Pengaruh Promosi Maskapai Citilink Terhadap Minat Beli Penumpang di Bandar Udara Internasional Supadio Pontianak

Authors

  • Muhammad Ridho Azmi Ardi Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
  • Awan Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta

DOI:

https://doi.org/10.31316/jk.v6i3.4090

Abstract

Abstrak

Promosi merupakan strategi perusahaan untuk memasarkan produknya dengan tujuan menarik minat konsumen dalam menggunakan produk atau jasa yang ditawarkan, dalam melakukan kegiatan promosi perusahaan penerbangan terutama maskapai Citilink menempatkan target dalam kegiatan promosinya baik dari terget penjualan dari ajang promosi, sedangkan konsumen adalah target bagi perusahaan maskapai yang mana konsumen dapat menjadi penentu berhasil atau gagalnya sebuah sistem pemasaran yang telah digunakan perusahaan dalam memasarkan produknya. Penelitian ini memiliki tujuan untuk mengetahui: 1) Mengetahui pengaruh promosi maskapai Citilink terhadap minat beli penumpang di Bandar Udara Internasional Supadio Pontianak. 2) Mengetahui seberapa pengaruh promosi maskapai Citilink terhadap minat beli penumpang di Bandar Udara Internasional Supadio Pontianak. Penelitian ini dilakukan penyebaran kuesioner secara online dan menggunakan metode kuantitatif dengan Analisis Deskriptif, Uji Regresi Linear Sederhana, Uji t dan Koefisien Determinasi (R2). Diketahui dari hasil penelitian bahwa pengaruh promosi maskapai Citilink berpengaruh terhadap minat beli penumpang di Bandar Udara Supadio Pontianak. Berdasarkan analisis Uji Uji Regresi Linear Sederhana diketahui bahwa nilai konstanta sebesar 12,703 yaitu variabel minat beli penumpang dengan hasil koefisien regresi variabel promosi maskapai sebesar 0,52. Uji t sebesar 5,569>2,024 (ttabel) dengan nilai signifikansi diperoleh sebesar 0,000 < 0,05. Berdasarkan hasil pengujian menunjukan arah yang positif dan signifikan. Variabel promosi maskapai mempengaruhi minat beli penumpang sebesar 44% dan sisanya 56% dipengaruhi faktor lain.

Kata Kunci: Promosi Maskapai, Minat Beli Penumpang, Bandar Udara Supadio Pontianak.

 

Abstract

Promotion is a company strategy to market the products with aim of attracting consumers to use the products or services offered, in carrying out promotional activities for airlines, especially Citilink airlines, the place targets in their promotional activities, both from sales targets from promotional events, while consumers are targets for airline companies where consumers can be determinant of the success or failure of marketing system that has been used by the company in marketing they products. This research has aim of knowing: 1) Knowing the effect of Citilink airline promotions on the buying interest of passengers at Pontianak Supadio International Airport. 2) Knowing how much influence Citilink airline promotions have on passenger buying interest at Supadio Pontianak International Airport. This research was conducted by distributing online questionnaires and using quantitative methods with descriptive analysis, simple linear regression test, t-test and the coefficient of determination (R2). knowing from the results of the study that the influence of Citilink airline promotions affects the buying interest of passengers at Pontianak Supadio Airport. Based on the analysis of the Simple Linear Regression Test, it is known that the constant value is 12.703, namely the passenger buying interest variable with the result of airline promotion variable regression coefficient of 0.52. The t-test is 5.569>2.024 (t table) with a significance value of 0.000 <0.05. Based on the test results showed a positive and significant direction. The airline promotion variable affects the purchase intention of passengers by 44% and the remaining 56% is influenced by other factors.

Keywords: Airline Promotion, Passenger Purchase Interest, Pontianak Supadio Airport

References

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Published

2022-10-13

Issue

Vol. 6 No. 3 (2022): October 2022

Section

Articles

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Copyright (c) 2022 Muhammad Ridho Azmi Ardi, Awan

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