Pengaruh Service Orientation dan Airport Service Quality terhadap Passengers Satisfaction Melalui Airport Image pada Penumpang Bandar Udara Soekarno-Hatta
DOI:
https://doi.org/10.38035/jimt.v8i1.9916Keywords:
Orientasi Layanan, Kualitas Layanan Bandara, Kepuasan Penumpang, citra bandaraAbstract
Pengaruh Service Orientation dan Airport Service Quality terhadap Passengers Satisfaction melalui Airport Image pada Penumpang Bandar Udara Soekarno-Hatta. Penelitian ini menggunakan pendekatan deskriptif kuantitatif terhadap 281 responden yang ditentukan dengan teknik metode non-probability sampling terhadap penumpang maskapai di Bandar Udara Soekarno-Hatta. Analisis data dilakukan melalui metode Structural Equation Modeling (SEM) menggunakan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa Service Orientation, Airport Service Quality serta airport image berpengaruh positif dan signifikan terhadap Passengers Satisfaction. Service Orientation dan Airport Service Quality berpengaruh positif dan signifikan terhadap airport image. Sementara itu, airport image mampu memediasi pengaruh Service Orientation terhadap Passengers Satisfaction, serta pengaruh Airport Service Quality terhadap Passengers Satisfaction. Penelitian ini memberikan implikasi praktis bagi manajemen bandar udara untuk menyusun kebijakan pelatihan secara berkala terhadap sikap dan kompetensi petugas dalam memberikan pelayanan, menerapkan kebijakan pengembangan sarana dan fasilitas yang berorientasi pada efisiensi serta kenyamanan, serta menetapkan kebijakan pengelolaan pelayanan yang berbasis pada pemanfaatan umpan balik penumpang sebagai dasar evaluasi.
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