Pengaruh Brand Image terhadap Passanger Loyalty dan Perceived Value sebagai Variable Mediasi
DOI:
https://doi.org/10.31004/jptam.v7i2.7866Keywords:
Brand Image, Perceived Value, Passanger LoyaltyAbstract
Indonesia, dengan 17.508 pulau, sangat mengandalkan transportasi udara untuk menghubungkan daerah terpencil dan menjalin hubungan dengan negara lain. Perjalanan udara tidak hanya lebih cepat dan nyaman, tetapi juga memainkan peran penting dalam mendorong pertumbuhan ekonomi dengan memfasilitasi kegiatan bisnis yang efisien dan merangsang perkembangan industri. Desain penelitian yang digunakan dalam studi ini adalah pengujian hipotesis, yang mengeksplorasi hubungan antara variabel dalam situasi tertentu. Studi ini mengungkapkan bahwa citra merek tidak secara langsung mempengaruhi loyalitas penumpang tetapi memiliki dampak positif pada nilai persepsi. Nilai persepsi, pada gilirannya, memengaruhi loyalitas penumpang. Penting untuk dicatat bahwa konsumen tidak memilih maskapai penerbangan hanya berdasarkan citra merek, dan citra merek yang kuat tidak selalu efektif mencapai konsumen. Citra merek yang positif mencerminkan kualitas dan reputasi baik maskapai penerbangan, sehingga konsumen mengaitkannya dengan kualitas tinggi. Nilai persepsi ditentukan oleh penilaian konsumen terhadap manfaat yang diterima dibandingkan dengan harga yang dibayarkan. Citra merek yang kuat dan positif menciptakan harapan positif bagi konsumen, yang kemudian mengharapkan nilai tinggi dari maskapai penerbangan tersebut.
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