Perluasan Model Integratif Komunikasi Getok Tular pada Pelayanan Jasa Penerbangan
DOI:
https://doi.org/10.32493/pekobis.v7i2.P145-157.25142Keywords:
Kepuasan, Niat Komunikasi Getok Tular, Komunikasi Getok TularAbstract
Tujuan penelitian ini untuk mendapatkan bukti hubungan antara variabel bebas yaitu kepuasan, kesetiaan, kualitas, komitmen, kepercayaan, nilai persepsian, kegairahan, kecintaan merek, variabel moderasi yaitu niat komunikasi “getok tular†dan variabel terikat komunikasi “getok tularâ€. Penelitian bersifat kausal yang dikategorikan cross sectional dengan penggunaan faktor loading sebesar 0,4 sehingga pengambilan sampel sejumlah 200 ini merupakan penelitian dengan menggunakan desain non probability sampling dengan teknik penyampelan menggunakan purposive sampling berpopulasi konsumen pengguna jasa penerbangan.
Hasil penelitian menunjukkan bahwa terjadinya komunikasi getok tular karena kuatnya pengaruh dari faktor kepuasan, kesetiaan, kepercayaan, kegairahan dan kecintaan merek. Hasil tersebut membuktikan jika konsumen merasa istimewa, puas dalam keterikatan kegairahan pada merek atau pelayanan yang dapat diandalkan serta menciptakan pembelian ulang dapat dipastikan komunikasi getok tular terjadi. Tidak memengaruhinya faktor kualitas, komitmen dan nilai persepsian terhadap komunikasi getok tular hal itu membuktikan bahwa kebutuhan konsumen yang belum terpenuhi dan tidak mendapatkan manfaat yang diterima membuat konsumen tidak ingin mengikat diri pada merek atau pelayanan sehingga komunikasi getok tular tidak terjadi. Sedangkan hasil variabel niat komunikasi getok tular tidak memoderasi hubungan antara kesetiaan dan komunikasi getok tular. Artinya bahwa variabel niat komunikasi getok tular tidak memiliki kekuatan untuk memperkuat atau memengaruhi hubungan antara kesetiaan dan komunikasi getok tular.
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