Sekretariat Badan Penelitian dan Pengembangan Perhubungan
Publishing Year
2019
Publishing Place
Collation
Abstract/Notes
AbstrakKualitas layanan, nilai pelanggan, dan loyalitas penumpang menjadi hal penting bagi maskapai penerbangan untuk bertahan dalam persaingan bisnis. Penelitian ini dilakukan untuk menganalisis kontribusi kualitas pelayanan terhadap loyalitas penumpang Garuda Indonesia, kontribusi nilai pelanggan terhadap loyalitas penumpang Garuda Indonesia, dan kontribusi kualitas pelayanan dan nilai pelanggan secara bersama-sama (simultan) terhadap loyalitas penumpang Garuda Indonesia di Bandar Udara Radin Inten II Lampung. Sampel penelitian yang digunakan berjumlah 103 responden. Data primer dikumpulkan dengan kuesioner berskala Likert 5 (lima). Analisis jalur (path analysis) digunakan untuk mengolah data penelitian dengan bantuan program SPSS versi 23. Hasil penelitian ini menunjukkan bahwa kualitas layanan berkontribusi signifikan positif terhadap loyalitas penumpang, nilai pelanggan berpengaruh signifikan positif terhadap loyalitas penumpang, dan kualitas layanan dan nilai pelanggan secara bersama-sama (simultan) berpengaruh signifikan terhadap loyalitas penumpang. Hal ini berarti bahwa kualitas pelayanan dan nilai pelanggan yang tinggi akan meningkatkan loyalitas penumpang Garuda Indonesia di Bandar Udara Radin Inten II Lampung.Kata kunci : Kualitas pelayanan, loyalitas penumpang, nilai pelanggan. AbstractThe Effect of Service Quality and Customer’s Value on Garuda Indonesia Passenger Loyalty at Radin Inten II Airport in Lampung: The service quality, customer’s value, and passenger’s loyalty are important for airlines in order to survive in the business competition. This study was conducted to analyze the contribution of service quality toward the passenger’s loyalty of Garuda Indonesia, the contribution of customer’s value toward the passenger’s loyalty of Garuda Indonesia, and the contribution of both service quality and customer’s value (simultaneously) toward the passenger’s loyalty of Garuda Indonesia at Radin Inten II Airport in Lampung. The research sample used was 103 respondents. Primary data were collected using 5 Likert scale questionnaire. Path analysis was used to analyze the data and it was done using SPSS version 23. The results of this study indicated that the service quality significantly contributed to the passenger’s loyalty, customer value had a positive effect on passenger’s loyalty, and both service quality and customer’s value simultaneously affected the passenger’s loyalty. It meant that high quality service and customer’s value would increase the passenger’s loyalty of Garuda Indonesia at Radin Inten II Airport in Lampung.Keywords: Service quality, passangers loyality, customer value.
