ANALISA CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA MASKAPAI PENERBANGAN GARUDA INDONESIA

Bagas Wahyu Nugroho

Abstract


Tujuan dalam penelitian ini adalah untuk membuktikan kebenaran bahwa customer experience yang diberikan Garuda Indonesia akan mempengaruhi customer loyalty, dengan mempertimbangkan faktor customer satisfaction sebagai variabel intervening. Penelitian ini sekaligus untuk menentukan langkah-langkah strategis yang dapat dilakukan Garuda Indonesia khususnya dalam menghadapi fenomena penurunan penumpang Garuda Indonesia selama beberapa tahun kebelakang. Jenis penelitian ini merupakan penelitian kuantitatif deskriptif kausal. Pengambilan data dilakukan dengan menyebarkan kuesioner kepada 110 orang responden, yang selanjutnya diolah menggunakan SmartPLS. Hasil penelitian ini menunjukan bahwa customer experience berpengaruh secara positif dan signifikan terhadap customer satisfaction, customer satisfaction berpengaruh secara positif dan signifikan terhadap customer loyalty, dan customer experience berpengaruh secara positif dan signifikan terhadap customer loyalty. Hasil dari penelitian ini menunjukan bahwa customer satisfaction sebagai variabel intervening memperkuat hubungan antara customer experience dan customer loyalty.


Keywords


Customer Experience, Customer Satisfaction, Customer Loyalty

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