Abstract
The increase in number of airlaines industry in Indonesia has caused price competition betweenairlines company, especially for the Palangka Raya - Jakarta route. In order to survive in this industry, theairlines company has made efficiency toreduce the costs. As thr result, service quality became lower, and it willaffecting consumer satisfaction. The objectives of this research are to analyze the effect of service qualitytowards loyalty through consumer satisfaction. This study used quantitative research method, the datacollection used questionnaires and scoring technique used Likert scale. The sample was 100 respondents.This correlation study aims to measure the effects of a particular variable towards other variables. The dataprocessing was analyzed by using Structure Equation Modeling (SEM) with Partial Least Square (PLS) software.The test results of the three hypotheses with PLS software indicated that the two hypotheses were acceptedand the one hypotheses were rejected. Service quality had significant effect towards consumers satisfaction.While consumers satisfaction had not insignificant effect towards loyalty. Then service quality had significanteffect toward loyalty.
Highlights
The increase in number of airlaines industry in Indonesia has caused price competition between airlines company, especially for the Palangka Raya - Jakarta route
In order to survive in this industry
The objectives of this research are to analyze the effect of service quality towards loyalty
Summary
Berdasarkan hasil kajian teori dan penelitian terdahulu menemukan bahwa kualitas layanan dan kepuasan konsumen berhubungan positif dengan loyalitas. Peneliti membatasi penelitian ini pada variabel kualitas layanan (yang terdiri dari tangible, reliability, responsiveness, assurance, dan empathy) yang mempengaruhi kepuasan dan loyalitas pelanggan dalam memilih jasa transportasi udara untuk rute Palangka Raya - Jakarta. Berdasarkan pokok masalah dan hipotesis yang diajukan, variabel-variabel dalam analisis ini dapat diidentifikasi sebagai berikut: (1) Variabel eksogen yaitu semua variabel yang tidak ada penyebab-penyebab eskplisitnya atau dalam diagram tidak ada anak-anak panah yang menuju ke arahnya, selain pada bagian kesalahan pengukuran. Variabel perantara endogenus mempunyai anak panah yang menuju ke arahnya dan dari arah variabel tersebut dalam model diagram jalur. Dalam penelitian ini yang menjadi variabel endogen yaitu: (a) Kepuasan konsumen (Y) sebagai variabel perantara yang indikator-indikatornya terdiri atas: 1) Kenyamanan 2) ketepatan waktu 3) pelayanan 4) Keamanan 5) Kemudahan. Dan teknik pengumpulan data yang digunakan dalam penelitian adalah metode kusioner
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