MODEL RELIGIOSITY MEMORABLE CUSTOMER EXPERIENCE DALAM MENCIPTAKAN LOYALITAS PENUMPANG MASKAPAI PENERBANGAN

Nugraha Saefudin, - (2022) MODEL RELIGIOSITY MEMORABLE CUSTOMER EXPERIENCE DALAM MENCIPTAKAN LOYALITAS PENUMPANG MASKAPAI PENERBANGAN. S3 thesis, Universitas Pendidikan Indonesia.

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Abstract

Loyalitas pelanggan bagi industri jasa telah memberikan efek yang potensial bagi pengembangan keunggulan bersaing bagi organisasi atau perusahaan jasa. Namun sejatinya loyalitas pelanggan akan timbul manakala perusahaan memiliki kesan citra yang baik, merasa puas, memiliki kedekatan emosional, memiliki kepercayaan, dan memiliki pengalaman unik berkaitan dengan pengalaman religiusitas. Sejalan dengan banyaknya perusahaan maskapai penerbangan di Indonesia, maka akan menjadi mungkin timbulnya persaingan dalam meraih loyalitas pelanggan. Penelitian ini adalah untuk mengungkapkan dan mengkonfirmasi pengaruh citra perusahaan dalam membentuk loyalitas pelanggan melalui pengalaman religius, kedekatan emosional, kepuasan pelanggan, dan kepercayaan pelanggan pada maskapai penerbangan. Obyek penelitian adalah penumpang pesawat dengan penerbangan internasional Long-haul Flight dari Indonesia dengan waktu tempuh lebih dari 6 jam. Metode penelitian yang digunakan adalah metode survey dengan pendekatan deskriptif dan verifikatif dengan jenis data kuantitatif. Teknik analisa data yang digunakan adalah model persamaan struktural (Structural Equation Modeling/SEM) AMOS. Teknik pengambilan sampel dalam penelitian ini purposive sampling. Hasil temuan menunjukkan bahwa citra perusahaan berpengaruh negatif secara langsung terhadap loyalitas pelanggan, dan terbukti bahwa pengalaman religius pelanggan, kepuasan pelanggan, kedekatan emosional, dan kepercayaan pelanggan merupakan variabel yang memediasi antara citra perusahaan dengan loyalitas pelanggan. Kebaruan dalam penelitian ini berupa novelty yang dinamakan “The key of Customer Experience Religiousity – Satisfaction - Trust on Loyalty (The CERSToL)” yaitu bahwa loyalitas pelanggan dapat dibentuk berdasarkan citra perusahaan melalui pengalaman religius pelanggan, kepuasan pelanggan, dan kepercayaan pelanggan. Kata Kunci: Citra Perusahaan, Religiosity Memorable Customer Experience, Kepuasan Pelanggan, Kepercayaan Pelanggan, Kedekatan Emosional dan Loyalitas Pelanggan. Religiosity Memorable Customer Experience Model in Creating Airline Passenger Loyalty Customer loyalty for the service industry has a potential effect on the development of competitive advantage for service organizations or companies. However, in fact customer loyalty will arise when the company has a good image impression, satisfaction, emotional connection, trust, and a unique experience related to the experience of religiosity. In line with the number of airline companies in Indonesia, it’s possible to create competition in achieving customer loyalty. This research aims to reveal and confirm the influence of corporate image in shaping customer loyalty through religious experience, emotional closeness, customer satisfaction, and customer trust in airlines. The object of research is airplane passengers with international long-haul flights from Indonesia with a travel time of more than 6 hours. The research method used is a survey method with a descriptive and verification approach with quantitative data types. The data analysis technique used is the AMOS Structural Equation Modeling (SEM) model. The sampling technique of the research is purposive sampling. The findings show that company image has a direct negative effect on customer loyalty, and it is proven that customer religious experience, customer satisfaction, emostional intimacy, and customer trust are variables that mediate company image with customer loyalty. The novelty of the research is called "The key of Customer Experience Religion - Satisfaction - Trust on Loyalty (The CERSToL)" namely that customer loyalty can be formed based on the company's image through customer religious experience, customer satisfaction, and customer trust. . Keywords: Corporate Image, Religiosity Memorable Customer Experience, Customer Satisfaction, Customer Trust, Emotional Closeness and Customer Loyalty.

Item Type:	Thesis (S3)
Uncontrolled Keywords:	Citra Perusahaan, Religiosity Memorable Customer Experience, Kepuasan Pelanggan, Kepercayaan Pelanggan, Kedekatan Emosional dan Loyalitas Pelanggan.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	nugraha saefudin
Date Deposited:	25 May 2022 08:15
Last Modified:	25 May 2022 08:15
URI:	http://repository.upi.edu/id/eprint/72634

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