Pengaruh Service Quality dan Price Perception Maskapai Lcc (Low Cost Carrier) terhadap Word of Mouth dan Revisit Intention di Kota Batam

Angellin, Angellin (2018) Pengaruh Service Quality dan Price Perception Maskapai Lcc (Low Cost Carrier) terhadap Word of Mouth dan Revisit Intention di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Maskapai penerbangan LCC banyak menjadi dambaan penumpang. Alasan utama maskapai penerbangan LCC menjadi pilihan adalah harga tiket yang terjangkau bagi calon penumpang sehingga penumpang dapat menghemat biaya perjalanan. Maskapai penerbangan LCC juga menerbangi rute-rute favorit yang sering dikunjungi masyarakat sehingga wajar bila maskapai LCC banyak diminati. Metode pemilihan sampel yang digunakan dalam penelitian ini adalah teknik non-probability sampling dengan metode purposive sampling yaitu pemilihan sampel tidak secara acak tetapi sesuai dengan kriteria yang telah ditentukan yaitu mempunyai pengalaman menggunakan maskapai LCC (Low Cost Carrier) atau maskapai bertarif rendah. Progam yang digunakan dalam penelitian ini adalah SPSS versi 22.0 dan Smart PLS versi 3.0 untuk meneliti pengaruh faktor variabel independen terhadap variabel dependen dengan adanya variabel mediasi. Berdasarkan penelitian ini hasil nya yang di dapatkan menunjukkan bahwa variabel service quality berpengaruh signifikan terhadap variabel monetary price, behavior price, dan word of mouth. Variabel monetary price tidak berpengaruh signifikan terhadap variabel word of mouth maupun revisit intention sedangkan variabel behavior price tidak berpengaruh signifikan terhadap variabel word of mouth namun berpengaruh signifikan terhadap variabel revisit intention. Dan Variabel word of mouth berpengaruh signifikan terhadap variabel revisit intention. Variabel monetary price dan behavior price sebagai mediasi sama-sama tidak berpengaruh signifikan terhadap hubungan antara service quality dan word of mouth. --------------------------------------------------------- LCC airlines become passionate. The main reason LCC airlines become the choice is the price of tickets that are affordable for prospective passengers so that passengers can save travel costs. LCC airlines also fly favorite routes that are frequented by the public so it is reasonable if the LCC airline much in demand. Sample selection method used in this research is non-probability sampling technique with purposive sampling method that is sample selection not random but in accordance with predetermined criteria that have experience using LCC (Low Cost Carrier) or low cost carrier. The program used in this research is SPSS version 22.0 and Smart PLS version 3.0 to examine the effect of independent variable factor to dependent variable with the existence of mediation variable. Based on this research, the results obtained showed that service quality variables significantly influence the variable of monetary price, behavior price, and word of mouth. Monetary price variable has no significant effect to word of mouth variable or revisit intention, while behavior price variable has no significant effect to word of mouth variable but has significant effect on variable revisit intention. And variable of word of mouth have significant effect to revisit intention variable. Monetary price and behavior price variable as mediation do not have a significant effect on the relationship between service quality and word of mouth.

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