Pengaruh Community Building, Overall Satisfaction, dan Switching Barriers terhadap Repurchase Intention tiket Air Asia di Surabaya

Abstract

Surabaya is the second largest city in Indonesia, with the development of industries that thrive many companies are starting to get attention from the public and trying to attract buying interest from the public. This is the basis of this research to mengajuh pangaruh Community Building, Overall Satisfaction, and Switching Barriers on Repurchase Intention. The use of these variables with previous studies, namely: Tsai and Huang (2007) which has a direct influence between the Community Building, Customization, Overall Satisfaction, and Switching Barriers on Repurchase Intention. whereas this study did not use the customization variable, because this study is also a replication of the study Tsai and Huang, (2007), just take the three independent variables with one variable reduces customization, because the study was conducted with the object adjusts AirAsia in Surabaya. Type of research is a quantitative causal by using multiple linear regression with SPSS 16.0 software samples used were 108 non probibility sampling techniques and sampling methods used purposive sampling. The results of the analysis showed that the Community Building, Overall Satisfaction, and Switching Barriers have a positive and significant impact on Repurchase Intention AirAsia tickets online in Surabaya. The most influential variable repurchase intention that overall satisfaction regression test results of 0.450 and 0.000 significant test is less than 0.05. The empirical findings indicate that to increase repurchase intention, to note the factors Community Building, Overall Satisfaction, and Switching Barriers to increase buying interest re AirAsia customers in Surabaya. Theoretical implications and suggestions for future research are also outlined at the end of the study.