Rosdiana, Anisa (2013) Analisis Kinerja Harga Pengaruhnya Terhadap Reputasi dan Keputusan Menggunakan Jasa Penerbangan :Survei terhadap penumpang Air Asia dengan rute Bandung - Denpasar. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penumpang memiliki peran sentral selaku pembuat keputusan untuk menggunakan maskapai penerbangan. Namun pertumbuhan jumlah penumpang Air Asia mengalami penurunan. Hal ini terjadi karena reputasi Air Asia yang kurang baik. Melalui upaya kinerja harga, diharapkan dapat meningkatkan jumlah pertumbuhan penumpang Air Asia. Adapun tujuan dari penelitian ini adalah untuk mengetahui: (1) gambaran kinerja harga pada penumpang maskapai penerbangan Air Asia (2) gambaran reputasi Air Asia pada penumpang maskapai penerbangan Air Asia (3) gambaran keputusan menggunakan pada penumpang maskapai penerbangan Air Asia (4) pengaruh kinerja harga terhadap reputasi dan keputusan menggunakan masakapai penerbanganAir Asia. Objek dari penelitian ini adalah penumpang Air Asia dengan rute Bandung – Denpasar, adapun metode penelitiannya menggunakan deskriftif dan verifikatif. Sumber data yang dipergunakan adalah primer dan sekunder. Populasi sebanyak 214.450 orang diambil sample penelitian sejumlah 100 orang. Simple Random Sampling khususnya Cluster Sampling merupakan teknik pengambilan sample yang penulis pilih. Teknik pengumpulan data dilakukan melalui wawancara, observasi, kuesioner, dan studi literatur. Untuk mengukur besarnya pengaruh kinerja harga terhadap reputasi dan keputusan menggunakan maskapai penerbangan, digunakan teknik analisis data path (analisis jalur). Hasil penelitian mengungkapkan bahwa pelaksanaan kinerja harga dinilai oleh penumpang cukup tinggi. Reputasi dinilai cukup tinggi, sedangkan keadaan keputusan menggunakan maskapai penerbangan secara umum dinilai cukup tinggi. Besarnya pengaruh kinerja harga terhadap reputasi signifikan dan cukup tinggi. Besarnya pengaruh kinerja harga terhadap keputusan menggunakan maskapai penerbangan signifikan dan cukup tinggi. Besarnya pengaruh reputasi terhadap keputusan menggunakan maskapai penerbangan signifikan dan cukup tinggi. Sedangkan pengaruh kinerja harga terhadap reputasi dan keputusan menggunakan maskapai penerbangan berpengaruh secara simultan signifikan. Hasil penelitian, maka perlu diadakannya usaha dalam peningkatan kinerja harga yang sesuai dengan harapan penumpang termasuk dalam kualitas pelayanan agar dapat meningkatkan reputasi perusahaan sehingga penumpang memutuskan untuk menggunakan maskapai penerbangan. Kata Kunci: Keputusan Menggunakan, Kinerja harga, Reputasi Passengers have a central role as decision-makers to use the airline. But the growth in the number of Air Asia passengers has decreased. This happens because of the reputation of Air Asia which is not good. Through the efforts of the price performance, growth is expected to increase the number of Air Asia passengers. The purpose of this study was to determine: (1) the price performance description of Air Asia airline passengers (2) the reputation description of the of Air Asia airline passenger (3) description of the passenger’s decision to use Air Asia airline (4) the price performance effect to the reputation and the decision to use Air Asia airline. The object of this study is Air Asia passenger with Bandung – Denpasar route, The research using descriptive and verificative methods. Data Source used primary and secondary. 214 450 people as population were taken, and in this research using 100 people for sample. Simple Random Sampling especially Cluster Sampling is a particular sampling technique that writers choose. Data was collected through interviews, observations, questionnaires, and literature. To measure the magnitude of the effect on the reputation concerning the reputation of the decision to use the airline. The techniques of data analysis used path (path analysis). The results revealed that the implementation of the price performance of a high enough rated by passengers. Reputation was considered quite high, while the state of the decision to use the airline is generally considered high enough. The magnitude of the effect on the reputation of the price performance was high enough . The amount of influence the price performance of the decision to use the airline is high enough. The amount of influence on the decision to use the reputation of the airline is high enough. While the influence of the price performance to the reputation of the airline and the decision to use a significant effect simultaneously. Research results, it is necessary to the holding of an effort to enhance the performance of the price in line with expectations, including the passenger service quality in order to enhance the reputation of the company so that the passengers decided to use Air Asia airline. Key Words: Using Decision, Price Performance, Reputation
| Item Type: | Thesis (S2) |
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| Subjects: | ?? TMMB ?? |
| Divisions: | ?? TMMB ?? |
| Depositing User: | Riki N Library ICT |
| Date Deposited: | 04 Nov 2013 05:11 |
| Last Modified: | 04 Nov 2013 05:11 |
| URI: | http://repository.upi.edu/id/eprint/2853 |
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