PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN PADA MASKAPAI PENERBANGAN LION AIR

SANTOSO, SIGIT (2020) PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN PADA MASKAPAI PENERBANGAN LION AIR. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.

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1. HALAMAN JUDUL.pdf

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2. ABSTRAK.pdf

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3. SURAT PERNYATAAN KARYA SENDIRI.pdf

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4. LEMBAR PENGESAHAN SKRIPSI.pdf

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5. KATA PENGANTAR.pdf

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6. DAFTAR ISI.pdf

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7. DAFTAR TABEL.pdf

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8. DAFTAR GAMBAR.pdf

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9. DAFTAR LAMPIRAN.pdf

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15. DAFTAR PUSTAKA.pdf
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16. LAMPIRAN.pdf
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Abstract

ABSTRAK Penelitian ini dilakukan atas dasar adanya pertumbuhaan penumpang domestik, namun Lion Ait terkenal dengan delay nya yang banyak, terbukti selalu berada posisi 4 terbawah selama 3 tahun untuk peringkat On Time Performance (OTP), sehingga perlu untuk membahas bagaimana pengaruh komunikasi pemasaran terpadu dan ekuitas merek terhadap loyalitas pelanggan Lion Air, dimana rumusan masalah, yakni pengaruh yang terjadi antara komunikasi pemasaran terpadu, ekuitas merek, dan loyalitas pelanggan. Data diperoleh melalui survey di Kantor Perwakilan Lion Air Kota Bekasi dengan menyebarkan kuesioner kepada para pengguna jasa maskapai Lion Air sejumlah 258 orang. Teknik pengambilan sampling menggunakan teknik convenience sampling, sedangkan alat analisis menggunakan analisa Structural Equation Method (SEM). Hasil penelitian menunjukkan bahwa komunikasi pemasaran terpadu yang dilakukan oleh Lion Air tidak memiliki pengaruh terhadap loyalitas pelanggan di maskapai tersebut, sedangkan untuk ekuitas merek yang dimiliki maskapai penerbangan Lion Air memiliki pengaruh terhadap loyalitas pelanggan maskapai tersebut. Kata kunci : Komunikasi Pemasaran Terpadu, Ekuitas Merek, Loyalitas Pelanggan, ABSTRACT This research was conducted on the basis of the growth of domestic passengers, but Lion Ait is famous for its many delays, proven to always be in the bottom 4 position for 3 years to rank On Time Performance (OTP), so it is necessary to discuss how the influence of integrated marketing communication and brand equity to Lion Air's customer loyalty, which is the formulation of the problem, namely the influence that occurs between integrated marketing communications, brand equity, and customer loyalty. The data was obtained through a survey at the Bekasi Lion Air Representative Office by distributing questionnaires to Lion Air airline service users totaling 258 people. The sampling technique uses convenience sampling technique, while the analysis tool uses Structural Equation Method (SEM) analysis.. The results showed that the integrated marketing communication carried out by Lion Air had no influence on customer loyalty at the airline, while for brand equity owned by the airline Lion Air had an influence on the loyalty of the airline's customers Keywords : Integrated Marketing Communication, Brand Equity, Customer Loyalty,

Item Type: Thesis (S1-Sarjana)
Call Number CD: FE/MJ 19 015
NIM: 43114110223
Uncontrolled Keywords: Komunikasi Pemasaran Terpadu, Ekuitas Merek, Loyalitas Pelanggan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 001 Knowledge/Ilmu Pengetahuan > 001.4 Research; Statistical Methods/Riset; Metode Statistik > 001.42 Reseach Methods/Metode Riset
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nasruddin Mansyur S.Hum
Date Deposited: 18 Dec 2020 08:15
Last Modified: 18 Dec 2020 08:15
URI: http://repository.mercubuana.ac.id/id/eprint/58693

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