ANTESEDEN LOYALITAS PELANGGAN DOMESTIK GARUDA INDONESIA DI KOTA AMBON

Saul Ronald Jacob Saleky

Abstract


Penelitian ini bertujuan untuk menganalisis anteseden yang berpengaruh terhadap loyalitas pelanggan Garuda Indonesia pada rute domestik di Kota Ambon, Data dikumpulkan menggunakan kuesioner yang dibagikan kepada

135 orang pelanggan yang menggunakan penerbangan Garuda Indonesia dari dan ke Ambon. Data yang dikumpulkan selanjutnya diolah dan dihitung menggunakan   SPSS   21   dan  selanjutnya   dianalisis  menggunakan  analisis regresi. Hasilnya menunjukan variabel kuaitas layanan berpengaruh positif dan signifikan baik secara langsung maupun tidak langsung terhadap komitmen, kepercayaan, dan loyalitas pelanggan Garuda Indonesia. Selanjutnya, variabel kepercayaan juga berpengaruh positif dan signifikan baik secara langsung maupun tidak langsung terhadap komitmen dan loyalitas pelanggan Garuda Indonesia. Demikian pula variabel komitmen pelanggan memiliki pengaruh yang  positif dan signifikan  terhadap  loyalitas pelanggan Garuda  Indonesia. Selanjutnya, dari hasil tersebut penelitian ini merekomendasikan agar dalam usaha untuk membangun kepercayaan, komitmen dan loyalitas, Garuda Indonesia hendaknya dapat terus meningkatkan pelayanan yang berkualitas secara terus-menerus di masa mendatang

Keywords


: Kualitas layanan, kepercayaan, komitmen, loyalitas pelanggan

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DOI: https://doi.org/10.24252/minds.v4i01.3134

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