PENGARUH KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN PENERBANGAN DOMESTIK PT. LION AIR

ABSTRACT Jeffri Sitorus 8215099332. Pengaruh Kualitas Pelayanan dan Persepsi Harga terhadap Loyalitas Konsumen Penerbangan Domestik PT. LION AIR. Skripsi, Jakarta: Program Studi Manajemen, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta, Juli 2012. The purpose of this study to describe the perception of service quality and prices of consumer loyalty in the PT Lion Air, measuring the impact of service quality on customer loyalty and measure the effect of price perceptions on customer loyalty. Besides, this research was to quantify the relationship between service quality and price perceptions of customer loyalty on Lion Air. This research uses descriptive and causal designs. Sample of this research is the Lion of service users and over 120 respondents. Service activities are implemented by Lion Air one of them is the quality of care by improving the reliability, responsiveness, assurance, care, and physical services. As for the perception of the price of Lion Air, Lion Air based pricing and pricing with the ease of payment. The results of this research hypothesis testing via t test showed that the influence of the variable quality of service to customer loyalty, the influence of price perceptions on customer loyalty, while the F test showed that the perception of service quality and price simultaneously affect consumer loyalty. Of this study demonstrate Service Quality (X1) and price (X2) is jointly influence consumer loyalty (Y). Quality Service and Customer Loyalty Price explained by 43.7%, while the remaining 52.3% influenced by other variables not included in this research model. Key words: quality of service, price perceptions, customer loyalt