ANALISIS PENGARUH KUALITAS LAYANAN DAN BRAND TRUST TERHADAP KEPUASAN PELANGGAN MASKAPAI PENERBANGAN AIR ASIA RUTE LUAR NEGERI DI PEKANBARU

Abstract

The Study aims to determine the effect of of service quality and brand trust on customer satisfaction Asian Air Airlines for overseas routes in Pekanbaru. The population in this study include customer satisfaction Asian Air Airlines for overseas routes in Pekanbaru, totaling 105 people. The sample was determined by using purposive sampling method. In this study the sample studied used a questionnaire as an instrument to prove the results of the study, for testing the hypothesis in the study using multiple linear regression and Analisis IPA (Importance Performance Analysis) with the help of the SPSS program. The results show that: 1) there is a significant effect on service quality and brand trust on customer satisfaction Asian Air Airlines for overseas routes in Pekanbaru because the value of Fhitung> Ftabel with a significance value of <0.05, 2) there is a significant effect on service quality on customer satisfaction Asian Air Airlines for overseas routes in Pekanbaru because the value of thitung>ttabel with a significance value of <0.05, 3) there is a significant effect brand trust on customer satisfaction Asian Air Airlines for overseas routes in Pekanbaru because because the value of thitung>ttabel with a significance value of <0.05, 4) Customer Satisfaction Level of Service Quality on Air Asia Airline Overseas Routes in Pekanbaru is 98.60% with a higher level of consumer expectations than performance levels.

Keywords: Service Quality, Brand Trust, Costumer Satisfaction, Analisis IPA (Importance Performance Analysis).