ANALISIS PENGARUH DIMENSI SERVICE QUALITY DAN PRICE TERHADAP CUSTOMER SATISFACTION DALAM MEMBENTUK RE-PURCHASE INTENTION PADA PELANGGAN CITILINK DI SURABAYA
Abstract
The population of Indonesia in 2019 reached around 262 million people, making the
number of air passenger traffic in Indonesia in the past decade sharply increasing. Aviation analysts
in the country estimate the number of air passengers in Indonesia in 2019 to penetrate the range of
100 million passengers. Low-Cost Carrier (LCC) is a low-cost flight or an airline that provides
airplane tickets with affordable rates/prices by reducing some public services for airplane passengers
such as catering services, minimalist reservations to reduce flight costs and the price can be reached
by the public. With this Low-Cost Carrier (LCC) concept, all people can enjoy transportation
services by airplane. The airline Citilink is one of the domestic and international airlines that is a
favorite of users of air transportation services in Indonesia. Because, with relatively affordable ticket
prices, Citilink offers economy-class flight facilities that are quite comfortable and safe.
This research aims to find out how the influence of Tangibles, Schedule, Services Provided
by Ground Staff, Services Provided by Flight Attendants, Behavior Price and Monetary Price on
Customer Satisfaction in forming Re-Purchase Intention for Citilink customers in Surabaya. The
expected benefit of this research is to contribute to the development of theory and marketing
research, specifically regarding the influence of variables of Tangibles influence, Schedule, Services
Provided by Ground Staff, Services Provided by Flight Attendants, Behavior Price and Monetary
Price to Customer Satisfaction in forming Re-Purchase Intention.
This research is a quantitative method with data processing using SPSS 22.0. Data
collection was carried out by distributing questionnaires to 100 respondents with characteristics of
male and female respondents aged 18-65 years and had purchased and used Citilink airline aircraft
at least 2 times in the past year and had interacted directly with check-in and flight attendant
officers/flight attendants in the past year.
The results of the study show that the variable that has the first largest influence is the
Customer Satisfaction variable on Re-Purchase Intention of 0.525; the variable that has the secondlargest
influence is the Monetary Price of the Customer Satisfaction of 0.399; the variable that has
the third-largest influence is Tangibles towards Customer Satisfaction of 0.280; the variable that has
the fourth-largest influence is Services Provided by Ground Staff to Customer Satisfaction of 0.145;
the variable that has the fifth largest influence is the Behavior Price of Customer Satisfaction of
0.099; the variable that has the sixth-largest influence is the Schedule of Customer Satisfaction of
0.093; and the variable that has the last biggest influence is Services Provided by Flight Attendants
to Customer Satisfaction of 0.015