PENGARUH SIKAP RELATIF, KOMITMEN JANGKA PANJANG DAN PERSEPSI HARGA TERHADAP LOYALITAS KONSUMEN
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh sikap relatif, komitmen jangka panjang, dan persepsi harga terhadap loyalitas konsumen penumpang Air Penelitian ini termasuk penelitian asosiatif atau hubungan dengan menggunakan pendekatan kuantitatif. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif sikap relatif dan persepsi harga terhadap loyalitas konsumen penumpang Air Asia, dibuktikan dengan nilai signifikansi sebesar 0,000 lebih kecil dari 0,05 (0,000 < 0,05) dan tidak terdapat pengaruh positif komitmen jangka panjang terhadap loyalitas konsumen penumpang Air Asia, dibuktikan dengan nilai signifikansi sebesar 0,709 lebih besar dari 0,05 (0,709 > 0,05). Secara simultan, terdapat pengaruh positif sikap relatif, komitmen jangka panjang, dan persepsi harga terhadap loyalitas konsumen penumpang Air Asia, dibuktikan dengan nilai uji F sebesar 29,593 dengan signifikansi sebesar 0,00 lebih kecil dari 0,05 (0,000 < 0,05)
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