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Analisis Kualitas Layanan Dan Citra Merek Terhadap Pembelian Berulang Dengan Harga Sebagai Variabel Moderasi Pada Maskapai Penerbangan Rute Pekanbaru Jakarta

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Analisis Kualitas Layanan Dan Citra Merek Terhadap Pembelian Berulang Dengan Harga Sebagai Variabel Moderasi Pada Maskapai Penerbangan Rute Pekanbaru Jakarta Analisis Kualitas Layanan…{Syahputra, Alwie & Garnasih}| 14 Jurnal Ekonomi KIAT p -ISSN 1410-3834 Vol. 30, No. 2, Des 2019 e-ISSN 2597-7393 Analisis Kualitas Layanan dan Citra Merek terhadap Pembelian Berulang dengan Harga sebagai Variabel Moderasi pada Maskapai Penerbangan Rute Pekanbaru Jakarta Dedi Syahputra1*; Alvi Furwanti Alwie1; Raden Lestari Garnasih1 INFO ARTIKEL ABSTRAK Penulis: Penelitian ini bertujuan untuk melihat dan mengetahui pengaruh langsung dari 1 Pascasarjana Fakultas Ekonomi dan Analisis Kualitas Layanan dan Citra Merek terhadap Pembelian Berulang dengan Bisnis, Universitas Riau, Pekanbaru, Harga sebagai variabel Moderasi. Populasi dalam penelitian ini adalah semua Indonesia penumpang maskapai di rute Pekanbaru–Jakarta yang telah melakukan pembelian *E-mail: [email protected] berulang pada maskapai yang sama menggunakan Moderated Regression Analysis. Sampel penelitian ini menggunakan teknik Non Probability Sampling menggunakan metode purposive sampling yaitu pengambilan sampel yang Untuk mengutip artikel ini: membatasi karakteristik spesifik seseorang yang memberikan informasi yang Syahputra D, Alwie AF & Garnasih dibutuhkan. Hasil penelitian ini menemukan bahwa kualitas layanan dan citra RL 2019, ‘Analisis kualitas layanan merek memiliki pengaruh positif yang signifikan terhadap pembelian berulang dan citra merek terhadap pembelian pada maskapai. Harga memiliki pengaruh positif yang signifikan terhadap berulang dengan harga sebagai kualitas layanan yang dapat meningkatkan keinginan konsumen untuk melakukan variabel moderasi pada maskapai pembelian berulang. Harga memiliki efek positif tetapi tidak signifikan pada citra penerbangan rute pekanbaru jakarta’, merek yang dapat meningkatkan keinginan konsumen untuk melakukan Jurnal Ekonomi KIAT, vol. 30, no. 2, pembelian berulang. hal. 22-38. This study aims to see and know the direct effect of Analysis of Service Quality Akses online: and Brand Image on Repeated Purchases with Price as a Moderation variabel. https://journal.uir.ac.id/index.php/kiat The population in this study are all airline passengers on the Pekanbaru - Jakarta E-mail: route who have made repeated purchases on the same airline using Moderated [email protected] Regression Analysis. The sample of this study used a Non Probability Sampling technique using a purposive sampling method that is sampling that limits the Di bawah lisensi: specific characteristics of someone who provides the information needed. The Creative Commons Attribute- results of this study found that service quality and brand image have a significant ShareAlike 4.0 International positive effect on repeat purchases on airlines. Prices have a significant positive Licence effect on service quality that can increase consumers' desire to make repeat purchases. Price has a positive but not significant effect on brand image that can increase consumers' desire to make repeat purchases. Katakunci: Citra Merek, Harga, Kualitas Layanan, Pembelian Berulang 1. Pendahuluan Seiring perkembangan usaha dunia sekarang ini, maupun post flight services terhadap para penumpang pertumbuhan di bidang perekonomian baik jasa sebagai cara percepatan informasi sehingga dapat ataupun sektor industri berkembang dengan sangat memudahkan pelayanan terhadap penumpang ataupun pesat. Persaingan di bisnis penerbangan makin calon penumpang serta dapat meminimize waktu terfragmentasi karena hadirnya pemain-pemain respon terhadap layanan pelanggan. swasta dengan permodalan yang cukup dan strategi Di tengah persaingan antar maskapai penerba- penetrasi bisnis yang brilian. Khususnya pemain- ngan yang semakin ketat, banyak upaya yang pemain baru yang sangat percaya diri dan cukup dilakukan maskapai-maskapai penerbangan yang sukses dengan mengambil positioning sebagai low merupakan salah satu maskapai penerbangan nasional cost carrier yaitu persaingan melalui rute yang mencoba untuk menerapkan penerbangan penerbangan yang semakin mempermudah pelanggan bertarif rendah (low cost carrier) Lion Air dan Citi untuk mencapai tujuan. Perkembangan Industri Link tetapi tetap mempertahankan pelayanan penerbangan berkembang dengan sangat pesat, hal ini semaksimal mungkin. Seiring dengan perubahan yang di picu oleh perkembangan teknologi yang membawa terjadi di dunia pemasaran, maka para pelaku bisnis pengaruh serta perubahan didalam industri pun harus berubah karena persaingan antar perusahaan penerbangan. Penggunaan teknologi sebagai alat yang sejenis maupun yang tidak sejenis dalam upaya perusahaan dalam bidang Sistem Informasi menguasai pasar akan semakin meningkat dan Manajemen di era digitalisasi saat ini merupakan konsumen semakin menuntut perusahaan untuk tuntutan bagi perusahaan penerbangan yang ada guna memaksimalkan sumber daya yang dimilikinya agar meningkatkan pelayanan baik preflight, inflight, kebutuhan pasar yang semakin variatif dapat Analisis Kualitas Layanan…{Syahputra, Alwie & Garnasih}| 15 Jurnal Ekonomi KIAT p -ISSN 1410-3834 Vol. 30, No. 2, Des 2019 e-ISSN 2597-7393 terpenuhi. Berikut data penerbangan domestik di layanan jasa penerbangan yang diberikan harus seluruh Indonesia dalam kurun waktu 5 (lima) tahun diperhatikan mengenai 4 (empat) proses, yaitu: Proses terakhir yaitu dari tahun 2014-2018, adalah sebagai reservasi dan pembelian ticket meliputi ketersediaan berikut. tiket penerbangan, keramahan petugas loket dan Tabel 1. Data pergerakan penerbangan domestik lainnya; proses airport service merupakan proses dimana penumpang menunggu sebelum melakukan Pesawat Penumpang Barang Tahun % % % keberangkatan, terjadinya delay time yang cukup lama (unit) (orang) (ton) akan mengganggu kenyamanan pelanggan; proses 2014 511.765 -4 69.225.753 -2 433.745 2 selama penerbangan di udara meliputi selalu memper- 2015 518.290 1 68.789.336 -1 403.621 -7 hatikan kebersihan di dalam pesawat, keramahan 2016 608.649 17 79.004.067 15 405.229 0 pramugari, kenyamanan kursi dan proses setelah 2017 693.439 14 87.062.181 10 453.349 12 melakukan penerbangan yaitu maskapai dapat 2018 721.439 4 91.882.921 6 549.220 21 memastikan bagasi yang dibawa dalam kondisi baik. Sumber: PT Angkasa Pura (2019) Dalam kondisi persaingan yang cukup ketat Dari Tabel 1 memberikan penjelasan bahwa diantara jasa maskapai penerbangan saat ini, menuntut pergerakan penerbangan rute pesawat dan pergerakan perusahaan untuk menciptakan strategi baru untuk penumpang selama 5 (lima) tahun terakhir terus memenangkan persaingan. Aspek pelayanan merupa- meningkat, hal ini mengindikasikan bahwa industri kan key performance indicator yang penting dalam jasa penerbangan memberikan dampak positif bagi kegiatan operasional, oleh karena itu penataan seluruh kebutuhan masyarakat di Indonesia. Sehingga mata rantai pelayanan merupakan langkah strategis persaingan suatu industry penerbangan menyebabkan dalam mempertegas komitmen. Berikut ini dapat setiap perusahaan penerbangan harus selalu berusaha dilihat jumlah frekuensi penerbangan perbulan pada meningkatkan kualitas layanan agar kepuasan tahun 2018 yang disediakan oleh beberapa maskapai konsumen dapat terwujud. Ternyata kualitas produk penerbangan di Bandara Sultan Syarif Kasim II dan kepuasan konsumen berkaitan erat untuk menjalin Pekanbaru dengan rute Pekanbaru-Jakarta, adalah ikatan yang kuat dalam jangka panjang, dan sebagai berikut. memungkinkan perusahaan untuk memahami secara Tabel 2. Frekuensi penerbangan di bandara SSK II berkelanjutan akan kebutuhan konsumen. rute pekanbaru-jakarta Industri penerbangan berkembang pesat karena Frekuensi Maskapai Rute adanya dukungan pemerintah, diantaranya Peraturan (trip) Pemerintah No. 40 tahun 1999 tentang regulasi maskapai penerbangan diman Departemen Perhubu- Garuda Indonesia Pekanbaru-Jakarta 186 ngan RI memberikan izin seluas-luasnya bagi siapa Batik Air Pekanbaru-Jakarta 93 saja yang ingin masuk, sehingga membuat industry ini Lion Air Pekanbaru-Jakarta 90 menjadi bisnis yang cukup berkembang dan diminati Citilink Pekanbaru-Jakarta 62 para pengusaha di Indonesia. Selanjutnya Kepres No.3 Sumber: PT Angkasa Pura (2019) tahun 2000, perusahaan penerbangan diberi Dari Tabel 2 dapat diketahui bahwa dari keleluasaan untuk menentukan tipe pesawat yang akan keseluruhan frekuensi penerbangan rute Pekanbaru- dioperasikan sesuai kemampuan perusahaan asalkan Jakarta, frekuensi penerbangan tidak terlalu pesawat memenuhi persyaratan dan peraturan berpengaruh terhadap penerapan Low Cost Carrier kelayakan udara dari yang disyaratkan oleh Dinas (LLC) oleh Lion Air dan Citilink dikarenakan Sertifikasi Kelayakan Udara (DSKU) serta melalui pelanggan lebih memilih keselamatan dari pada harga keputusan mentri perhubungan (Kepmenhub) no.11 yang murah. Hal ini tentunya target pasar yang tahun 2001 tentang penyelenggaraan Angkatan Udara. berbeda pada setiap permaskapai. Di tengah persaingan antar maskapai Beberapa cara yang dilakukan perusahaan dalam penerbangan yang semakin ketat, banyak upaya yang mencapai loyalitas adalah dengan memberikan harga dilakukan maskapai-maskapai penerbangan untuk yang sesuai kepada pelanggan serta pengembangan menarik minat konsumen dalam menggunakan jasa citra perusahaan. Virvilaite et al. (2009), menyatakan maskapai tersebut yaitu dalam mencari, menarik dan bahwa harga merupakan salah satu elemen bauran mempertahankan pelanggan untuk memuaskan pemasaran yang paling fleksibel yang dapat dengan pengguna jasanya, terutama melalui sisi performa cepat berubah, setelah mengubah karakteristik produk pelayanannya. Perusahaan menempatkan orientasi tertentu dan layanan. Keputusan untuk harga paling pada
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