PENGARUH KUALITAS PELAYANAN DAN HARGA
MELALUI KEPUASAN PELANGGAN TERHADAP
LOYALITAS PELANGGAN DI JAKARTA TAHUN
2019-2020
(Studi Pada Penerbangan Domestik Garuda Indonesia)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
WARDHANA, BAGUS KOESOEMO
Subject
Manajemen Pemasaran
Datestamp
2021-05-31 02:22:27
Abstract :
Penelitian ini bertujuan untuk menguji pengaruh Kualitas Pelayanan dan Harga melalui Kepuasan Pelanggan terhadap Loyalitas Pelanggan di Jakarta tahun 2019-2020 pada penerbangan domestik Garuda Indonesia. Sampel ditentukan berdasarkan metode purposive sampling menggunakan rumus Rao Purba dengan jumlah sampel sebanyak 100 konsumen. Teknik pengumpulan data menggunakan metoda kuesioner yang disebarkan kepada konsumen Garuda Indonesia penerbangan domestik melalui media sosial. Data yang dikumpulkan dianalisa menggunakan metode analisis jalur dan diolah menggunakan perangkat lunak WarpPLS 6.0. Hasil Penelitian membuktikan bahwa terdapat pengaruh langsung kualitas pelayanan terhadap kepuasan pelanggan, terdapat pengaruh langsung harga terhadap kepuasan pelanggan, tidak terdapat pengaruh langsung kualitas pelayanan terhadap loyalitas pelanggan, terdapat pengaruh langsung harga terhadap loyalitas pelanggan, terdapat pengaruh langsung kepuasan pelanggan terhadap loyalitas pelanggan, terdapat pengaruh tidak langsung kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan, terdapat pengaruh tidak langsung harga terhadap loyalitas pelanggan melalui kepuasan pelanggan. Kata Kunci: Kualitas Pelayanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan, Analisis Jalur ABSTRACT This study is aimed to test the impact of Service Quality and Price through Customer Satisfaction on Customer Loyalty in Jakarta 2019-2020 in domestic flight of Garuda Indonesia. The Sample was determined by purposive sampling method, using Rao Purba formula with 100 consumer for the sample. The data was collected with quesionnaire method which filled by Garuda Indonesia domestic flight consumer through social media. The collected data was analyzed by path analysis method and processed by WarpPLS 6.0 software. The research result are, there is a direct effect service quality on customer satisfaction, there is a direct effect price on customer satisfaction, there is no direct effect service quality on customer loyalty, there is a direct effect price on customer loyalty, there is a direct effect customer satisfaction on customer loyalty, there is a indirect effect service quality on customer loyalty through customer satisfaction, there is a indirect effect price on customer loyalty through customer satisfaction. Keywords: Service Quality, Price, Customer Satisfaction, Customer Loyalty, Path Analysis
Penelitian ini bertujuan untuk menguji pengaruh Kualitas Pelayanan dan Harga melalui Kepuasan Pelanggan terhadap Loyalitas Pelanggan di Jakarta tahun 2019-2020 pada penerbangan domestik Garuda Indonesia. Sampel ditentukan berdasarkan metode purposive sampling menggunakan rumus Rao Purba dengan jumlah sampel sebanyak 100 konsumen. Teknik pengumpulan data menggunakan metoda kuesioner yang disebarkan kepada konsumen Garuda Indonesia penerbangan domestik melalui media sosial. Data yang dikumpulkan dianalisa menggunakan metode analisis jalur dan diolah menggunakan perangkat lunak WarpPLS 6.0. Hasil Penelitian membuktikan bahwa terdapat pengaruh langsung kualitas pelayanan terhadap kepuasan pelanggan, terdapat pengaruh langsung harga terhadap kepuasan pelanggan, tidak terdapat pengaruh langsung kualitas pelayanan terhadap loyalitas pelanggan, terdapat pengaruh langsung harga terhadap loyalitas pelanggan, terdapat pengaruh langsung kepuasan pelanggan terhadap loyalitas pelanggan, terdapat pengaruh tidak langsung kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan pelanggan, terdapat pengaruh tidak langsung harga terhadap loyalitas pelanggan melalui kepuasan pelanggan. Kata Kunci: Kualitas Pelayanan, Harga, Kepuasan Pelanggan, Loyalitas Pelanggan, Analisis Jalur ABSTRACT This study is aimed to test the impact of Service Quality and Price through Customer Satisfaction on Customer Loyalty in Jakarta 2019-2020 in domestic flight of Garuda Indonesia. The Sample was determined by purposive sampling method, using Rao Purba formula with 100 consumer for the sample. The data was collected with quesionnaire method which filled by Garuda Indonesia domestic flight consumer through social media. The collected data was analyzed by path analysis method and processed by WarpPLS 6.0 software. The research result are, there is a direct effect service quality on customer satisfaction, there is a direct effect price on customer satisfaction, there is no direct effect service quality on customer loyalty, there is a direct effect price on customer loyalty, there is a direct effect customer satisfaction on customer loyalty, there is a indirect effect service quality on customer loyalty through customer satisfaction, there is a indirect effect price on customer loyalty through customer satisfaction. Keywords: Service Quality, Price, Customer Satisfaction, Customer Loyalty, Path Analysis
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