Pengaruh Customer Brand Engagement terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Mediasi Penumpang Maskapai Penerbangan Super Air Jet

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Published: Oct 31, 2023
DOI: https://doi.org/10.24912/jmk.v5i4.26955
Keywords:
customer brand engagement, brand trust, brand loyalty
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Elvira Elvira
Universitas Tarumanagara
Herlina Budiono
Universitas Tarumanagara

Abstract

Adanya pergerakan yang terlihat bahwa ada terjadinya kenaikan jumlah riwayat penumpang transportasi udara di tahun 2022 setelah pandemi. Hal ini dijadikan momentum untuk dapat diuji pengaruh yang mempengaruhi terjadinya kenaikan jumlah riwayat penumpang transportasi udara di tahun 2022. Dari hal yang ditemukan ini dilakukannya penelitian yang bertujuan untuk menguji apakah ada pengaruh Customer Brand Engagement dan Brand Trust terhadap Brand Loyalty dalam pelanggan maskapai penerbangan Super Air Jet. Populasi dari penelitian ini adalah pelanggan maskapai penerbangan Super Air Jet di Indonesia. Sampel dari penelitian ini didapatkan dengan kriteria bahwa pelanggan maskapai penerbangan Super Air Jet harus sudah pernah melakukan pembelian tiket dan minimal sudah dua kali naik penerbangan Super Air Jet. Didapatkan bahwa penelitian ini terdapat 104 responden yang memenuhi kriteria penelitian. Penelitian ini menggunakan metode purposive sampling yang digunakan dengan menyebarkan kuesioner kepada calon responden secara online yang kemudian diolah menggunakan PLS-SEM. Pada kuesioner yang disebarkan menggunakan skala likert. Hasil dari penelitian ini adalah Brand Trust berpengaruh positif dan signifikan terhadap Brand Loyalty penumpang maskapai penerbangan Super Air Jet, Customer Brand Engagement berpengaruh positif tetapi tidak signifikan terhadap Brand Loyalty penumpang maskapai penerbangan Super Air Jet. Dan Customer Brand Engagement berpengaruh positif dan signifikan terhadap Brand Loyalty melalui Brand Trust sebagai variabel mediasi pada penumpang maskapai penerbangan Super Air Jet.
 

There is a visible movement that there has been an increase in the number of historical air transportation passengers in 2022 after the pandemic. This is used as a momentum to be able to test the influence that influences the increase in the number of historical air transportation passengers in 2022. From these findings a research was conducted which aims to test whether there is an effect of Customer Brand Engagement and Brand Trust on Brand Loyalty in Super Air airline customers Jet. The population of this study are customers of Super Air Jet airlines in Indonesia. The sample from this study was obtained with the criteria that Super Air Jet airline customers must have purchased tickets and at least had taken Super Air Jet flights twice. It was found that in this study there were 104 respondents who met the research criteria. This study used a purposive sampling method which was used by distributing questionnaires to prospective respondents online which were then processed using PLS-SEM. In the questionnaire distributed using a Likert scale. The results of this study are Brand Trust has a positive and significant effect on Brand Loyalty of Super Air Jet airline passengers, Customer Brand Engagement has a positive but not significant effect on Brand Loyalty of Super Air Jet airline passengers. And Customer Brand Engagement has a positive and significant effect on Brand Loyalty through Brand Trust as a mediating variable for Super Air Jet airline passengers.

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Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Elvira Elvira, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Herlina Budiono, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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