Factors Affecting Commitment and Loyalty Towards Airline

LEOBERT BANJARANSARI SUNDRIYO, Bayu Sutikno, M.S.M., Ph.D.

2013 | Skripsi | MANAJEMEN

Industri penerbangan di Indonesia terutama di pasar domestik sangat meningkat belakangan ini. Dengan meningkatnya persaingan antar maskapai di pasar domestik, sangatlah penting bagi maskapai untuk mencari keunggulan bersaing dengan fokus pada faktor-faktor yang mempengaruhi komitmen dan kesetiaan pelanggan, agar dapat tetap menghasilkan keuntungan bagi perusahaan. Penelitian ini akan focus pada Garuda Indonesia selaku maskapai utama dari Indonesia, yang hingga saat ini masih bersaing untuk menjadi pemimpin pasar penerbangan domestik. Penelitian ini menggunakan analisis regresi berganda untuk mempelajari hubungan antara confidence benefit, social benefit, special treatment benefit, relationship investment, relationship communication, dan relationship management dengan customer commitment. Hasil dari itu kemudian lebih didalami dengan analisis regresi tunggal untuk mempelajari hubungan antara customer commitment dan customer loyalty. Data dikumpulkan dengan kuesioner online dari 172 responden yang telah menggunakan jasa Garuda Indonesia paling tidak sekali dalam 3 bulan terakhir. Hasil menunjukkan bahwa confidence benefit adalah faktor utama untuk menentukan customer commitment. Sementara secara keseluruhan customer commitment memiliki nilai signifikan terhadap customer loyalty. Namun relationship communication terbukti tidak siginifikan dalam penelitian ini.

The aviation industry in Indonesia especially in domestic market has been increasing more than ever. With the Indonesian domestic airline competition increasing between carriers, it will be important for airlines to seek better competitive advantage by focusing which factors are affecting customers‟ commitment and loyalty, in order to stay profitable in the market. This research however will focus on Garuda Indonesia as the flag carrier of Indonesia, which still fighting to be the market leader in domestic market. This research utilized multiple regression analysis to study the relationship between confidence benefit, social benefit, special treatment benefit, relationship investment, relationship communication, and relationship management with customer commitment. Which the result will be further analyzed by simple regression to study the relationship between customer commitment and customer loyalty. Data were gathered using online questionnaire to 172 respondents of people that have travelled with Garuda Indonesia at least once for the past 3 months. The result showed that confidence benefit is the main factor for determining customer commitment. While overall customer commitment led to significant relationship with customer loyalty. However relationship communication proved to be insignificant to this research.

Kata Kunci : Airline, Customer Commitment, Customer Loyalty, Indonesia