Yu, Kuo Ting and Are, Robert La (2019) The Impact of Customer Loyalty Towards Purchase Behavior: A Case Study of Airasia Indonesia. Bachelor thesis, Swiss German University.
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Abstract
The airline industry is considered as a promising sector in Indonesia. Due to the increase of economic and national income, the number of passengers is increasing year by year. AirAsia Indonesia is one of the well-known low-cost carriers in Indonesia who has won many prestigious awards. However, the number of low-cost carriers is also increasing, face a higher level of competition in the airline industry makes the management realized that they need a strategy to enhance their customers’ purchase behavior. This study reports the impact of customer loyalty on purchase behavior at AirAsia Indonesia. The questionnaire was completed by 132 respondents who have ever fly with AirAsia Indonesia. Single linear regression was used to test the impact of customer loyalty with two dimensions, which are attitudinal loyalty and behavioral loyalty. The results show that customer loyalty has a strong impact towards customers’ purchase behavior with the score of 83.8%. This study also provides the company with several suggestions to gain better customers’ purchase behavior.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Uncontrolled Keywords: | Customer Loyalty ; Low-Cost Carrier ; Airline Industries ; Attitudinal Loyalty ; Behavioral Loyalty |
| Subjects: | H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry |
| Divisions: | Faculty of Business Administration and Communication > Department of Hotel and Tourism Management |
| Depositing User: | Adityatama Ratangga |
| Date Deposited: | 19 May 2020 03:30 |
| Last Modified: | 19 May 2020 03:30 |
| URI: | http://repository.sgu.ac.id/id/eprint/442 |
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