The Effect of Brand Image and Price Perception on Customer Satisfaction on Citilink Airlines at Juanda International Airport Surabaya
), Arif Fakhrudin(2),
(1) Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
(2) Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
Corresponding Author
Abstract
The Central Statistics Agency (BPS) noted that the number of airplane passengers was 2.38 million people, an increase of 47.8% compared to the previous month. An increase in the number of passengers occurred at one of the main airports, namely Juanda Surabaya by 46%. The services provided by Citilink airline companies and price perceptions will affect the image in the future so that the airline must improve this to get Citilink airline user satisfaction. This study aims to determine the effect of Brand Image and Price Perception on Customer Satisfaction on Citilink Airlines at Juanda International Airport, Surabaya. Data analysis and hypothesis testing were carried out using multiple linear regression analysis through IBM SPSS Statistics 22. The results of this study indicate H1 is Ho is rejected and Ha is accepted, which means brand image has a positive and significant effect on customer satisfaction with a significant value of the brand image variable of 0.017 <0 ,05. H2 is Ho is rejected and Ha is accepted, which means that price perception has a positive and significant effect on customer satisfaction with a significant value of the customer satisfaction variable of 0.006 <0.05. H3 is Ho rejected and Ha accepted, which means brand image and price perception have a positive and significant effect on customer satisfaction with a significant value on the F test of 0.000 <0.05. The result of the value of R Square (R2) is 35.8%.
Keywords
References
Aeker, D and Keller.,2000. Brand Utility, Telaah Manajemen, Vol 1, Edisi 2, 2004, Semarang.
Ahmad, Baihaqi. 2020. Pengaruh Persepsi Harga dan Citra Merek terhadap Kepuasan Pengguna Jasa Maskapaii Lion Air di bandar Udara Internasional Soekarno Hatta Tang geran. Skripsi STTKD.
Airport, Juanda. (n.d.). Perusahaan Bandar Udara Internasional Juanda Surabaya.
Badan Pusat Statistik. (2022, Maret). Jumlah penumpang 5 bandara utama.
Citilink. (n.d.). Citilink-Profile sekilas tentang Citilink.
Destiana, Nisa. (20 April 2022). Brand Image: Pengertian, Contoh, dan Indikatornya.
Harjati, Lily dan Yurike Venesia. (2015). Pengaruh Kualitas Layanan dan Persepsi Harga terhadap Kepuasan Pelanggan pada Maskapai Penerbangan Tiger Air Mandala. E-Journal WIDYA Ekonomi. Volume 1 Nomor 1 64-74.
Iyan. “ Pengaruh Kualitas Produk terhadap Keputusan Pembelian. Institut dan Informatika Kwik Gian Gie. Jakarta”. 2021.
Mahdi, Imam. “Pengaruh Persepsi Harga dan Fitur Produk terhadap Keputusan Pembelian Smartphone Android Cina di Kalangan Konsumen Muda di Kota Makassar”. Universitas Islam Negeri Alauddin. Makassar. 2018.
Manchester, Chandra. 2020. Pengaruh Kualitas Pelayanan dan Persepsi Harga terhadap Kepuasan Pelanggan pada Maskapai Penerbangan Nam Air Lubuk Linggau. Skripsi Bina Insan.
Rahyuda I Ketut & Atmaja Ni Putu Cempaka Dhamadewi. (2011). Pengaruh Kewajaran Harga Citra Perusahaan Terhadap Kepuasan Dan Loyalitas Pengguna Penerbangan Domestik Gia Di Denpasar. Fakultas Ekonomi Univerditas Udayana Ekuitas Vol. 15 No. 3 September 2011 : 370.395.
Riadi, Muchlisin. (09 April 2021). Citra Merek (Brand Image) - Pengertian, Aspek, Komponen dan Pengukuran. Kajian Pustaka.com Ridhwanullah, (2016). Pengaruh kualitas Pelayanan Terhadap Citra perusahaan Jasa Penerbangan Denagan Kepuasan Pelanggan Sebagai Variabel Moderating pada PT. LION Mentari Airline. Skripsi. Fakultas Ekonomi & Bisnis Islam UIN Alauddin makssar.
Rindayanti, Vindi. 2021. Pengaruh Citra Perusahaan, hrga, dan Kualitas Playanan terhadap Kepuasan Penumpang pada maskapai Wings Air di Bandara Sultan Muhammad Kaharuddin Sumbawa Besar. Skripsi STTKD.
Satriojati, Bima. (19 November 2021). Yuk, Kenali Jenis Merek Berdasarkan Undang-Undang.
Schiffman dan Kanuk. 2007. Perilaku Konsumen. Edisi Kedua. Jakarta: PT. Indeks Gramedia.
Schiffman, Le on G. And Leslie L. Kanuk. 2000. Consumer Behavior. Fifth Edition, Prentice-Hall Inc. New Jersey.
Septiawan, Dhandy Bayu. 2021. Pengaruh Kinerja dan Kualitas Pelayanan Petugas Apron Movement Control Terhadap Tingkat Kepuasan Maskapai Batik Air di Bandar Udara Abdul Rachman Saleh Malang. Skripsi STTKD.
Sinta. “Pengaruh Persepsi Harga dan Citra merek terhadap Kepuasan Pelanggan dan Minat Pembelian Ulang”. Kuantitatif. Universitas Udayana. 2021.
Situs Direktorat Jenderal Perhubungan Udara.
Situs Direktorat Jenderal Perhubungan.
Sugeng, Mas. (23 Desember 2017). Pengertian & Indikator Kepuasan Pelanggan Menurut Para Ahli.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Cetakan Ke-1, September 2019. Bandung: Alfabeta.
Sugiyono. 2019. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Cetakan Ke-27, Oktober 2019. Bandung: Alfabeta.
Article Metrics
Abstract View
: 159 times
Download : 143 times
DOI: 10.57235/aurelia.v2i1.266
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Affifah Dhiyaa Mahdianah, Arif Fakhrudin
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
