Pengaruh Service Encounter Quality, Brand Attitude, Image, Trust Terhadap Customer Loyalty Di Garuda Indonesia
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Abstract
The purpose of this study is to test the effect of service encounter quality, brand attitude, image, trust towards customer loyalty at Garuda Indonesia. Study as many as 100 respondents who knew and have used Garuda Indonesia flight services in Jakarta. Sampling was carried out using a non-probability sampling method with a purposive sampling approach. Data collection is done by distributing questionnaires online (Google Form) to the respondents selected in the study. The analysis used in this study is Structural Equation Modeling (SEM) using SmartPLS 3 software as a tool to analyze data. The results of this study are service encounter quality doesn’t have a significant positive effect on customer loyalty. Brand attitude doesn’t have a significant positive effect on customer loyalty. Image doesn’t have a significant positive effect on customer loyalty and trust has a significant positive effect on customer loyalty. Thus the results of the study are expected to provide input for Garuda Indonesia in increasing customer loyalty.
Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas pertemuan layanan, sikap merek, citra, kepercayaan terhadap loyalitas pelanggan Garuda Indonesia. Diteliti sebanyak 100 responden yang merupakan pelanggan yang mengetahui dan pernah menggunakan jasa penerbangan Garuda Indonesia di Jakarta. Pengambilan sampel dilakukan dengan menggunakan metode non-probability sampling dengan teknik pendekatan purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online (Google Form) pada responden yang terpilih dalam penelitian. Analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan software SmartPLS 3 sebagai alat untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa kualitas pertemuan layanan tidak memiliki pengaruh positif terhadap loyalitas pelanggan, sikap merek tidak memiliki pengaruh yang positif terhadap loyalitas pelanggan, citra tidak memiliki pengaruh yang positif terhadap loyalitas pelanggan jadi dari ketiga variabel tersebut tidak mampu memberi pengaruh terhadap loyalitas pelanggan sedangkan untuk variabel kepercayaan memiliki pengaruh yang positif terhadap loyalitas pelanggan. Dengan demikian hasil penelitian diharapkan dapat memberikan masukan bagi Garuda Indonesia dalam meningkatkan loyalitas pelanggan.
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