PENGARUH BRAND EXPERIENCE TERHADAP PURCHASE INTENTION DIMEDIASI OLEH BRAND ATTITUDE PADA INDUSTRI PENERBANGAN INDONESIA DI MASA PANDEMI COVID 19

Abstract

ABSTRACTThis study aims to analyze the factors that influence the purchase intention of consumers of national airlines in Indonesia during the current Covid-19 pandemic as it is today. The variables studied were brand experience, brand reputation and brand attitude in their influence on purchase intention. This study also examines the mediating role of brand attitude in the influence of brand experience on purchase intention.The methodology used in this study uses quantitative methods. The population in this study are the passengers of national airlines in Jakarta, Medan, Surabaya, Makasar and Denpasar. Data collection was carried out through a survey of passengers who had used the services of an airline at least once in the last 5 years. The number of respondents as many as 234 people who filled out a questionnaire with a Likert scale and 180 data valid for use in this study. The results of the questionnaire were processed using AMOS-SEMThe findings from this study indicate that variables measured, namely brand experience, brand reputation and brand attitude all have a positive effect on consumer purchase intention in the Indonesian aviation industry. The brand attitude variable has also been shown to mediate the effect of brand experience on purchase intention.Recommendations for further research are to include other variables such as brand positioning and brand knowledge as well as variables relevant to pandemic conditions such as adaptation to the implementation of CHSE (Cleanliness, Health, Safety, Environment).Keywords: brand experience, brand reputation, brand attitude, purchase intention ABSTRAKPenelitian ini memiliki tujuan untuk menganalisis faktor-faktor yang mempengaruhi purchase intention dari konsumen maskapai penerbangan nasional di Indonesia pada masa pandemi Covid 19 seperti saat ini. Variabel-variabel yang diteliti adalah brand experience, brand reputation dan brand attitude dalam pengaruhnya terhadap purchase intention. Dalam penelitian ini juga dikaji mengenai peran mediasi dari brand attitude dalam pengaruh antara brand experience dengan purchase intention.Metodologi yang digunakan dalam penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah para pengguna jasa layanan maskapai penerbangan nasional di kota Jakarta, Medan, Surabaya, Makasar dan Denpasar. Pengambilan data dilakukan melalui survey terhadap penumpang yang pernah menggunakan jasa maskapai penerbangan minimal satu kali dalam 5 tahun terakhir. Jumlah responden sebanyak 234 orang yang mengisi kuesioner dengan skala likert dan data yang valid untuk digunakan dalam penelitian ini sebanyak180 data. Hasil kuesioner diolah meggunakan AMOS-SEMTemuan dari penelitian ini menunjukkan bahwa variabel-variabel yang diukur yaitu brand experience, brand reputation dan brand attitude seluruhnya berpengaruh positif terhadap purchase intention konsumen di industri penerbangan Indonesia. Variabel brand attitude juga terbukti memediasi pengaruh brand experience terhadap purchase intention.Rekomendasi untuk penelitian selanjutnya adalah memasukkan variabel lain seperti brand positioning dan brand knowledge serta variabel yang relevan dengan kondisi pandemi seperti adaptasi pelaksanaan CHSE (Cleanliness, Health, Safety, Evironment).Kata Kunci: pengalaman terhadap merek, reputasi merek, sikap merek, niat membeli