Pengaruh Brand Image Dan Kualitas Pelayanan Cabin Crew Terhadap Minat Beli Ulang Pengguna Jasa Maskapai Garuda Indonesia Di Bandar Udara Yogyakarta International Airport - Kholiq Wijaya; Awan Awan (UNIVERSITAS PGRI YOGYAKARTA, 2022)
AbstrakPenelitian ini memiliki tujuan untuk mengetahui pengaruh brand image dan kualitas pelayanan cabin crew terhadap minat beli ulang pengguna jasa maskapai Garuda Indonesia di Bandar Udara Yogyakarta International Airport. Terdiri dari aspek keakuratan dan kebenaran informasi, kesempurnaan informasi, tepat waktu, relevansi, mudah, serta kepuasan. Penelitian ini menggunakan metode kuantitatif metode penelitian yang berlandaskan pada filsafat potivisme. Adapun sumber data yang digunakan adalah data primer, data yang di dapat dari penumpang Maskapai Garuda Indonesia yang dimintai tanggapan melalui kuesioner yang diberikan, tentang variabel penelitian yang meliputi variabel brand image, variabel kualitas pelayanan cabin crew dan variabel minat beli ulang pengguna jasa. Analisis data dan pengujian hipotesis dikerjakan dengan menggunakan analisis regresi linier berganda melalui SPSS windows release 15.0. Hasil penelitian menghasilkan HO ditolak dan H1 diterima yang memiliki arti adanya pengaruh signifikan antara pengaruh brand image terhadap minat beli ulang pengguna jasa maskapai garuda Indonesia, HO ditolak dan H2 diterima yang memiliki arti adanya pengaruh signifikan antara pengaruh kualitas pelayanan cabin crew terhadap minat beli ulang pengguna jasa maskapai garuda Indonesia dan HO ditolak dan H3 diterima yang memiliki arti adanya pengaruh secara simultan antara brand image dan kualitas pelayanan cabin crew terhadap minat beli ulang pengguna jasa maskapai garuda Indonesia. Dimana nilai thitung brand image sebesar nilai sig (0,000) < (0,05) dan t hitung (3,893) > t tabel (1,988) dan thitung kualitas pelayanan cabin crew sebesar nilai sig (0,001) < (0,05) dan t hitung (3,305) > t tabel (1,988). Nilai Fhitung barnd image (X1) dan variabel kualitas pelayanan cabin crew (X2) sebesar (0,00) < (0,05) dan nilai F hitung (50,138) > F tabel (3,09).Kata Kunci : barnd image, kualitas pelayanan, cabin crew, minat beli ulang.Â AbstractThis study aims to determine the effect of brand image and cabin crew service quality on the repurchase intention of Garuda Indonesia airline service users at Yogyakarta International Airport. Consists of aspects of accuracy and correctness of information, perfection of information, timeliness, relevance, ease, and satisfaction. This study uses quantitative research methods based on the philosophy of potivism. The source of the data used is primary data, data obtained from Garuda Indonesia airline passengers who were asked for responses through the questionnaire given, about research variables which include brand image variables, cabin crew service quality variables and service users' repurchase interest variables. Data analysis and hypothesis testing were carried out using multiple linear regression analysis through SPSS windows release 15.0. The results showed that HO was rejected and H1 was accepted which means that there is a significant influence between the influence of brand image on the repurchase interest of Garuda Indonesia airline service users, HO is rejected and H2 is accepted which means that there is a significant influence between the influence of cabin crew service quality on users' repurchase interest. Garuda Indonesia and HO services were rejected and H3 was accepted, which means that there is a simultaneous influence between brand image and cabin crew service quality on the repurchase interest of Garuda Indonesia service users. Where the value of t count brand image is sig (0.000) < (0.05) and t count (3.893) > t table (1.988) and t count service quality for cabin crew is sig (0.001) < (0.05) and t count (3.305) > t table (1.988). The F value of new image (X1) and the variable of cabin crew service quality (X2) is (0.00) < (0.05) and the calculated F value (50.138) > F table (3.09).Keywords: brand image, service quality, cabin crew, repurchase interest.