ANALISIS PENGARUH COMPANY REPUTATION DAN OVERALL SATISFACTION TERHADAP REPURCHASE INTENTION MELALUI VARIABEL CONSUMER TRUST, CONSUMER COMPANY IDENTIFICATION DAN CONSUMER COMMITMENT TERHADAP PELANGGAN MASKAPAI PENERBANGAN GARUDA INDONESIA DI SURABAYA

Abstract

The development of modern transportation is very rapid, along with the human need to move quickly from one place to another with a great distance. It is in support of innovation and development in terms of transportation so that needs can be met. Nowadays to travel long distances such as between different regions of the island or travel between countries can be reached quickly by using an airplane. In Indonesia the use of air transportation is very important because Indonesia is an archipelago country that can be mudan when using air transport to move from another region or island to another. Therefore the development of air transportation in Indonesia is very rapid, can be seen from the emergence of various airlines in Indonesia. One of the largest and number one airline service provider in Indonesia is Garuda Indonesia, it is also because Garuda Indonesia is a state-owned company. One of the advantages of Garuda Indonesia is to give experience to feel the culture of Indonesia in every flight that is also called GarudaExperience. This study aims to analyze the influence of Company Reputation and Overall Satisfaction on Repurchase Intention through Consumer Trust Identification, Consumer Company Identification and Consumer Commitment to Garuda Indonesia airline customers in Surabaya. Using a quantitative approach with Structural Equation Model (SEM) and AMOS 24.0 software. Questionnaires were distributed to 130 respondents as a sample in which respondent characteristics consisted of male and female in the age range 18-60 years old, consumers domiciled in Surabaya, have been using Garuda Indonesia flight service in the last sixmonths. The result of the research shows that Consumer Trust variables have a significant positive effect on Consumer Commitment on Garuda Indonesia customers with regression coefficient of 0608, Consumer Company Identification variable has a significant positive effect on Consumer Commitment on Garuda Indonesia customer with regression coefficient of 0.233, Company Reputation variable has positive significant Consumer Trust on Garuda Indonesia customers with regression coefficient of 0.238, Company Reputation variables have a significant positive effect on Consumer Company Identification on Garuda Indonesia customers with 0.553 regression coefficient, Overall Satisfaction variable has no significant positive effect on Consumer Commitment on Garuda Indonesia customer with regression coefficient equal to 0.022, variable of Satisfaction Satisfaction have a significant positive effect to Consumer Trust in Garuda Indonesia customer with regression coefficient Of 0.56, Consumer Commitment Variable has a significant positive effect on Repurchase Intention on Garuda Indonesia customer with regression coefficient of 0.764 and variable of Satisfaction Satisfaction have no significant positive effect on Repurchase Intention on Garuda Indonesia customer with regression coefficient of 0.098.