Pengaruh Airline Service Quality Terhadap Customer Satisfaction Dan Dampaknya Terhadap Word Of Mouth (studi Pada Pengguna Maskapai Lion Air Di Indonesia)

Muhammad Irfan, Indira Rachmawati

Abstract

Abstrak Di Indonesia terdapat dua jenis model bisnis pada maskapai yaitu Full Service dan Low Cost Carrier. Maskapai Low Cost Carrier menjadi pilihan bagi masyarakat Indonesia terutama maskapai Lion Air. Namun, dengan jumlah penumpang yang memimpin pasar, Lion Air sering mengalami masalah terkait Service Quality. Rumusan masalah serta tujuan penelitian pada penelitian ini yaitu untuk mengetahui apakah Airline Service Quality berpengaruh terhadap Customer Satisfaction dan berdampak terhadap Word of Mouth pada Lion Air. Kerangka pemikiran pada penelitian ini terdapat tiga variabel independen yaitu airline tangible, terminal tangible, dan empathy, satu variabel mediator yaitu customer satisfaction, dan satu variabel dependen yaitu word of mouth. Terdapat 4 hipotesis yang akan dijawab pada penelitian ini. Penelitian ini menggunakan metode kuantitatif serta populasi pada penelitian ini adalah konsumen di Indonesia yang pernah menggunakan Lion Air dengan jumlah sampel sebanyak 400 responden. Teknik analisis data dengan teknik multivariat, Structural Equation Modeling (SEM) Partial Least Square (PLS), serta uji hipotesis dengan uji T. Hasil dari penelitian ini yaitu terdapat tiga hipotesis yang diterima dan satu hipotesis ditolak. Rekomendasi dari penelitian ini adalah Lion Air harus memperbaiki service quality-nya agar tercipta customer satisfaction yang baik karena customer satisfaction pada Lion Air merupakan bagian yang paling penting untuk dikembangkan. Kata kunci: Airline Service Quality, Customer Satisfaction, Word of Mouth Abstract In Indonesia there are two types of business models on airlines, namely Full Service and Low Cost Carrier. The Low Cost Carrier is the choice for the Indonesian people, especially Lion Air. However, with the number of passengers leading the market, Lion Air often experiences problems related to Service Quality. The formulation of the problem and the purpose of the research in this study is to find out whether Airline Service Quality influences Customer Satisfaction and has an impact on Word of Mouth on Lion Air. The thinking framework in this study there are three independent variables namely airline tangible, tangible terminal, and empathy, one mediator variable is customer satisfaction, and one dependent variable is word of mouth. There are 4 hypotheses that will be answered in this study. This research uses quantitative methods and the population in this study is consumers in Indonesia who have used Lion Air with a sample of 400 respondents. Data analysis techniques with multivariate techniques, Structural Equation Modeling (SEM) Partial Least Square (PLS), and hypothesis testing with a T test. The results of this study are three hypotheses accepted and one hypothesis rejected. The recommendation of this study is Lion Air must improve its service quality in order to create good customer satisfaction because customer satisfaction on Lion Air is the most important part to be developed. Keywords: Airline Service Quality, Customer Satisfaction, Word of Mouth

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