PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN SERVICE QUALITY INFLIGHT CATERING TERHADAP KEPUASAN KONSUMEN SAUDI ARABIAN AIRLINES (STUDI KASUS PADA PT. AEROFOOD ACS)

ARIFIN, ASEP ZAENAL (2020) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN SERVICE QUALITY INFLIGHT CATERING TERHADAP KEPUASAN KONSUMEN SAUDI ARABIAN AIRLINES (STUDI KASUS PADA PT. AEROFOOD ACS). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze brand awareness, brand image, and the quality of Aerofood ACS catering services to the satisfaction of Saudi Arabian Airlines' customers. The method used in this research is descriptive methodology. The object of this study was the staff and cabin crew of Saudi Arabian Airlines of methodology about 171 respondents. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results show that brand awareness has a positive and significant effect on consumer satisfaction on Saudi Arabian Airlines. Brand image has a positive and significant effect on customer satisfaction on Saudi Arabian airlines. Service quality has a positive and significant effect on customer satisfaction on Saudi Arabian Airlines. Keywords: Brand awareness, Brand image, Service quality, Consumer satisfaction Penelitian ini bertujuan untuk menguji dan menganalisis kesadaran merek, citra merek, dan kualitas pelayanan catering Aerofood ACS terhadap kepuasan konsumen maskapai penerbangan Saudi Arabian. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah staf dan kru kabin maskapai penerbangan Saudi Arabian sebanyak 171 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukan kesadaran merek berpengaruh positif dan signifikan terhadap kepuasan konsumen di maskapai penerbangan Saudi Arabian. Citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen di maskapai penerbangan Saudi Arabian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen di maskapai penerbangan Saudi Arabian. Kata kunci: Kesadaran merek, Citra merek, Kualitas pelayanan, Kepuasan Konsumen

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/300
NIM: 43113120374
Uncontrolled Keywords: Kesadaran merek, Citra merek, Kualitas pelayanan, Kepuasan Konsumen
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 30 Jun 2020 06:02
Last Modified: 30 Jun 2020 06:02
URI: http://repository.mercubuana.ac.id/id/eprint/51126

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