ANALYSIS OF THE IMPACT OF SERVICE QUALITY ON LION AIR CUSTOMERS REPURCHASE INTENTION Zahfirah Nashshar, Heny Hendrayati, Ratih Hurriyati
Universitas Pendidikan Indonesia
Abstract
The purchase of tickets on Lion Air has decreased due to the lack of service quality provided by the airline. The aim of this research is to determine the influence of service quality on repurchase intention. The method used is descriptive and verificative, with the unit of analysis being Lion Air passengers. The population consists of Lion Air customers, with a sample size of 50 respondents. Convenience sampling was used to collect the sample, and the statistical analysis employed was Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results of the study indicate a significant influence of service quality on repurchase intention. Therefore, in order to enhance the repurchase intention of Lion Air, it is necessary to improve the service quality provided to customers.
Keywords: Repurchase intention, Service quality, Customers, Lion Air, Tickets
Topic: Marketing Management, Relationship Marketing, Service Marketing
