PENGARUH BRAND ENGAGEMENT, BRAND IMAGE, CUSTOMER TRUST, DAN REPURCHASE INTENTION PADA INDUSTRI PENERBANGAN

Triyanti De Fatima Kehi; Kurniawati Kurniawati

doi:10.35906/equili.v14i2.2555

PENGARUH BRAND ENGAGEMENT, BRAND IMAGE, CUSTOMER TRUST, DAN REPURCHASE INTENTION PADA INDUSTRI PENERBANGAN

Triyanti De Fatima Kehi, Kurniawati Kurniawati

Abstract

A B S T R A K

Industri Penerbangan menghadapi banyak pembatasan seperti pengurangan besar-besaran dalam perjalanan udara, peningkatan biaya operasional, harga bahan bakar, dan biaya pemeliharaan. Berdasarkan faktor niat membeli kembali, maka penelitian ini membahas peran Brand Engagement, Brand Image, dan Customer Trust pada maskapai Penerbangan. Penelitian ini menggunakan metode kausal, pengumpulan data melalui kuesioner terhadap 294 pengguna maskapai di Indonesia. Analisis data dilakukan dengan menggunakan SEM AMOS 2024, dengan pengukuran variabel keterlibatan merek, citra merek, kepercayaan pelangan, dan niat membeli kembali. Temuan penelitian menunjukkan bahwa kepercayaan pelanggan mempunyai pengaruh positif dan signifikan terhadap niat beli ulang, dengan kepercayaan merek berperan sebagai mediator yang memperkuat hubungan tersebut. Penelitian ini memberikan wawasan berharga untuk memahami kontribusi keterlibatan merek, dalam mempengaruhi niat beli konsumen. Strategi pemasaran dan pengembangan merek direkomendasikan untuk mempertahankan keunggulan kompetitif maskapai penerbangan di Indonesia.

A B S T R A C T

This study investigates the effect of work-life balance and job satisfaction on The aviation industry faces many restrictions, such as a significant reduction in air travel, increased operational costs, fuel prices, and maintenance costs. Based on the repurchase intention factor, this study discusses the role of brand engagement, brand image, and customer trust in airlines. This study uses a causal method, collecting data through questionnaires from 294 airline users in Indonesia. Data analysis was conducted using SEM AMOS 2024, measuring variables such as brand engagement, brand image, customer trust, and repurchase intention. The findings reveal that customer trust has a positive and significant influence on repurchase intention, with brand trust acting as a mediator that strengthens this relationship. This study provides valuable insights into understanding the contribution of brand involvement in influencing consumer repurchase intention. Marketing and brand development strategies are recommended to maintain the competitive advantage of airlines in Indonesia.

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