MODEL PERILAKU LOYAL PELANGGAN MASKAPAI PENERBANGAN DI INDONESIA

YHANI MARDANI, - (2020) MODEL PERILAKU LOYAL PELANGGAN MASKAPAI PENERBANGAN DI INDONESIA. S3 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri jasa penerbangan di Indonesia memiliki tingkat loyalitas yang paling rendah dibandingkan dengan industri lainnya. Kondisi tersebut diduga berkaitan dengan permasalahan yang berkaitan dengan customer experience, price attractiveness, manajemen hubungan pelanggan, dan reputasi maskapai. Penelitian ini bertujuan untuk mengetahui, menganalisis, serta mengkaji tentang reputasi maskapai, manajemen hubungan pelanggan, price attractiveness, customer experience, dan perilaku loyal pelanggan maskapai penerbangan nasional di Indonesia; dan pengaruh reputasi maskapai, manajemen hubungan pelanggan, dan price attractiveness terhadap customer experience dan terhadap perilaku loyal pelanggan. Penelitian ini menggunakan pendekatan kuantitatif. Unit analisis adalah perusahaan maskapai penerbangan nasional yang telah mengeluarkan program manajemen hubungan pelanggan (Frequent Flyer) yang terdiri dari 3 maskapai penerbangan yaitu Lion Air (Lion Air Pasport), Citylink (Supergreen Card), Air Asia (Big Loyalty Card). Unit observasi adalah penumpang yang memiliki kartu keanggotaan maskapai lebih dari satu. Time horizon dalam penelitian ini adalah cross sectional. Pengumpulan data primer dilakukan dengan kuesioner kepada 300 responden dengan teknik purposive sampling. Analisis verifikatif dilakukan dengan menggunakan model Structural Equation Modeling (SEM). Temuan memperlihatkan bahwa reputasi maskapai belum tinggi, manajemen hubungan pelanggan belum menarik, price attractiveness dipersepsi menarik, customer experience dipersepsi baik, dan perilaku loyal pelanggan belum tergolong tinggi. Price attractiveness berpengaruh lebih besar terhadap customer experience dibandingkan reputasi maskapai dan manajemen hubungan pelanggan. Reputasi maskapai tidak memberikan pengaruh positif, sementara manajemen hubungan pelanggan dan price attractiveness memiliki pengaruh positif terhadap perilaku loyal pelanggan maskapai. Customer experience memiliki pengaruh positif terhadap perilaku loyal pelanggan maskapai penerbangan LCC di Indonesia. The aviation service industry in Indonesia has the lowest level of loyalty compared to other industries. The condition allegedly related to customer experience, price attractiveness, customer relationship management, and airline reputation. This study aims to determine, analyze, and examine the airline reputation, customer relationship management, price attractiveness, customer experience, and customer loyal behavior of national airlines in Indonesia; and the influence of airline reputation, customer relationship management, and price attractiveness on customer experience and customer loyal behavior. This research uses a quantitative approach. The analysis unit is a national airline company that has issued a passenger membership (Frequent Flyer) consisting of 3 airlines namely Lion Air (Lion Air Passport), Citylink (Supergreen Card), AirAsia (Big Loyalty Card). The observation unit is a passenger who has more than one airline membership card. Time horizon is cross sectional. Primary data is taken by questionnaire to 300 respondents by using purposive sampling. Verification analysis uses the SEM model. The findings show that the airline's reputation is not yet high, the customer relationship management is not yet attractive, the price attractiveness is perceived attractive, the customer experience is perceived well, and customer loyalty behavior is not yet high. Price attractiveness have a greater influence on customer experience than the airline's reputation and customer relationship management. Airline reputation does not have a positive influence, while customer relationship management and price attractiveness have a positive influence on airline customers' loyal behavior. Customer experience has a positive influence on the loyal behavior of LCC airline customers in Indonesia.

Item Type:	Thesis (S3)
Uncontrolled Keywords:	airline reputation, customer relationship management, price attractiveness, customer experience, customer loyal behavior.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Sekolah Pasca Sarjana > Ilmu Manajemen S-3
Depositing User:	Yhani Mardani
Date Deposited:	06 Nov 2020 06:56
Last Modified:	06 Nov 2020 06:56
URI:	http://repository.upi.edu/id/eprint/57105

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