Pembentuk Word of Mouth pada Perusahaan Penerbangan Bertarif Murah di Indonesia

Yasintha Soelasih, Sumani Sumani


ABSTRACT: The purpose of this study is to examine the mediating effect of passenger satisfaction on service quality, fares and word of mouth on low-cost flights in Indonesia. The theory of this study is derived into the research model with the instruments used in compiling the questionnaire for primary data collection. Samples taken as many as 248 with the criteria samples have used low-cost flights in Indonesia. Sampling was conducted at Soekarno Hatta Cengkareng Airport, Indonesia with purposive sampling at three low-cost airlines. Instrument testing is done using reliability and validity test. For reliability, it uses Cronbach's alpha while for validity it uses confirmatory factor analysis. In the hypothesis test used SEM with Lisrel. Service quality has a direct and indirect effect on word of mouth. While the tariff does not have a direct or indirect effect on word of mouth. Passenger satisfaction as mediation variable is important in forming word of mouth, compared without the mediation variable. Passengers still measure the quality of service received with perceived satisfaction. Therefore airlines with low-cost airlines still need to pay attention to passenger satisfaction, not just at relatively cheap fares. ABSTRAK: Tujuan penelitian ini untuk mengkaji pengaruh mediasi kepuasan penumpang terhadap kualitas pelayanan, tarif dan wouth of mouth pada penerbangan bertarif murah di Indonesia. Kajian teori yang diturunkan kedalam model penelitian dengan instrument yang digunakan dalam menyusun kuesioner untuk pengambilan data primer. Sampel yang terambil sebanyak 248 dengan kriteria sudah pernah menggunakan penerbangan bertarif murah di Indonesia. Pengambilan sampel dilakukan di Bandara Soekarno Hatta Cengkareng, Indonesia dengan purposive sampling pada tiga perusahaan penerbangan bertarif murah. Dilakukan uji instrument dengan menggunakan reliabilitas dan validitas. Untuk reliabilitas maka menggunakan cronbach’s alpha sedangkan untuk validitas menggunakan confirmatory factor analysis. Pada uji hipotesis digunakan SEM dengan Lisrel. Kualitas pelayanan mempunyai pengaruh baik langsung maupun tidak langsung terhadap word of mouth. Sedangkan tariff tidak mempunyai pengaruh baik langsung maupun tidak langsung terhadap word of mouth. Variabel mediasi kepuasan penumpang penting dalam membentuk word of mouth, dibandingkan tanpa adanya variable mediasi. Penumpang tetap mengukur kualitas pelayanan yang diterima dengan kepuasan yang dirasakan. Oleh karena itu perusahaan penerbangan dengan konsep penerbangan bertarif murah tetap perlu memperhatikan kepuasan penumpang, bukan hanya pada tarif yang relative murah.


Keywords: service quality, fares, customer satisfaction, word of mouth, low-cost carriers

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