PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG TIKET MASKAPAI PENERBANGAN LION AIR

ZULFAH, DEWI (2020) PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG TIKET MASKAPAI PENERBANGAN LION AIR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss what are the influences that affect the interest of repurchase intention Lion Air airline ticketing. The independent variables obtained from the preliminary survey results are Service Quality and Brand Image. While the dependent variable obtained is Buy Interest. Data analysis method uses Partial Least Square (PLS) Variance Based Structural Equation Modeling. The population is Mercu Buana University students who have used Lion Air airlines, with a sample of 125 respondents. The sampling technique uses convenience sampling. By using a quantitative descriptive approach. The results of this study indicate that Service Quality has a significant positive effect on Repurchase Interest, and Brand Image has a significant positive effect on Repurchase Interest. Keywords: Service Quality, Brand Image, Repurchase Interest. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi minat beli ulang tiket maskapai pebernangan Lion Air. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Kualitas Pelayanan dan Citra Merek. Sedangkan variabel dependen yang didapatkan adalah Minat Beli. Metode analisis data menggunakan Variance Based Structural Equation Modeling Partial Least Square(PLS). Populasinya adalah mahasiswa Universitas Mercu Buana yang sudah menggunakan maskapai penerbangan Lion Air, dengan sampel 125 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Kualitas Pelayanan berpengaruh positif signifikan terhadap Minat Beli Ulang, serta Citra Merek berpengaruh positif signifikan terhadap Minat Beli Ulang. Kata kunci : Kualitas Pelayanan, Citra Merek, Minat Beli Ulang.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 20 443
NIM/NIDN Creators:	43116010358
Uncontrolled Keywords:	Kualitas Pelayanan, Citra Merek, Minat Beli Ulang.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 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 > 658.7 Management of Supplies/Manajemen Persediaan 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:	Dede Muksin Lubis
Date Deposited:	18 Jul 2022 03:30
Last Modified:	18 Jul 2022 03:30
URI:	http://repository.mercubuana.ac.id/id/eprint/65362

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