ARIFIN, ASEP ZAENAL (2019) PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN SERVICE QUALITY INFLIGHT CATERING TERHADAP KEPUASAN KONSUMEN SAUDI ARABIAN AIRLINES (STUDI KASUS PADA PT. AEROFOOD ACS). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
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 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
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 886 |
| NIM/NIDN Creators: | 43113120374 |
| Uncontrolled Keywords: | Kesadaran merek, Citra merek, Kualitas pelayanan, Kepuasan Konsumen |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 31 Dec 2021 13:56 |
| Last Modified: | 17 Apr 2023 02:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53384 |
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