YAHYA, IDAWATI DEWI (2010) ANALISIS KUALITAS PELAYANAN DALAM UPAYA PENINGKATAN LOYALITAS PENUMPANG DAN KEUNGGULAN BERSAING MASKAPAI PENERBANGAN LION AIR. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The airline companies are still difficult to provide a schedule every hour, causing the company is less reliable. Frequency of delay for a particular flight schedules often happens, indicated that air transport services is not fully credible. Provision of facilities for passengers in making reservations and ticket transaction is not fully fit the desire of passengers, which causes air transport service has not been responsible. Lion Air which established since early 2000, claimed as a pioneer of aviation companies at very affordable rates to various circles of society with the slogan: We Make People Fly, today is not free from various problems above, whereas on the other hand this company has an advantage over other airlines including their ability to provide point to point flights every hour compared to other airlines. On the other hand, the number of frequencies and Lion Air's fleet is currently the highest among other airlines, total of 64 fleets that operate, which are spread in the region and the Southeast Asian archipelago. So it is interesting to study in a research activity with the topic of analysis of service quality in an effort to increase passenger loyalty and competitive advantage of Lion Air, using descriptive survey research method and explanatory survey. Type of investigation is causality. Observations were carried out in a certain time. Results revealed that, the magnitude of the effect of variable quality services on competitive advantage amounted to 55.3% and 44.7% are influenced by other factors that do not fit into this research. While the magnitude of the effect of service quality to loyalty amounted to 48.3% and 51.7% are influenced by other factors that do not fit into this research. Then the influence of the competitive advantage of brand loyalty is at 29.4% and 70.6% are influenced by other factors that do not fit into this research. The conclusions are: (i) Customer loyalty program is influenced by tangibility, reliability and responsiveness. (ii) Common use check-in, ATM payment and web payment simplify the operational process. (iii) Service quality affects the competitive advantage which is a relatively affordable rates and a solid amount of frequency, ease of customers to choose their flight schedules as needed The recommendations are: (i) Improving service quality indicators, consisting of tangibles, empathy, reliability, responsiveness and assurance. (ii) Providing value added services to customers with affordable product bundling of hotel vouchers and flight tickets. (iii) Maximizing frequent travelers’ product.Perusahaan maskapai jasa angkutan udara masih sulit menyediakan jadwal setiap jam, menyebabkan perusahaan tersebut kurang handal. Frekuensi penundaan jadwal penerbangan tertentu sering terjadi, mengindikasikan bahwa jasa angkutan udara belum sepenuhnya dapat dipercaya. Penyediaan kemudahan bagi penumpang dalam melakukan transaksi reservasi dan tiket belum sepenuhnya sesuai keinginan penumpang, menyebabkan jasa angkutan udara belum sepenuhnya tanggung jawab. Lion Air yang berdiri sejak awal tahun 2000, di klaim sebagai perusahaan pelopor penerbangan dengan tarif yang sangat terjangkau berbagai kalangan masyarakat dengan slogan We Make People Fly, dewasa ini tidak terlepas dari berbagai permasalahan diatas, padahal perusahaan ini memiliki kelebihan dibanding maskapai lain diantaranya mampu menyediakan jadwal penerbangan dari kota asal ke kota tujuan setiap jamnya dibanding maskapai lain. Disisi lain, jumlah frekuensi dan armada pesawat Lion Air saat ini terbanyak diantara maskapai lainnya. dengan total 64 armada yang beroperasi, memiliki rute penerbangan yang lebih tersebar di kawasan Nusantara dan Asia Tenggara. Dari uraian masalah diatas, maka menarik dikaji dalam sebuah kegiatan penelitian dengan topik analisis kualitas pelayanan dalam upaya peningkatan loyalitas penumpang dan keunggulan bersaing maskapai penerbangan Lion Air, menggunakan metode riset deskriptif survei dan ekplanatori survei. Tipe penyelidikan adalah tipe kausalitas. Pengamatan dilakukan dalam satu waktu tertentu. Hasil penelitian mengungkapkan besarnya pengaruh dari variabel kualitas pelayanan terhadap keunggulan bersaing adalah sebesar 55,3% dan 44,7% yang dipengaruhi faktor lain yang tidak masuk ke dalam penelitian ini. Sedangkan besarnya pengaruh dari kualitas pelayanan terhadap loyalitas adalah sebesar 48,3% dan 51,7% yang dipengaruhi faktor lain yang tidak masuk ke dalam penelitian ini. Kemudian besarnya pengaruh dari keunggulan bersaing terhadap loyalitas adalah sebesar 29,4% dan 70,6% yang dipengaruhi faktor lain yang tidak masuk ke dalam penelitian ini. Kesimpulannya adalah: (i) Loyalitas pelanggan dipengaruhi oleh bukti fisik, realibilitas dan daya tanggap. (ii) Common use check-in, pembayaran ATM dan web payment mempermudah operasional secara keseluruhan. (iii) Kualitas pelayanan berpengaruh terhadap keunggulan bersaing. Daya saing tarif yang relatif terjangkau dan jumlah frekuensi yang padat, mempermudah pelanggan memilih jadwal penerbangan sesuai kebutuhan mereka. Rekomendasinya adalah: (i) Meningkatkan indikator kualitas pelayanan jasa, terdiri dari bukti fisik, empati, realibilitas, daya tanggap dan jaminan. (ii) Memberikan nilai tambah bagi pelanggan berupa penggabungan tiket dengan harga terjangkau di bundling dengan voucher hotel. (iii) Memaksimalkan produk frequent traveller.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-030 |
| NIM/NIDN Creators: | 55107120001 |
| Uncontrolled Keywords: | MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 20 May 2022 07:37 |
| Last Modified: | 14 Feb 2023 02:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61393 |
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