PENGARUH ON FLIGHT SERVICE QUALITY, PRICE FAIRNESS DAN CORPORATE IMAGE SERTA CORPORATE REPUTATION TERHADAP INTENTION MELALUI ATTITUDE PADA PENGGUNA MASKAPAI LION AIR DI KOTA SAMARINDA --

ABSTRACT
This study aims to analyze and prove the effect of on flight service quality, price
fairness and corporate image and corporate reputation on intention through attitude on
Lion Air airline users in Samarinda City. Effect of on-flight service quality on attitude of
Lion Air airline users in Samarinda City, effect of price fairness on attitude of Lion Air
airline users in Samarinda City, influence of corporate image on attitude of Lion Air airline
users in Samarinda City, influence of corporate reputation on attitude in Lion Air airline
users in Samarinda City, effect of on flight service quality on intention of Lion Air airline
users in Samarinda City, effect of price fairness on intention of Lion Air airline users in
Samarinda City, influence of corporate image on intention of Lion Air airline users in
Kota Samarinda, the effect of corporate reputation on the intention of Lion Air airline
users in Samarinda City and the effect of attitude towards intention on Lion Air airline
users in Samarinda City. This study uses a quantitative approach using path analysis
processed with IBM SPSS Statistics 23 software and Structural Equation Model (SEM)
with IBM AMOS 23 software. This study used a sample of 138 people taken from Lion
Air airline users in Samarinda City. The measurement scale uses a Likert scale with a
score of 1-5. In this study validity and reliability tests were also carried out, then
estimation tests and structural model fit tests were carried out.
Based on the structural model, it can be proven that on flight service quality has
a significant effect on attitude; price fairness has a significant effect on attitude;
corporate image has a significant effect on attitude; corporate reputation has no
significant effect on attitude; on flight service quality has no significant effect on intention;
price fairness has no significant effect on intention; corporate image has a significant
effect on intention; corporate reputation on intention has no significant effect; attitude
towards intention has a significant effect.
Keywords: On Flight Service Quality, Price Fairness, Corporate Image, Corporate
Reputation, Attitude, Intention, Lion Air