ANALISIS PENGARUH CUSTOMER VALUE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY STUDI KASUS : PT. MENTARI LION AIR

ROHANI, SITI (2010) ANALISIS PENGARUH CUSTOMER VALUE TERHADAP CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY STUDI KASUS : PT. MENTARI LION AIR. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Aviation industry in Indonesia during the year 2007 to 2008 experienced strong growth. Until the end of 2008 recorded 16 domestic airlines. From the many companies, there are only a few big players, namely Garuda Indonesia, Lion Air and Batavia Air. PT. Mentari Lion Air is a pioneer in low-cost airlines in Indonesia. During the year 2007 the number of passengers Lion Air for domestic flights about 6,500,000 passengers. While the year 2008 recorded 9,147,942 passengers. There was an increase in the percentage of the number of passengers by 28%. To achieve these accomplishments is not easy, because currently customers are demanding quality and excellent service. Companies must provide high quality value, which is capable of creating customer satisfaction and customer loyalty. On this research the author conducted a case study in PT. Mentari Lion Air using the four independent variables, product value, personnel value, and image value. Dependent variable is customer satisfaction and customer loyalty. On this research, the author interested to know how big the influence arising from all independent variables to dependent variables, and whether all independent variables is influence the dependent variable simultaneously. And also, author interested to know which independent variable that has big influence to dependent variable. Author spread the questionnaire to the 120 respondent ( the passenger of Lion Air ), which are spread in Terminal 1A Soekarno Hatta International Airport. After the research is done, it was found that the answer all customer value (product value, service value, personnel value, and image value) has a partial effect on customer satisfaction. The independent variable which has big influence to customer satisfaction is image value. Customer satisfaction can be explained by customer value as much as 79.1%, where as the remaining 20.9% as described by other, perhaps by other variable or because of the company condition or the environmental conditions associated with the company. Research also found that customer satisfaction influence customer loyalty. Customer loyalty can be explained by customer satisfaction as much as 45.9%, where the remaining 54.1% described with other factor. Industri penerbangan di Indonesia sepanjang tahun 2007 hingga 2008 mengalami pertumbuhan yang sangat pesat. Ditandai dengan bermunculannya perusahaan-perusahaan penerbangan baru. Sampai akhir 2008 tercatat 16 perusahaan penerbangan domestik diantaranya. Dari sekian banyak perusahaan tersebut, hanya ada beberapa pemain yang cukup besar, yaitu Garuda Indonesia, Lion Air, dan Batavia Air. PT.Mentari Lion Air adalah pelopor dalam penerbangan berbiaya murah di Indonesia (low cost carrier). Sepanjang tahun 2007 jumlah penumpang Lion Air untuk penerbangan domestik sebanyak 6.500.000 penumpang. Sedangkan sepanjang tahun 2008 tercatat sebanyak 9.147.942 penumpang. Secara persentase terdapat kenaikan jumlah penumpang sebesar 28%. Untuk mencapai prestasi tersebut tidaklah mudah, karena saat ini konsumen sangat menuntut kualitas dan pelayanan prima. Perusahaan harus memberikan value yang berkualitas tinggi yang mampu menciptakan customer satisfaction dan customer loyalty. Pada penelitian ini penulis melakukan studi kasus pada PT. Mentari Lion Air dengan menggunakan empat buah variable bebas, yaitu customer value terdiri dari empat value yaitu : product value, service value, personnel value, dan image value. Variabel terikatnya adalah customer satisfaction dan customer loyalty. Pada penelitian ini, penulis tertarik untuk mengetahui seberapa besar pengaruh yang timbul dari keempat variable bebas tersebut terhadap variable terikat, dan apakah keempat variable bebas tersebut berpengaruh secara simultan terhadap variable terikatnya. Dan variable bebas apa yang paling berpngaruh terhadap variable terikatnya. Penulis menyebarkan kuisioner kepada 120 responden (penumpang Lion Air di Terminal 1A Bandara International Soekarno Hatta). Setelah dilakukan penelitian, didapatkan jawaban bahwa customer value (product value, service value, personnel value, dan image value) berpengaruh terhadap customer satisfaction. Sementara variable bebas yang paling berpengaruh terhadap customer satisfaction adalah image value. Variabel customer satisfaction dapat dijelaskan oleh variable product value, service value, personnel value, dan image value sebesar 79,1%, sedangkan sisanya sebesar 20,9% dipengaruhi oleh faktor lain, atau bisa juga karena kondisi perusahaan atau kondis lingkungan yang terkait dengan perusahaan. Selain itu, customer satisfaction berpengaruh terhadap customer loyalty. Customer loyalty dapat dijelaskan oleh variable customer satisfaction sebesar 45,9%, sedangkan sisanya sebesar 54,1% dijelaskan oleh faktor lain

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