Sky-High Expectations in Low-Cost Aviation: Investigating Lion Air Passenger Loyalty During Peak Travel Seasons in DKI Jakarta
DOI:
https://doi.org/10.36636/dialektika.v11i2.9594Kata Kunci:
Kualitas Pelayanan, Keadilan Harga, Kepuasan Pelanggan, Loyalitas Pelanggan, Lion Air Selama Musim PuncakAbstrak
Penelitian kuantitatif ini menguji pengaruh kualitas layanan dan persepsi keadilan harga terhadap loyalitas penumpang Lion Air pada periode perjalanan puncak (peak season), dengan kepuasan pelanggan sebagai variabel intervening. Data dari 140 responden (purposive sampling) dianalisis menggunakan Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa kualitas layanan dan persepsi keadilan harga berpengaruh positif dan signifikan terhadap kepuasan serta loyalitas pelanggan. Selain itu, kepuasan pelanggan terbukti berpengaruh positif terhadap loyalitas dan mampu memediasi secara parsial hubungan kedua variabel independen tersebut terhadap loyalitas. Temuan ini menegaskan pentingnya konsistensi kualitas layanan dan kebijakan harga yang adil untuk meningkatkan kepuasan serta membangun loyalitas jangka panjang, khususnya pada musim puncak.
Referensi
Abigail, J., Sari, V. P., & Saputra, D. (2024). The Influence of Product Quality and Online Shopping Experience (OSE) on Consumer Loyalty Through Customer Satisfaction on Local Skincare Products. Procedia Computer Science, 234, 537–544. https://doi.org/10.1016/j.procs.2024.03.037 DOI: https://doi.org/10.1016/j.procs.2024.03.037
Agarwal, R., & Dhingra, S. (2023). Factors influencing cloud service quality and their relationship with customer satisfaction and loyalty. Heliyon, 9, e15177. https://doi.org/10.1016/j.heliyon.2023.e15177 DOI: https://doi.org/10.1016/j.heliyon.2023.e15177
Al-slehat, Z. A. F. (2021). Determining the Effect of Banking Service Quality on Customer Loyalty Using Customer Satisfaction as a Mediating Variable: An Applied Study on the Jordanian Commercial Banking Sector. International Business Research, 14(4), 58–70. https://doi.org/10.5539/ibr.v14n4p58 DOI: https://doi.org/10.5539/ibr.v14n4p58
Amiruddin, K., Paly, M. B., & Abdullah, M. W. (2023). Customer Loyalty Islamic Banks in Indonesia: Service Quality Which Mediated By Satisfaction and Customer Trust. International Journal of Professional Business Review, 8(4), 1–23. https://doi.org/10.26668/businessreview/2023.v8i4.1286 DOI: https://doi.org/10.26668/businessreview/2023.v8i4.1286
Ansah, E. S. (2021). Customer Perception of Service Quality, Price Fairness and Brand-image of Telecommunication Service Providers in Ghana and Its Impact on Customer Satisfaction and Loyalty. Journal of Marketing and Consumer Research, 75, 12–21. https://doi.org/10.7176/jmcr/75-02 DOI: https://doi.org/10.7176/JMCR/75-02
Arnas, R. L., & Wiyadi, W. (2024). Pengaruh Kualitas Pelayanan Dan Persepsi Harga Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening. Jurnal Lentera Bisnis, 13(1), 235–253. https://doi.org/10.34127/jrlab.v13i1.1035 DOI: https://doi.org/10.34127/jrlab.v13i1.1035
Atmaja, G. K. K., & Yasa, N. N. K. (2020). The Role of Customer Satisfaction in Mediating the Influence of Price Fairness and Service Quality on the Loyalty of Low Cost Carriers Customers in Indonesia. International Reserch Journal of Management, IT & Social Sciences, 7, 149–159. https://doi.org/10.62951/ijecm.v2i1.350 DOI: https://doi.org/10.62951/ijecm.v2i1.350
Bitrián, P., Buil, I., Catalán, S., & Hatfield, S. (2023). The use of gamification strategies to enhance employees’ attitudes towards e-training systems. International Journal of Management Education, 21(3), 1–11. https://doi.org/10.1016/j.ijme.2023.100892 DOI: https://doi.org/10.1016/j.ijme.2023.100892
BPS. (2024). Jumlah Angkatan Udara Domestik Juli 2024.
Chairuddin, I., Arief, M., Usman, B., Kurniawati, K., & Arafah, W. (2022). The Role of Antecedents Brand Equity on Customer Loyalty in Freight Forwarding Service Companies (Courier). Journal of Economics, Finance and Management Studies, 05(12), 3981–3989. https://doi.org/10.47191/jefms/v5-i12-59 DOI: https://doi.org/10.47191/jefms/v5-i12-59
Chituru, G. O., & C. Elvis, I. (2022). Price Fairness and Customer Loyalty of Food and Beverage Industry in Port Harcourt. Nigerian Journal Of Management Sciences, 23(2), 257–265.
Christanto, Y. M., & Santoso, S. (2022). The influence of service quality, corporate image, and customer satisfaction on customer loyalty in banking sector in Yogyakarta. International Journal Of Reserarch Business And Social Science, 11(7), 9–16. DOI: https://doi.org/10.20525/ijrbs.v11i7.2025
Dewi, Hajadi, F., Handranata, Y. W., & Herlina, M. G. (2021). The effect of service quality and customer satisfaction toward customer loyalty in service industry. Uncertain Supply Chain Management, 9, 631–636. https://doi.org/10.5267/j.uscm.2021.5.007 DOI: https://doi.org/10.5267/j.uscm.2021.5.007
Fatima, T., Malik, S. A., & Shabbir, A. (2018). Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in context of private healthcare systems. International Journal of Quality and Reliability Management, 35(6), 1195–1214. https://doi.org/10.1108/IJQRM-02-2017-0031 DOI: https://doi.org/10.1108/IJQRM-02-2017-0031
Gazi, M. A. I., Mamun, A. Al, Masud, A. Al, Senathirajah, A. R. bin S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10, 100227. https://doi.org/10.1016/j.joitmc.2024.100227 DOI: https://doi.org/10.1016/j.joitmc.2024.100227
Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 4.0 (1st ed.). Yoga Pratama.
González-Viralta, D., Veas-González, I., Egaña-Bruna, F., Vidal-Silva, C., Delgado-Bello, C., & Pezoa-Fuentes, C. (2023). Positive effects of green practices on the consumers’ satisfaction, loyalty, word-of-mouth, and willingness to pay. Heliyon, 9, 1–12. https://doi.org/10.1016/j.heliyon.2023.e20353 DOI: https://doi.org/10.1016/j.heliyon.2023.e20353
Hameed, I., Chatterjee, R. S., Zainab, B., Tzhe, A. X., Yee, L. S., & Khan, K. (2024). Navigating loyalty and trust in the skies: The mediating role of customer satisfaction and image for sustainable airlines. Sustainable Futures, 8, 100299. https://doi.org/10.1016/j.sftr.2024.100299 DOI: https://doi.org/10.1016/j.sftr.2024.100299
Hapsari, T. D., & Irawan, H. (2023). Pengaruh Perceived Service Quality Dan Perceived Price Fairness Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Grab Car. Edunomika, 7(2), 2023.
Harjadi, D., & Arraniri, I. (2021). Experiental Marketing & Kualitas Produk dalam Kepuasan.
Hermanto. (2019). Faktor Pelayanan, Kepuasan, dan Loyalitas Pelanggan. In CV. Jakad Publishing Surabaya.
Hutagalung, C. D. H., & Hutabarat, Z. (2024). The influence of service quality, store atmosphere, pricefairness and customer satisfaction on consumer loyalty at Sallo Coffee in Jakarta. Enrichment: Journal of Management, 13(6), 3724–3732.
Indrasari, M. (2019). Pemasaran & Kepuasan Pelanggan. Unitomo Press.
Islami, S., Usmani, M., & Junaidi, D. (2023). Service Quality Influence on Customer Satisfaction and Brand Loyalty: An Empirical Study on Pakistan Airline Industry. KASBIT Business Journal, 16(1), 128–152.
Jr., J. F. H., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.
Junaedi, A. T., Wijaya, E., Santoso, P. H., & Chandra, S. (2022). Improving Customer Loyalty Wardah Brand Through Brand Image and Price Fairness: Customer Satisfaction As an Intervening Variable. Journal of Applied Management, 20(2), 379–387. https://doi.org/10.21776/ub.jam.2022.020.02.14 DOI: https://doi.org/10.21776/ub.jam.2022.020.02.14
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://doi.org/10.1080/08911760903022556 DOI: https://doi.org/10.1080/08911760903022556
Kurniawati, N. P. (2020). Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan Jasa Penerbangan Lion Air di Bandar Udara Juanda Surabaya. Seminar Nasional Inovasi Teknologi Penerbangan, 1–7.
Martono, & Keni. (2023). Martono,2023. Pengaruh Kualitas Layanan, Store Atmosphere, Dan Price Fairness Terhadap Kepuasan Pelanggan Pada Toko Keramik Dan Bangunan Tanjungpinang, 7(5), 1072–1084. DOI: https://doi.org/10.24912/jmbk.v7i5.26507
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Reseacrh, XVII, 460–470. DOI: https://doi.org/10.2307/3150499
Omoregie, O. K., Addae, J. A., Coffie, S., Ampong, G. O. A., & Ofori, K. S. (2020). Factors Influencing Consumer Loyalty: Evidence from the Ghanaian Retail Banking Industry. Internasional Journal of Bank Marketing, 37(3), 798–820. DOI: https://doi.org/10.1108/IJBM-04-2018-0099
Opata, C. N., Xio, W., Nusenu, A. A., Tetteh, S., & Boadi, E. A. (2021). The imppact of value co-reaction on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 32(11–12), 1167–1181. DOI: https://doi.org/10.1080/14783363.2019.1684189
Pahrudin, C., Anggiani, S., Kristaung, R., Jasfar, F., & Arafah, W. (2023). The Effect of Service Quality, Price Fairness and Corporate Image to Customer Retention Mediated by Customer Satisfaction on LowCost Carrier Airlines. Journal of Economics, Finance and Management Studies, 06(01), 77–84. https://doi.org/10.47191/jefms/v6-i1-09 DOI: https://doi.org/10.47191/jefms/v6-i1-09
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing: Spring, 64(1), 12–40.
Perwira, A. A. G. A. N., & Setiawan, P. Y. (2021). The Role of Customer Satisfaction Mediating The Influence of Store Atmosphere and Service Quality on Customer Loyalty in Warung Kopi Umah Lokal. American Journal of Humanities and Social Sciences Research (AJHSSRR), 5(6), 398–402.
Pinaraswati, S. O., Farida, I., Susilowati, S., & Suprihati, S. (2024). the Influence of Service Convenience and Price Fairness on Customer Loyalty: Mediating Effect of Customer Satisfaction. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(2), 537–550. https://doi.org/10.29040/ijebar.v8i2.14097 DOI: https://doi.org/10.29040/ijebar.v8i2.14097
Prasetyo, Y. T., Belmonte, Z. J. A., Esberto, E. M., Cahigas, M. M. L., Nadlifatin, R., & Gumasing, M. J. J. (2025). Cognitive perceptions and behavioral loyalty in telecommunication services: Integrating SERVQUAL and CSI in the Philippine context. Acta Psychologica, 259, 105298. https://doi.org/10.1016/j.actpsy.2025.105298 DOI: https://doi.org/10.1016/j.actpsy.2025.105298
Prum, S., Long, S., & Long, B. (2024). Effects of Service Quality, Hotel Technology, and Price Fairness on. UTSAHA: Journal of Entrepreneurship, 3(1), 13–39.
Rifa’i, K. (2023). Kepuasan Konsumen. In Hamdi (Ed.), UIN KHAS Press (Issue 1). UIN KHAS Press. DOI: https://doi.org/10.35719/ukp.24
Sani, I., Karnawati, T. A., & Ruspitasari, W. D. (2024). The Impact of Service Quality on Custumer Loyalty Through Customer Satisfaction of PT Multicom Persada International Jakarta Indra. Dinasti International Journal Of Management Science (DIJMS), 5(3), 475–485.
Schiebler, T., Lee, N., & Brodbeck, F. C. (2024). Expectancy‑disconfirmation and consumer satisfaction: A meta‑analysis. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-024-01078-x DOI: https://doi.org/10.1007/s11747-024-01078-x
Shukla, A., Mishra, A.& Dwivedi, Y. . (2025). Expectation confirmation theory - IS Theory. IS Theories, 62(4), 1980.
Sochenda, S. (2022). the Satisfaction of Customer and the Modeling of Loyalty in the Industry of Fast-Food. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 877–900. https://doi.org/10.29040/ijebar.v6i2.5369 DOI: https://doi.org/10.29040/ijebar.v6i2.5369
Soraya, R., Mahadika, D. W., Tamara, D., & Sanjaya, G. R. (2023). Service Quality Acceptance On Low Cost Carrier Reza. Jurnal TAM (Technology Acceptance Model), 14(1), 1–9. DOI: https://doi.org/10.56327/jurnaltam.v14i1.1415
Sulistiyowati, W. (2018). Buku Ajar Kualitas Layanan: Teori Dan Aplikasinya. In S. B. Sartika (Ed.), Educacao E Sociedade (Vol. 1, Issue 1). Umsida Press. DOI: https://doi.org/10.21070/2018/978-602-591-436-2
Surapati, U., Suharno, & Abidin, Z. (2020). The Effect Of Service Quality And Customer Trust On Customer Satisfaction And Customer Loyalty Pt Surya Rafi Bersaudara Untung. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(3), 40–53. DOI: https://doi.org/10.29040/ijebar.v4i03.1283
Teddy, C., Stefani, C., & Layla, H. (2020). Service Quality, Consumer Satisfaction, Dan Consumer Loyality : Tinjauan Teoritis. In CV IRDH. CV. IRDH.
Triandewo, M. A., & Indiarto, R. P. (2021). The Effect Of Service Quality, Store Atmosphere, And Price Fairness On Customer Satisfaction And Their Impact To Customer Loyalty On Kopi Kenangan In Jakarta. International Journal of Business, Economics and Law, 25(2), 49–59.
Uzir, M. U. H., Bukari, Z., Norida, W. S., Jerin, I., Rasul, T., & Amin, M. Bin. (2025). Investigation of customer satisfaction, brand trust and brand loyalty in electronics home appliances: CB-SEM Approach. Social Sciences & Humanities Open, 12, 101943. https://doi.org/10.1016/j.ssaho.2025.101943 DOI: https://doi.org/10.1016/j.ssaho.2025.101943
Wardhana, A. (2024). Consumer Satisfaction In The Digital Edge. In Edisi Indonesia.
Zachariah, R. A., Sharma, S., & Kumar, V. (2023). Systematic review of passenger demand forecasting in aviation industry. In Multimedia Tools and Applications. Springer US. https://doi.org/10.1007/s11042-023-15552-1 DOI: https://doi.org/10.1007/s11042-023-15552-1
Zou, L., Feighan, A. R., & Yu, C. (2022). Airline seasonality: an explorative analysis of major low-cost carriers in Europe and the United States. Research Repository UCD, 10, 1–41. DOI: https://doi.org/10.1016/j.jairtraman.2022.102272
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Amelia Pristiana, Intan Annisa
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
View My Stats
