ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DAN BRAND IMAGE SERTA DAMPAKNYA TERHADAP MINAT BELI ULANG MASKAPAI LION AIR (Studi pada konsumen maskapai lion air di Kota Semarang)
Abstract: The problem that
happened to Lion Air at this time is the decrease of its market share
consistently indicating the decrease of consumer interest using Lion Air
service. Based on existing data is known that there is dissatisfaction and
decrease customer image brand. This study aims to analyze the effect of service
quality, price perceptions and promotion of customer satisfaction and brand
image and its impact on consumer interest in using Lion Air services.
The population used in this study is all Lion Air consumers in Semarang.
The sampling technique used is accidental sampling. Sample criteria taken is a
minimum of 172 people Lion Air consumers in Semarang. Methods of data
collection in this study using questionnaires. Method of data analysis using
structural equation modeling.
Based on the results of service quality, price and promotion perceptions
have a positive effect on customer satisfaction and brand image and have a
positive impact on consumer interest in using Lion Air.
Keywords: service quality,
price perception, promotion, customer satisfaction, brand image, repurchase
intention
Penulis: Arine Magna Komala,
Mudiantono
Kode Jurnal: jpmanajemendd180404
