PENGARUH FAKTOR INTERNAL DAN EKSTERNAL TERHADAP LOYALITAS KONSUMEN DI MASKAPAI LOW COST CARRIER (LCC) DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL PERANTARA

Caroline Ningtyas Ballo(1*), Fransisca Andreani(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Abstrak - Penelitian ini membahas tentang pengaruh dari faktor internal dan eksternal kepada loyalitas konsumen di maskapai LCC, dengan kepuasan konsumen sebagai variabel perantara. Penelitian ini menggunakan pendekatan kuantitatif, Teknik analisis data yang digunakan adalah Partial Least Square(PLS) dengan 300 responden, hasil penelitian menyatakan faktor internal dan faktor eksternal memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen tapi hanya faktor internal saja yang memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Kepuasan konsumen secara langsung memiliki pengaruh yang positif dan signifikan terhadap loyalitas konsumen. Hasil penelitian juga memperlihatkan kepuasan konsumen terbukti sebagai variabel perantara pada faktor internal dan eksternal terhadap loyalitas konsumen.
Kata Kunci: Faktor internal, faktor eksternal, kepuasan konsumen, loyalitas konsumen, maskapai Low Cost Carrier (LCC).
Abstract - This study aims to find out the impact of the internal and external factors on customer loyalty at Low Cost Carrier airlines (LCC) using customer satisfaction as an intermediary. This is a quantitative approach using Partial Least Square (PLS) as the data analysis with 300 respondents. The findings showed that the internal and external factors have positive and significant impacts toward the customer satisfaction but for customer loyalty only internal factors having positive and significant impact. Customer satisfaction have positive and significant impacts toward customer loyalty. It also showed the customer satisfaction is proven as intermediary variable of the internal and external factors toward consumer loyalty.
Key words: Internal and External Factors, Customer Satisfaction, Customer Loyalty, Low Cost Carrier airlines (LCC)


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