HUBUNGAN ANTARA BRAND CHARACTERISTIC DAN COMPANY CHARACTERISTIC TERHADAP LOYALITAS PELANGGAN MASKAPAI PENERBANGAN LION AIR DI BANDAR UDARA INTERNASIONAL YOGYAKARTA

Perkembangan pesat teknologi dan kebutuhan mobilitas masyarakat
mendorong industri transportasi udara untuk terus berinovasi dan meningkatkan
pelayanan guna mempertahankan eksistensi dan loyalitas pelanggan. Sebagai salah
satu maskapai yang melayani penerbangan di Bandara Internasional Yogyakarta,
Lion Air tengah menghadapi tantangan dalam menjaga reputasi merek serta
mempertahankan kepercayaan dari para pelanggannya. Dengan demikian, tujuan
dari penelitian ini adalah untuk mengetahui hubungan antara brand characteristic
serta company characteristic terhadap tingkat loyalitas pelanggan.
Penelitian ini dijalankan dengan menerapkan pendekatan kuantitatif dan
mengadopsi metode deskriptif evaluatif. Pengumpulan data melalui penyebaran
kuesioner kepada 50 responden yang merupakan penumpang rute Yogyakarta–
Medan dan sebaliknya. Instrumen yang digunakan dirancang berdasarkan indikator
yang mewakili brand characteristic, company characteristic, dan loyalitas
pelanggan. Data dianalisis menggunakan skala Likert dan regresi linear berganda
untuk melihat hubungan antarvariabel
Hasil dari analisis regresi linear, ditemukan bahwa brand characteristic
ada hubungan secara signifikan terhadap loyalitas pelanggan, ditunjukkan oleh nilai
koefisien sebesar 0,514 dan tingkat signifikansi senilai 0,001 (di bawah 0,05). Di
samping itu, company juga menunjukkan hubungan yang signifikan terhadap
loyalitas pelanggan, dengan koefisien senilai 0,473 dan signifikansi sebesar 0,000
(kurang dari 0,05). Kedua variabel tersebut mampu menjelaskan loyalitas
pelanggan dengan koefisien determinasi (R²) sebesar 79%. Temuan ini
mengindikasikan bahwa peningkatan karakteristik merek dan perusahaan secara
berkelanjutan dapat memperkuat loyalitas pelanggan serta menciptakan hubungan
jangka panjang antara maskapai dan konsumennya.
Kata kunci: brand characteristic, company characteristic, loyalitas pelanggan,
maskapai Lion Air, transportasi udara
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The rapid advancement of technology and increasing public mobility
demands have driven the air transportation industry to continuously innovate and
improve its services in order to maintain its existence and customer loyalty. As one
of the airlines operating at Yogyakarta International Airport, Lion Air is currently
facing challenges in maintaining its brand reputation and sustaining customer
trust. For that reason, this research seeks to analyze the influence of brand
characteristics and company characteristics on the level of customer loyalty.
This research adopts a quantitative approach using a descriptive-evaluative
method. The data were collected throught the distribution questionnaires to 50
respondents who were passengers on the Yogyakarta–Medan route and the return
trip. The research instrument was designed based on indicators representing brand
characteristics, company characteristics, and customer loyalty. The data were
analyzed using a Likert scale approach and multiple linear regression to evaluate
the relationship and impact among the variables.
The findings from the linear regression analysis reveal that brand
characteristics have a statistically significant effect on customer loyalty, indicated
by a coefficient of 0.514 and a significance value of 0.001 (which is less than 0.05).
Furthermore, company characteristics also exhibit a meaningful relationship with
customer loyalty, supported by a coefficient of 0.473 and a significance level of
0.000 (below 0.05). These two variables collectively explain customer loyalty with
a coefficient of determination (R²) of 79%. These findings confirm that consistently
improving brand quality and company characteristics can strengthen long-term
relationships between the airline and its customers.
Keywords: brand characteristic, company characteristic, customer loyalty, Lion
Air, air transportation