PENGARUH KUALITAS PELAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN LION AIRLINE (Studi pada Civitas Universitas Mercu Buana)

ALGIFARYANTO, THARIQ AZRA (2023) PENGARUH KUALITAS PELAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN LION AIRLINE (Studi pada Civitas Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is motivated by the customer satisfaction of PT. Lion Mentari Airlines which has not been optimal, this is evidenced by the low quality of the waiters at work so that they have not produced less than optimal productivity, the prices offered are not competitive, and the weak brand image in the eyes of consumers. The objectives of this study include (1) To test out and analyze the effect of service quality on customer satisfaction (2) To know and analyze the effect of price on customer satisfaction (3) To know and analyze the effect of brand image on customer satisfaction. This research design uses a causal relationship with a quantitative approach. The method of collecting data in this study is by distributing questionnaires online through the Google Form. The population in this study were students from various departments at Mercubuana University, Jakarta. In this study there were 47 indicators, so the required sample size was 100 samples. The data analysis method used is Partial Least Square. This study proves that 1) Service quality has a positive and significant effect on customer satisfaction. 2) Price has no significant effect on customer satisfaction. This proves that even though Lion Air provides longer pricing, 3) Brand image has a positive and significant effect on customer satisfaction. Lion Air was still trusted to be able to provide satisfaction to customers. And also Lion Air airlines in meeting certain needs, desires, or potential of target consumers can increase customer satisfaction . Keywords: Quality of service, Price, Brand image, and Customer Satisfaction Penelitian ini dilatarbelakangi oleh kepuasaan pelanggan PT. Lion Mentari Airlines yang belum optimal hal ini dibuktikan oleh rendahnya kualitas pelayan dalam bekerja sehingga belum menghasilkan produktivitas yang kurang optimal, harga yang ditawarkan belum bisa bersaing, dan lemahnya citra merek dipandangan konsumen. Tujuan pada penelitian ini antara lain (1) Untuk menguji pengaruh kualitas pelayanan terhadap kepuasan pelanggan (2) Untuk mengetahui dan menganalisis pengaruh harga terhadap kepuasan pelanggan (3) Untuk mengetahui dan menganalisis pengaruh citra merek terhadap kepuasan pelanggan. Desain penelitian ini menggunakan hubungan kausal dengan pendekatan kuantitatif. Metode pengumpulan data pada penelitian ini yaitu dengan penyebaran kuesioner secara online melalui Google Form. Populasi pada penelitian ini adalah mahasiswa dari berbagai jurusan di Universitas Mercubuana Jakarta. Dalam penelitian ini terdapat 47 indikator, maka ukuran sampel yang dibutuhkan sejumlah 100 sampel. Metode analisis data yang digunakan yaitu Partial Least Square. Penelitian ini membuktikan bahwa 1) Kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, 2) Harga tidak berpengaruh signifikan terhadap kepuasan pelanggan, 3) Citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Dan juga maskapai Lion Air dalam memenuhi kebutuhan, keinginan, atau potensi tertentu dari target konsumen dapat meningkatkan kepuasan pelangann. Kata Kunci: Kualitas Pelayanan, Harga, Citra Merek, dan Kepuasan Pelanggan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 280
NIM/NIDN Creators: 43117010339
Uncontrolled Keywords: Kualitas Pelayanan, Harga, Citra Merek, dan Kepuasan Pelanggan
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
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: ADELINA HASNA SETIAWATI
Date Deposited: 01 Nov 2023 08:40
Last Modified: 01 Nov 2023 08:40
URI: http://repository.mercubuana.ac.id/id/eprint/83675

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