyalitas pelanggan secara berkelanjutan, khususnya di pasar dinamis seperti Kota Manado, Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, citra merek maskapai dan kepercayaan terhadap maskapai terhadap loyalitas pelanggan maskapai penerbangan dengan nilai yang dirasakan penumpang dan kepuasan penumpang sebagai variabel mediasi. Objek penelitian adalah Scoot Airlines, maskapai berbiaya rendah anak perusahaan Singapore Airlines, yang aktif memanfaatkan media sosial dalam menjangkau pasar Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 135 responden pengguna Scoot Airlines di Kota Manado. Analisis dilakukan menggunakan teknik Structural Equation Modeling (SEM) berbasis Partial Least Squares (SmartPLS). Hasil penelitian menunjukkan bahwa Social Media Marketing memiliki pengaruh yang kuat dan signifikan terhadap Nilai yang Dirasakan dan Kepuasan Penumpang. Kedua variabel ini secara signifikan memengaruhi Loyalitas Penumpang. Di antara semua variabel yang diuji, Kepuasan Penumpang menjadi faktor paling dominan dalam memprediksi loyalitas. Sebaliknya, Citra Merek Maskapai dan Kepercayaan terhadap Maskapai tidak menunjukkan pengaruh yang signifikan terhadap nilai maupun kepuasan dalam konteks penelitian ini. Penelitian ini menyimpulkan bahwa di pasar seperti Kota Manado, di mana penumpang sangat aktif secara digital dan mengutamakan interaksi berbasis pengalaman, strategi digital—terutama pemasaran media sosial yang efektif dan interaktif—berperan lebih besar dalam membentuk loyalitas dibandingkan persepsi merek atau kepercayaan. Bagi Scoot Airlines dan maskapai sejenis, penguatan pengalaman pelanggan melalui media sosial dan peningkatan kepuasan layanan secara konsisten menjadi kunci dalam mempertahankan loyalitas jangka panjang. Kata Kunci: Social Media Marketing, Citra Merek Maskapai, Kepercayaan terhadap Maskapai, Nilai yang Dirasakan Penumpang, Kepuasan Penumpang, Loyalitas Pelanggan, Pemasaran Digital / in the increasingly competitive airline industry, fostering customer loyalty has become essential, especially in dynamic markets such as the city of Manado, Indonesia. This study investigates the impact of social media marketing, airline brand image, and airline trust toward airline loyalty, with passengers' perceived values and satisfaction serving as mediating variables. Scoot Airlines, a low-cost carrier subsidiary of Singapore Airlines, serves as the research object due to its strategic role in regional air connectivity and digital marketing initiatives. A quantitative research approach was adopted, utilizing primary data collected through questionnaires distributed to 135 Scoot Airlines passengers in Manado. The structural equation modeling (SEM) technique using SmartPLS was employed to examine the hypothesized relationships between variables. The findings indicate that social media marketing has a strong and significant impact on both passenger perceived value and passenger satisfaction. These two variables significantly influence passenger loyalty. Among all variables examined, passenger satisfaction emerged as the most dominant factor in predicting loyalty. Conversely, airline brand image and airline trust did not have significant effects on perceived value or satisfaction in the context of this study. The study concludes that in markets like Manado, where passengers are digitally active and prioritize experience-based interactions, digital strategies—particularly effective and interactive social media marketing—play a more significant role in shaping loyalty than brand perception or trust. For Scoot Airlines and similar carriers, enhancing customer experience through social media and consistently improving service satisfaction are key strategies for sustaining long-term loyalty
Item Type: Thesis (Masters)
Creators:
Creators
NIM
Email
ORCID
MAKALEW, CINDY STEPHANIE
02629230025
csmakalew@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
GUNAWAN, HANANIEL MENNOVERDI
0712118402
hananiel.gunawan@uph.edu
Uncontrolled Keywords: social media marketing; citra merek maskapai; kepercayaan terhadap maskapai; nilai yang dirasakan penumpang; kepuasan penumpang; loyalitas pelanggan; pemasaran digital; airline brand image; airline trust; passengers perceived values; passengers satisfaction; customer loyalty; digital marketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management
Current > Faculty/School - UPH Surabaya > Business School > Master of Management
Depositing User: Cindy Stephanie Makalew
Date Deposited: 03 Jul 2025 03:26
Last Modified: 03 Jul 2025 03:26
URI: http://repository.uph.edu/id/eprint/69446

Actions (login required)

View Item
View Item