PENGARUH KUALITAS LAYANAN TERHADAP NIAT BERPERILAKU KONSUMEN MASKAPAI BATIK AIR DI SURABAYA

Abstrak - Penelitian ini bertujuan untuk: Membuktikan dan menganalisis pengaruh kualitas layanan terhadap citra, nilai, kepuasan, dan niat berperilaku konsumen. Penelitian menggunakan pendekatan kuantitatif dengan menggunakan tipe penelitian causal research. Sumber data yang digunakan adalah sumber primer dan sumber data sekunder. Jumlah populasi dalam penelitian ini adalah sebanyak 7,5 juta penumpang, sementara sampel yang diambil adalah 127 orang. Teknik analisis data menggunakan AMOS.Hasil penelitian menunjukkan bahwa: Service quality Batik Air memiliki pengaruh positif pada perceived image; Service quality Batik Air memiliki pengaruh positif pada perceived value; Service quality Batik Air memiliki pengaruh positif terhadap customer satisfaction; Perceived image konsumen Batik Air mempunyai pengaruh positif terhadap perceived value; Perceived image konsumen Batik Air tidak mempunyai pengaruh terhadap customer satisfaction; Perceived image konsumen Batik Air tidak mempunyai pengaruh terhadap behavior intention; Perceived value konsumen Batik Air memiliki pengaruh positif terhadap customer satisfaction; Perceived value tidak memiliki pengaruh positif terhadap behavior intention konsumen Batik Air; Customer satisfaction memiliki pengaruh positif terhadap behavior intention konsumen Batik Air. Kata Kunci: kualitas layanan, citra, nilai, kepuasan, dan niat berperilaku Abstract - This study aims to: prove and analyze the effect of service quality on the perceived image,value, satisfaction, and behavior intention of Batik Air airline passanger. Research uses a quantitative approach using causal research type of research. Data sources used are primary sources and secondary data sources. The population in this study was 7.5 million passengers, while the sample taken was 127 people. Data analysis techniques using AMOS.The results showed that: Quality service of Batik Air had a positive influence on perceived image; Quality service of Batik Air has a positive influence on perceived value; Quality service of Batik Air has a positive influence on customer satisfaction; Perceived image of Batik Air consumers has a positive influence on perceived value; Perceived image of Batik Air consumers does not have an influence on customer satisfaction; Perceived image of Batik Air consumers does not have an influence on the intention behavior; Perceived value of Batik Air consumers has a positive influence on customer satisfaction; Perceived value does not have a positive influence on Batik Air's consumer intention behavior; Customer satisfaction has a positive influence on the consumer intention of BatikAirconsumers. Keywords: service quality, image, value, satisfaction, and intention to behav