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
ABSTRAK
Penelitian ini bertujuan untuk menganalisis dan membuktikan 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.
Pengaruh on flight service quality terhadap attitude pada pengguna maskapai Lion Air
di Kota Samarinda, pengaruh price fairness terhadap attitude pada pengguna maskapai
Lion Air di Kota Samarinda, pengaruh corporate image terhadap attitude pada pengguna
maskapai Lion Air di Kota Samarinda, pengaruh corporate reputation terhadap attitude
pada pengguna maskapai Lion Air di Kota Samarinda, pengaruh on flight service quality
terhadap intention pada pengguna maskapai Lion Air di Kota Samarinda, pengaruh price
fairness terhadap intention pada pengguna maskapai Lion Air di Kota Samarinda,
pengaruh corporate image terhadap intention pada pengguna maskapai Lion Air di Kota
Samarinda, pengaruh corporate reputation terhadap intention pada pengguna maskapai
Lion Air di Kota Samarinda dan pengaruh attitude terhadap intention pada pengguna
maskapai Lion Air di Kota Samarinda. Penelitian ini menggunakan pendekatan
kuantitatif dengan menggunakan path analysis yang diolah dengan software IBM SPSS
Statistic 23 dan Structural Equation Model (SEM) dengan software IBM AMOS 23.
Penelitian ini menggunakan sampel sebanyak 138 orang yang diambil dari pengguna
maskapai Lion Air di Kota Samarinda. Skala pengukuran menggunakan skala Likert
dengan skor 1-5. Dalam penelitian ini juga dilakukan uji validitas dan uji reabilitas,
selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa on flight service quality
terhadap attitude berpengaruh signifikan; price fairness terhadap attitude berpengaruh
signifikan; corporate image terhadap attitude berpengaruh signifikan; corporate
reputation terhadap attitude berpengaruh tidak signifikan; on flight service quality
terhadap intention berpengaruh tidak signifikan; price fairness terhadap intention tidak
berpengaruh signifikan; corporate image terhadap intention berpengaruh signifikan;
corporate reputation terhadap intention tidak berpengaruh signifikan; attitude terhadap
intention berpengaruh signifikan.
Kata Kunci: On Flight Service Quality, Price Fairness, Corporate Image, Corporate
Reputation, Attitude, Intention, Lion Air