ANALISIS PENGARUH PRESTISE MEREK, KUALITAS LAYANAN INTI DAN KUALITAS LAYANAN PERIPHERAL TERHADAP MINAT BELI ULANG PELANGGAN MASKAPAI GARUDA INDONESIA BANDARA AHMAD YANI SEMARANG

Abstract

The impact of the economic crisis in Indonesia is very influential on changes in consumer behavior in the decision to purchase a product. Above problems also occur in the airline business in Indonesia. Increasing competition in which the one with the other airlines strive together in maintaining and influencing consumers in making purchasing decisions tickets they offer. This study aims to analyze the factors necessary to maintain and enhancer your customers repurchase intention. The research problem is submitted to know how to maintain and increase the customers repurchase intention considered from the brand prestige, core quality service and peripheral service quality. On the basis of this proposed theoretical model with three hypotheses using multiple regression methods. The sample was 100 respondents that all passengers Garuda Indonesia Airline departure from Ahmad Yani Airport in Semarang who have used the services of Garuda Indonesia before.The results of multiple regression analysis meets the criteria of goodness of fit indices which Fhitung obtained at 64.564 > F table 2.699 and significance of 0.000 < 0.05. These results can be explained that the brand prestige, core service quality and peripheral service quality together as influential and significant for customers repurchase intention.