Pengaruh Kualitas Pelayanan Customer Service Dan Brand Image Terhadap Kepuasan Pelanggan Bandar Udara Tjilik Riwut Palangka Raya

Authors

  • Agus Winata Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta

DOI:

https://doi.org/10.31316/jk.v6i1.2774

Abstract

Abstrak

Seiring zaman perusahaan jasa akan bersaing demi memiliki keungulan yang perusahaan lain. Salah satu hal yang dapat dilakukan dengan memberikan pelanggan kualitas pelayanan dan citra yang terbaik, hingga nantinya akan berdampak terhadap kepuasan pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas pelayanan customer service dan brand image terhadap kepuasan pelanggan Bandar Udara Tjilik Riwut Palangka Raya. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data berupa kuesioner. Metode pengambilan sampel dengan menggunakan teknik non probability sampling dengan pendekatan purposive sampling terhadap 100 responden yang adalah pelanggan yang telah menggunakan jasa layanan Bandar Udara Tjilik Riwut Palangka Raya. Teknik analisis data menggunakan analisis regresi linier berganda yang diolah menggunaka software SPSS versi 22. Hasil penelitian ini membuktikan bahwa kualitas pelayanan dan brand image secara bersamaan mempengaruhi kepuasan pelanggan sebesar 69,9%  dan sisanya sebesar 30,1% dipengaruhi oleh variabel-variabel lain yang tidak diteliti dalam penelitian ini.

Kata Kunci: Kualitas Pelayanan, Customer Service, Brand Image, Kepuasan Pelanggan

 

Abstract

Over time, service companies will compete to have an advantage over other companies. One of the things that can be done is to provide customers with the best quality of service and image, so that later it will have an impact on customer satisfaction. The purpose of this study was to determine the effect of customer service quality and brand image on customer satisfaction at Tjilik Riwut Airport, Palangka Raya. This researchy uses a quantitative method with data collection techniques in the form of a questionnaire. The sampling method used a non-probability sampling technique with a purposive sampling approach to 100 respondents who were customers who had used the services of Tjilik Riwut Airport, Palangka Raya. The data analysis technique used multiple linear regression analysis which was processed using SPSS version 22 software. The results of this research prove that service quality and brand image simultaneously have a significant influence on  customer satisfaction by 69.9% and the remaining 30.1% is influenced by other variables not examined in this research.

Keywords: Service Quality, Customer Service, Brand Image, Customer Satisfaction

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Undang-undang Nomor 1 Tahun 2009 Tentang Penerbangan

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Published

2022-06-11

Issue

Vol. 6 No. 1 (2022): June 2022

Section

Articles

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