Abstract
The purpose of this study is to determine whether service quality, brand image, brand trust, and flight experience have influence towards repurchase intention in using Lion Air. This study is using quantitative method with 7 Likert-scale, from strongly disagree to strongly agree. The statements are adopted from various prior research. The data was distributed by online and directly to the person. The total sample used in this study is 347 respondents who ever flied with Lion Air at least twice from January 2019 to October 2019. The data was tested by using statistical software for validity and reliability and using Structural Equation Model for model fit and hypothesis testing. The findings indicate the factors that influencing customers repurchase intention in using Lion Air. Out of 6 hypotheses there are 4 hypotheses that are has a significant relationship which are service quality towards brand image, service quality towards brand trust, brand image towards brand trust, and brand trust towards repurchase intention. Meanwhile, the rest 2 hypotheses are found to be not significant, which are flight experience towards brand trust and brand image towards repurchase intention. There are many factors why it is rejected, such as price, needs, influence from others, the choice of routes, and frequent flight frequencies. This study is the first study that combine flight experience factor in determining customer repurchase intention in using Lion Air.
Highlights
Lion Air is one of low-cost carrier in Indonesia
The aim of this study is to find out whether service quality, brand image, brand trust, and flight experience have influence towards repurchase intention in using Lion Air
Based on the result regarding direct and indirect variable relationship, the findings emphasize that Lion Air must be focusing on improving service quality and building their brand image in order to building up brand trust and increase the repurchase intention
Summary
Since 2016, Lion Air is one of Indonesia’s largest airline companies that has the highest number of passenger and dominating the domestic flights in Indonesia (Praditya & Astuti, 2018). In 2018, with the total of 101.13 million passenger of domestic passengers, Lion Air Group managed to transport 51.72 million passengers or 51% from the total (Gumiwang, 2019). Unfortunate airline accidents are dominated by airlines that using the LCCs concept and it has an impact on public concerns in using an airline (Andreani, Stephanie, & Putri, 2017). The National Transportation Safety Commission (KNKT) noted 317 cases of aviation accidents have occurred during the past decade (2007-2017) (Kurniawan, 2018). In average there were 28 cases of aviation accidents happening every year in Indonesia
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