CITRA PERUSAHAAN, PENGGUNA DAN PRODUK TERHADAP LOYALITAS KONSUMEN PADA PERUSAHAAN PENERBANGAN
DOI:
https://doi.org/10.54324/j.mbtl.v3i3.877Keywords:
consumers’ loyalty, corporate image, user image, product image.Abstract
This research is done to find out the direct and indirect influences of corporate image, user image, and aviation product image towards consumers’ loyalty. The samples used were gathered from 100 respondents coming from Facebook accounts that are linked to official aviations services accounts. The result shows that the corporate image, user image and aviation product image influences towards consumers’ loyalty scale is 61.3% and has a significant effect. The scale is the result of the Trimming mode path analysis by eliminating one exogenous variable which has no significant effect; that is the corporate image. From the two variables which have significant effect to consumers’ loyalty, the product’s image has the biggest effect with 39.1% percentage.References
Aaker, D. (1996). Building strong brands. New York: The Free Press.
Cordero-Gutiérrez, R., & Santos-Requejo, L. (2016). Intention to participate in online commercial experiments by social network’s users: Differences in gender and age. Management Research Review, 39(4), 378–398. https://doi.org/10.1108/MRR-06-2014-0128
Das, R. & Turkoglu, I. (2009). Creating meaningful data from web logs for improving the impressiveness of a website by using path analysis method. Expert Systems with Applications, 36. 6635-6644.
Davcik, N. S., Vinhas da Silva, R., & Hair, J. F. (2015). Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3–17. https://doi.org/10.1108/JPBM-06-2014-0639
Fan, Q., Lee, J. Y., & Kim, J. I. (2013). The impact of web site quality on flow‐related online shopping behaviors in C2C e‐marketplaces: A cross‐national study. Managing Service Quality, 23(5), 364–387. https://doi.org/10.1108/MSQ-11-2012-0150
Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2017). Personality factors as predictors of online consumer engagement: an empirical investigation. Marketing Intelligence & Planning, 35(4), MIP-10-2016-0193. https://doi.org/10.1108/MIP-10-2016-0193
Lisa, L., & Turunen, M. (2015). Journal of Product & Brand Management.
Su, J., & Tong, X. (2015). Brand Management Brand personality and brand equity: evidence from the sportswear industry. Journal of Product & Brand Management 24(4), 124–133. https://doi.org/10.1108/JPBM-01-2014-0482
Tamimi, N., & Sebastianelli, R. (2016). How e-tailing attributes affect perceived quality. The TQM Journal, 28(4), 547–560. https://doi.org/10.1108/TQM-04-2015-0048
Teas, R.K., Wacker, J.G., & Hughes, R.E. (1979). A Path Analysis of Causes and Consequences of Salespeople's Perceptions of Role Clarity. Journal of Marketing Research, 16(3). 355-369.
