ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI ULANG (Studi Kasus Konsumen pada Mandala Airline - Semarang)

Abstract

In this recent business competition, companies are competing for the customers’ attention. This sharp competition is also happened in the airline world, where airline companies are fighting to survive, influence and vie for customers so that they will reuse their airline in the future. This research has the purpose to analyze the necessary factors that are needed for the customers to repurchase their service. The research problem is submitted to know how to keep the customers’ repurchase intention considered from the perceived quality of a service, perceived price, perceived value and brand preference. Based on this basic is submitted theoretical model with 5 hypothesis to be tested by Structural Equation Model. This research samples are 104 respondents who use Mandala Airline for Semarang – Jakarta route more than once. The analysis result of Structural Equation Model fulfills the criteria of goodness of fit index where X2 (chi-square) = 129.725, significance probability = 0.134 ( 05 . 0 ≥ ), RMSEA = 0.038 ( 08 . 0 ≤ ), GFI = 0.879 ( 90 . 0 ≥ ), AGFI = 0.836 ( 90 . 0 ≥ ), TLI = 0.991 ( 95 . 0 ≥ ), CFI = 0.993 ( 95 . 0 ≥ ). This research result shows that customers’ repurchase intention can be maintained through brand preference and perceived value. The factors that influence perceived value is perceived quality of a service and perceived price. Dalam persaingan bisnis saat ini, perusahaan berlomba untuk memperebutkan perhatian konsumen. Persaingan yang semakin ketat ini, juga terjadi didalam dunia penerbangan, dimana antara satu maskapai penerbangan dengan yang lainnya saling berusaha keras dalam mempertahankan, mempengaruhi dan merebut konsumennya supaya memanfaatkan jasa penerbangannnya kembali dimasa yang akan datang. Penelitian ini bertujuan untuk menganalisis faktorfaktor yang diperlukan guna mempertahankan minat beli ulang konsumen. Masalah penelitian diajukan untuk mengetahui bagaimana mempertahankan minat beli ulang konsumen dilihat dari sisi perceived quality of a service, perceived price, perceived value dan brand preference. Atas dasar ini diajukan model teoritis dengan 5 hipotesis untuk diuji dengan metode SEM. Sampel penelitian ini adalah 104 responden yang pernah memanfaatkan jasa penerbangan Mandala Airline untuk rute Semarang – Jakarta lebih dari satu kali. Hasil analisis SEM memenuhi kriteria goodness of fit index, dimana X2 (chisquare) = 129.725, significance probability = 0.134 ( 05 . 0 ≥ ), RMSEA = 0.038 ( 08 . 0 ≤ ), GFI = 0.879 ( 90 . 0 ≥ ), AGFI = 0.836 ( 90 . 0 ≥ ), TLI = 0.991 ( 95 . 0 ≥ ), CFI = 0.993 ( 95 . 0 ≥ ). Hasil penelitian ini menunjukkan bahwa minat beli ulang konsumen dapat dipertahankan melalui brand preference dan perceived value. Faktor yang mempengaruhi perceived value adalah perceived quality of a service dan perceived price.