MONA LORREN FARHAN, LORREN (2021) PENGARUH BRAND IMAGE DAN KREDIBILITAS PERUSAHAAN TERHADAP KEPUASAN KONSUMEN MELALUI INTENSI PEMBELIAN TIKET GARUDA INDONESIA DI MASA PANDEMI COVID-19. Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh langsung dan tidak langsung antara brand image dan kredibilitas perusahaan terhadap kepuasan konsumen melalui intensi pembelian tiket Garuda Indonesia di masa pandemi Covid-19. Penelitian ini menggunakan strategi penelitian asosiatif pendekatan kuantitatif, yang diukur dengan menggunakan metode outer model, inner model uji validitas, uji reliabilitas, koefisien determinasi, prediksi penilaian prediksi, dan penilaian goodness of fit, dengan SmartPLS ver. 3.0. Populasi penelitian ini adalah seluruh masyarakat Indonesia yang menggunakan jasa Garuda Indonesia selama masa pandemi Covid-19. Pengambilan sampel dilakukan secara non-probability dengan teknik purposive sampling dengan 120 responden. Teknik pengumpulan data menggunakan kuesioner dan studi kepustakaan. Pengujian hipotesis dengan menggunakan uji t. Hasil penelitian membuktikan brand image memiliki pengaruh terhadap intensi pembelian, dan memiliki pengaruh signifikan terhadap kepuasan konsumen. Kredibilitas perusahaan memiliki pengaruh signifikan terhadap kepuasan konsumen serta intensi pembelian. Kepuasan konsumen memiliki pengaruh signifikan terhadap intensi pembelian. Intensi pembelian mampu memediasi pengaruh brand image terhadap kepuasan konsumen, begitu pula intensi pembelian mampu memdiasi pengaruh kredibilitas perusahaan terhadap kepuasan konsumen. This study aims to determine how much direct and indirect influence between brand image and company credibility on consumer satisfaction through the intention to purchase Garuda Indonesia tickets during the Covid-19 pandemic. This study uses a quantitative approach associative research strategy, which is measured using the outer model method, inner model validity test, reliability test, coefficient of determination, predictive assessment prediction, and goodness of fit assessment, with SmartPLS ver. 3.0. The population of this study is all Indonesian people who use the services of Garuda Indonesia during the Covid-19 pandemic. Sampling was done non-probability with purposive sampling technique with 120 respondents. Data collection techniques using questionnaires and literature study. Hypothesis testing using t test. The results of the study prove that brand image has an influence on purchase intention, and has a significant influence on consumer satisfaction. The credibility of the company has a significant influence on consumer satisfaction and purchase intention. Consumer satisfaction has a significant influence on purchase intention. Purchase intentions are able to mediate the influence of brand image on consumer satisfaction, as well as purchase intentions are able to mediate the influence of company credibility on consumer satisfaction.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | MONA LORREN FARHAN | ||||||||
| Date Deposited: | 10 Dec 2021 06:31 | ||||||||
| Last Modified: | 10 Dec 2021 06:31 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6148 |
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