ERISTYANA TRIWI LESTARI (2015) STUDI ANALISIS LOYALITAS KONSUMEN GARUDA INDONESIA KEBERANGKATAN JAKARTA TERHADAP BRAND GARUDA INDONESIA. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Fokus penelitian ini adalah mengenai analisis loyalitas konsumen Garuda Indonesia keberangkatan Jakarta terhadap brand Garuda Indonesia. Penelitian ini mendeskripsikan posisi konsumen Garuda Indonesia di Jakarta, kaitannya dengan tingkatan loyalitas konsumen berdasarkan hierarki Aaker. Penelitian ini menarik untuk diteliti karena adanya persaingan jasa transportasi udara yang ada di Indonesia. Maka penelitian ini akan memiliki fokus pada tingkatan loyalitas konsumen Garuda Indonesia di Jakarta terhadap brand Garuda Indonesia. Kerangka teori penelitian ini menggunakan teori merek dan loyalitas merek, perilaku konsumen jasa dan proses pengambilan keputusan. Penelitian ini menggunakan pendekatan kuantitatif, dengan tipe penelitian deskriptif. Metode survei dilakukan kepada 100 responden. Hasil penelitian menunjukkan bahwa posisi loyalitas konsumen Garuda Indonesia di Jakarta ada pada tingkatan satisfied buyer. Hal ini tidak sesuai dengan hierarki Aaker, bahwa konsumen yang loyal terhadap brand yang kuat seharusnya di tingkatan commited buyer. Ketidaksesuaian hasil penelitian dengan teori sebelumnya, bisa dikarenakan beberapa faktor, yaitu banyaknya pilihan dalam menggunakan jasa transportasi udara, banyaknya promo atau diskon yang ditawarkan oleh jasa transportasi udara lain. Translation: The focus of this research is the analysis of consumer loyalty departure Garuda Indonesia Garuda Indonesia Jakarta to the brand. This study describes the position of consumers Garuda Indonesia in Jakarta, to do with the level of customer loyalty based hierarchy Aaker. This research is interesting to study because of the competition of air transport services in Indonesia. This research will have to focus on the level of consumer loyalty Garuda Indonesia in Jakarta on Garuda Indonesia brand. The theoretical framework of this study using the theory of brand and brand loyalty, consumer behavior and decision-making process services. This study uses a quantitative approach, with descriptive research type. Method survey was conducted to 100 respondents. The results showed that the position of consumer loyalty Garuda Indonesia in Jakarta is on the level of satisfied buyer. This is not in accordance with the hierarchy Aaker, that consumers are loyal to the strong brand should at levels committed buyer. Incompatibility research results with previous theory, could be due to several factors, namely the number of choices in the use of air transport services, the number of promos or discounts offered by other air transport services.

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