ANALYSIS CUSTOMER SATISFACTION OF AIRASIA PASSENGER

By

Merry Susanti

ID No. 014201300106

A skripsi presented to the

Faculty of Business President University

In partial fulfillment of the requirement for

Bachelor Degree in Business Major of Management

January 2017

1

SKRIPSI ADVISER RECOMMENDATION LETTER

This skripsi entitled “ANALYSIS CUSTOMER SATISFACTION OF AIRASIA PASSENGER ”. Prepared by Merry Susanti in partial fulfillment of requirement for the degree of Bachelor in Faculty of Business has been review and found to have satisfied the requirement for a skripsi to fit to be examined. I therefore recommend this skripsi for Oral Defense.

Cikarang, Indonesia, January 9th2017

Acknowledge by, Recommended by

Dr.Dra. Genoveva, M.MDr. Ir. Yunita Ismail Masjud, M.Si

Head of Management Study Program Skripsi Advisor

2

DECLARATION OF ORIGINALITY

I declare that this skripsi, entitled “ANALYSIS CUSTOMER SATISFACTION OF AIRASIA PASSENGER”, it to the best of my knowledge and beliefs, an original piece of work that has not submitted, either in a whole world in a part, to another university to obtain degree.

Cikarang,Indonesia,January 9th2017

Merry Susanti

3

PANEL OF EXAMINERS APPROVAL SHEET

The Panel of Examiners declare that the Skripsi entitled “ANALYSIS CUSTOMER SATISFACTION OF AIRASIA PASSENGER”, that was submitted by Merry Susanti in Management from the Faculty of Business was assessed and approve to have passed the Oral Examination on January 16th 2017.

Grace Amin, S.Psi, M.Psi, Psikolog

Christina Liem, S.T., M. Comm.

Dr. Ir. Yunita Ismail Masjud, M. Si

4

ABSTRACT

The purpose of this skripsi will help people understand more the service quality and its impact toward customer satisfaction in Airlines industry. The service quality dimensions like assurance, empathy, reliability, responsiveness and tangibility where used to analyze customer satisfaction of AirAsia Indonesia. The researcher distributed the questionnaire to 100 respondents who are living in Cikarang. Quantitative research method was used and multiple regression analysis with F-Test and T-Test were applied in this research. The results of research shows that two of the variables (Tangibles, Responsiveness) are significant and 3 variables (Reliability, Assurance, and Empathy) are not having significant influence to customer satisfaction, and there is also a simultaneous significant influence of service quality towards customer satisfaction. This research also recommended that continuous improvement like Website promotion update, making more convenient flight schedule for domestic and international flights.

Keyword: Service Quality, Tangible, Reliability, Responsiveness, Assurance, Empathy, and Customer Satisfaction

5

ACKNOWLEDGEMENT

My University life was amazing when I decided to study in President Universitya

lot of experiences makes me feel more independent, brave and self determining. I

got many challenges and problems but finally I pass it all and here today I’m

going to graduate from the University. President University educated me to be a

person who will make benefit for social. And now I’m ready to step into the new

age of my life. I’m grateful for every lesson I have.

My parents, Mom and Dad. I don’t know how to describe my gratitude to both of

you in words, but I’m so glad proud to have parents like Mom and Dad. You are

the best parents in the world. Thank you for everything, thank for your unlimited

support my life and take care me not depend to any reasons. I would like to say “I

love you so much, Mom and Dad”

I want to say thank you to my family especially my sisters, Fifi, Viola and Intan

for the support during my university life. I also want to say thank you very much

for Marthin Martius as my partner, my very special man who always love and

support me.

I want to say “Thank you so much” to Ma’am Yunita Ismail. She is an amazing

advisor and I can learn many things from her. From what I knew her, she is

always busy to attend the class and with her work.. Thank you for supported, help

me make my thesis faster and skip many my troubles. I wish you will always be

healthy, successful, and happy in your life.

Merry Susanti

6

Table of Contents SKRIPSI ADVISER RECOMMENDATION LETTER .......................................... 1

DECLARATION OF ORIGINALITY ..................................................................... 2

PANEL OF EXAMINERS APPROVAL SHEET ................................................... 3

ABSTRACT ............................................................................................................. 4

ACKNOWLEDGEMENT........................................................................................ 5

CHAPTER I ........................................................................................................... 10

INTRODUCTION ................................................................................................. 10

1.1 Background of The Study ................................................................ …..10

1.2 Problem Identificatio…………………………………………………...11

1.3 Research Questions ............................................................................... 11

1.4 Research Objectives .............................................................................. 12

1.5 Significance of Study ............................................................................ 12

1.6 Scope and limitation .............................................................................. 13

CHAPTER II .......................................................................................................... 14

LITERATURE REVIEW....................................................................................... 14

2.1 Theoretical Review ................................................................................... ..14

2.1.1. Customer Satisfaction……………………………………………..14

2.1.2.Service……………………………………………………………...14

2.1.3. Quality…….……………………………………………………….14

2.1.4.Service Quality......…………………………………………………15

2.1.5.Service Quality and GAP model……..…………………………….15

2.1.6. Tangibles…………………………………………………………..15

2.1.7. Reliability…...……..………………………………………………16

2.1.8. Responsiveness……………………………………………………16

2.1.9. Assurances…………………………………………………………16

2.2. Previous Research ................................................................................. 17

7

CHAPTERIII ......................................................................................................... 18

RESEARCH METHODOLOGY ........................................................................... 19

3.1 Research Methodology .......................................................................... 19

3.2 Theoritical Framework .......................................................................... 19

3.3 Research Framework ............................................................................. 20

3.4. Hypothesis ............................................................................................. 21

3.5. Operational Definitions of Variable ...................................................... 24

3.6. Instruments........................................................................................... ..25

3.7. Data analysis……..……………………………………...……………..27

CHAPTER IV ........................................................................................................ 34

DATA ANALYSIS AND INTERPRETATION ................................................... 34

4.1. Company Profile ..................................................................................... 34

History of AirAsia ....................................................................................... 34

About AirAsia Indonesia ............................................................................... 35

4.2. Validity test ............................................................................................. 36

4.3. Reliability test ......................................................................................... 37

4.4. Descriptive Test ...................................................................................... 39

4.5. Multiple Linear Regression Model ......................................................... 43

4.6. Normality Test ........................................................................................ 46

4.7. Multicollinearity Test ............................................................................. 47

4.8 Heteroscedasticty Test ............................................................................ 48

4.9. Hypothesis Testing Result. ..................................................................... 48

4.10. T-Test ..................................................................................................... 49

4.11. F-Test ...................................................................................................... 51

4.12. Coefficient Determinants (R²) ................................................................ 53

4.13. Interpretation of the results ..................................................................... 53

CHAPTER V .......................................................................................................... 55

CONCLUSION AND RECOMMENDATION ..................................................... 55

5.1. Conclusion ............................................................................................. 55

5.2. Recommendation ................................................................................... 55

REFERRENCES ........................................................................................................

8

LIST OF TABLES

Table2.2. Previous Research ……………………………………………17

Table 3.5. Operational Definition of Variable...………………………….…24

Table 3.6. Likert Scale Description…………..............................................25

Table 3.7.Internal Consistency of Cronbach Alpha…………………..……..28

Table 4.2. Result of Validity Test……………………….…………………..36

Table 4.3. Result of Reliability Test………………………………………...38

Table 4.5.Multiple Linear Regression ......………………………………….44

Table 4.7. Muticollinearity Statistic Test……...……………………………47

Table 4.10. T- Test Result……………………………………………….….49

Table 4.11.ANOVA F-Test Result…………………………………………...51

Table 4.12.Coefficient Determinants (R²)……………………………………52

9

LIST OF FIGURES

Figure 1.1. Airlines Industry in Indonesia………………………….……………10

Figure 3.2. Theoritical Framework …….………………………………….........19

Figure 3.3 Research Framework………….............................................…..........20

Figure 4.4.1. Descriptive Analysis (Gender)……………………….………..39

Figure 4.4.2. Descriptive Analysis (Age)……………………………...........40

Figure 4.4.3. Descriptive Analysis (Occupation)……………………….......41

Figure 4.4.4. Descriptive Analysis (Purpose)……………………………….42

Figure 4.4.5. Descriptive Analysis (Types of Flights)………………………42

Figure 4.4.6. Descriptive Analysis (Frequency) ……………………………43

Figure 4.6.Histogram of Reggression Standardized residual…………....……….46

Figure 4.8. Scatterplot of Heroscedacticty Test………………………………….48

10

CHAPTER I

INTRODUCTION

1.1.Background of The Study

In Asia-Pacific region the airlines industry is fastly growing especially for the

numbers of passengers (www.iata.org).The aviation sector is extremely become

theimportant segment in the field of economic development of the nation and has

important role in moving people and the goods or products domestic and

international for over a long distance. (Archana & Subha, 2012) . One of the main

transportation services in Indonesia is airlines transportation, it is supported by the

total population in Indonesia with strategic location. Air transport service is very

needed in Indonesia in order to support both inter- islands and inter- regions

travel.According to Zeithaml et al (1996) .The main strategy to be able to survive

in recent competitive industry especially in service industry is providing high

quality service to the customers for example in airlines transportation services

itself.

Airlines Industry in Indonesia

Figure 1.1. Airlines Industry In Indonesia

11

Based on the data above, the domestic passengers in Jakarta Soekarno Hatta

International Airport are slowdown during the year 2013 until the 10 months of

2015. The political instability as the impact of the presidential election have

influence the domestic market in Indonesia In 2014. Eventhough the stability was

soon to be able restored. In addition on 2015, the airplane crashed which is

Airasia airplane in the end of 2014,resulted some slowdown of Airasia passengers

in few months afterwards.( airlineleader.com)

1.2. Problem Identification

Airlines industry relies on the service that they offer for the passenger. It can

indicates how the airlines images generally. Some of the issues for examples,

mechanical problems, poor service, lost luggage, delay of flight and many others.

There are also a bigger case that airlines industry faced, which is accident of the

airplanes. Research would like to focus on Airasia Indonesia as the object of this

research. Airasia airplane crashed happen on Sunday,28 December 2014from

Surabaya to Singapore, the plane went down to the Java sea and killed for 162

people on board (source : independent.co.uk). The accident has become a put

spotlight back to Indonesian’s aviation sector especially regarding to the safety

issues. Beside that, the decreasing of passengers in the few next quarters and the

investments also going down as the result of tragedy happened. Researcher would

like to evaluate the service quality as the important point in Airasia based on the

passenger’s perspectives specifically in Indonesia. The research will be focus on

measuring the services quality in airlines industry. There is improvement of

researcher interest to the service quality specifically on airlines industry. Many

previous research have been conducted related with the service quality and the

customer loyalty in airlines industry.

1.3.Research questions

The researcher would like toanswer these questions :

1. Is there any partial significant influence of tangibility toward customer

satisfaction?

12

2.Is there any partial significant influence of reliability toward customer

satisfaction?

3. Is there any partial significant influence of responsiveness toward customer

satisfaction?

4. Is there any partial significant influence of assurances toward customer

satisfaction?

5. Is there any partial significant influence of empathy toward customer

satisfaction?

6. Is there any simultanously significant influence of tangible, reliability,

responsiveness, assurances, empathy toward customer satisfaction?

1.4. Research Objectives

The objectives of this research are to examine the influence of service quality

toward customer satisfaction with Airasia Indonesia, more specifically to find

theseobjectives :

1.To determine a significant influence of tangibletoward customers satisfaction

2. To determine a significant influence of reliability toward customer satisfaction.

3. To determine a significant influence of responsiveness toward customer

satisfaction.

4.To determine a significant influence of assurance toward customer satisfaction.

5. To determine a significant influence of empathy toward customer satisfaction.

6. To determine simultaneous significant influence of tangibility, reliability,

responsiveness, assurance, empathy toward customer satisfaction.

1.5.Significance of study

The research provides description on some significance of the study given to those

who already benefit the research.

13

For the Researcher

Propose research will give understanding about service quality in airlines and

development of airlines industry in Indonesia.

For Academic

this research will serve as the references about airlines research , what factors that

affect the loyalty of the customers who choose them to make the preferences of

airlines choices.

For Airlines company

The knowledge about service quality will help the airlines company to prioritize

their services which is preferred by the loyal passengers.

1.6.Scope and Limitation

The scope and limitation of the research are limited to the subject and the object

that has been investigated.

Scope: This study focused on the influence of service qualitywhich are, tangible,

reliability, responsiveness, assurances, empathy toward customer satisfaction of

AirAsia Indonesia.

Limitation: This study is limited to the people in Cikarang who have been

travelled with AirAsia Indonesia in the ;ast 5 years either domestic, international

or both domestic and international flights especially in measuring the service

quality toward customer satisfaction of AirAsia Indonesia.

14

CHAPTER II

LITERATURE REVIEW

2.1. Theoritical Review

Customer Satisfaction

According to Gustafsson (2005) customer satisfaction can be defined as the

present performance of the product or service in which able to provideon a

specific time or on the particular time when customers need it.Satisfying customer

has also seen as the main objectives for every business and is critical for a firm’s

success (Naik, Gantasla & Prabhakar, 2010). In the service industry, it is critical

to maintain a high level of customer satisfaction, producers have to know the

target or the market first, or in other word producers should understand the

customer, which are customer needs, customer wants, and customer demand.

After knowing those three attributes customer satisfaction will be reached directly

(Kotler & Amostrong, 2010). Satisfied customers will use the product and will re-

purchase the product. When this happens it will make loyalty of the customers to

the product. A Satisfied customer will give benefit for companies and will reduce

competitive for similar business.

Service

Gronroos (2008) stated that service defined as the activity or series of activity

that is invisible (intangible) in which occurred as the result of interaction between

customer and the employee or the other things that provided by the service

industry and those intended to solve the problem of the customers.

Quality

According to Risqonadhimi, 2011 the quality is defined as the dynamic condition

related to services, people, product, process, environments which meet the

expectation.The concept of service quality has long been an important indicator in

the means to build a competitive and improving organizational performance.

Quality of service is something that perceived by the customer (Tjiptono, 2011).

15

Customers will assets the quality of service that they feel based on what they

describe in their minds. The definition of service quality has been defined

differently by many researchers.

Service Quality

According to R. Archana and M. V. Subha the point of customer impression in

measurement efficiency of the organization and the services is the service quality

. However, being able to exactly understand what is the expectation of the

customers is become the most difficult step in delivering a high quality

service.Parasuraman, Zeithaml & Berry has explained the five dimensions of

SERVQUAL which are tangibles, reliability, responsiveness, assurance and

empathy. Below researcher also give some of the variables of each dimensions

SERVQUAL and GAP model

SERVQUAL and GAP model according to Parasuraman, VA Zeithaml, and LL

Berry in 1988. It measure quality on service sector. Initially there are ten criteria

or determinants which are access, competence, communication courtesy,

credibility, ,responsiveness, reliability, security, tangibles and understanding.On

the next years, Parasuaman et al., there is high correlation between access and

understanding. So, they introduced two broad dimension assurance and empathy

making a five model include as tangibles, reliability, assurances, responsiveness,

and also empathy.Those needed as the measurement tool. (Hassan, Malik, &Faiz,

2012)

Tangibles

According to Parasuraman, Zeithaml & Berry, 1988 These are the physical

aspects of service delivery which are includethe physical (tangible) facilities,

appearance/performance of the personnel, the equipment and the communication

materials.Some variable adapted that include to the dimension are the airplane

hasclean interior with very comfortable seats, employees of the airlines perform

neat and tidy, the airlines able to provide high quality foods and beverages to the

16

passengers, toilets of aircraft is clean and the airlines have in flight entertainment

service provided such as newspaper and magazines.

Reliability

According to Parasuraman, Zeithaml & Berry,1988,The provider of service able

to perform the services delivered dependable and accurately. Passengers expect

the reliability of every service delivery aspect specifically regarding to the on time

performance, the consistent manner and avoiding errors every single time. Some

variable adapted that include to the dimension are Convenient of flight schedule,

On time performance, the safety of airlines, clean with comfortable interior and

aircraft seats, the airline website is also updated regularly.

Responsiveness

According to Parasuraman, Zeithaml & Berry, 1988, responsiveness is about the

willingness of provider to help the customers and able to provide the fast

services.Such as the negative perceptions of quality as the result of keeping

customers to wait for along time. It is important for the provider to be able to

recover the situation quickly to give the positive perceptions. Some variable

adapted that include to the dimension are capability of handling the delayed

flights, providing check in efficiently and service of baggage handling,the

willingness of employess to help passengers, the employees able handling request

/ complaint fastly in the right actions, the quality of reservation services in airlines

itself.

Assurances

Parasuraman, Zeithaml & Berry in 1988 defined assurances variable as the

knowledge and politeness of airlines employees and the ability to perform trust

andthe confidence. Some variable adapted that include to the dimension are

Image of the airlines company, Knowledge and expertise skills of employee.

According to Parasuraman, Zeithaml & Berry, 1998 , Caring, personal attention

from the providers to its customers include the approachable and sensitivity of

17

service employees. Some variable adapted that include to the dimension are

Employees action toward the delayed passengers, Individual attention to the

airlines passengers, the understanding of passengers particular needs and Courtesy

(politeness) of employees.

2.2.Previous Research

Table 2.2. Previous Reseach

No.

Title Author Research Method

Related Result

1 EFFECT ON THE QUALITY OF CUSTOMER SATISFACTION OF LION AIR AIRLINE IN SURABAYA CITY

Wiwik Retnaningsih(2013)

Quantitative Method.

all the independent variables (SERVQUAL) is significantly influence toward customer satisfaction.

2 MEASURING THE MALINDO’S AIRLINES CUSTOMER SATISFACTION

Zakaria Wahab1, Inda Sukati, & Lee Hua Li (2015)

Quantitative Method.

the SERVQUAL have the positive relationship toward passengers satisfaction of Malindo Airlines.

3 A STUDY ON SERVICE QUALITY ON CUSTOMER SATISFACTION IN LOW COST AIRLINE INDUSTRIES

Kalaippiriya Kalaiarasan, Santhi Appannan and Barathy Doraisamy (2015)

Quantitative Method.

Influential factors of the SERVQUAL are the service environment, the approach of the employee, the efficiency of the services given and the behavioral intention ofthe customers.

18

CHAPTER III

RESEARCH METHODOLOGY

3.1. Research Methodology

Researcher use questionnaire as the research method, from the previous research

conducted,questionnaire method is practical. First, the demographic profiles such

as gender, age, Occupation, the purpose of trips and the frequency of travelling

with airlines were determined. From beginning of the questionnaire, researcher

give selected question to focus on the respondent profile, to make sure that the

respondents had travelled with Airasia and they live in Cikarang area. The reason

of choosing Cikarang as the scope of this research is because Cikarang located

only 40 km from Jakarta as the capital of Indonesia. Cikarang has many foreign

companies located in industrial estate such as from Singapore, USA, Germany,

Korea, Japan, China, Malaysia, Taiwan and Middle East

region(www.indomovieland.com), People who work will use air transport often

and have a high mobility because however those foreign companies absorb

employees both domestic and internationally. The service quality dimensions or

SERVQUAL refers to the previous research and studies. Questions are aiming to

address expectations and perceptions that were rated using 5 poins. The scale was

from the scale 1which strongly disagree until the scale of 5 which strongly agree.

Researcher focus on having quantitative approach. scientific tools and

measurementswhich used to make a quantitative observations. The results can be

measured and examined by trying to quantitatively assess the same situations

thatwill generate the same results. In quantitative method every information or

data that can be counted usually gathered by surveys from many respondents that

will be randomly selected.It will be able toanalyzed using the statistical methods

which is able to answer what, when, and who questions. (civicpartnership.org,

2013).

19

3.2. Theoretical Framework

The conceptual framework ofthe researchexplained based on the literature

reviewwhich related the study and research . Conceptual framework will gives a

more clearer and understandable picture of variables which influencesthe

customer satisfaction of AirAsia

Figure 3.2: Theoretical Framework

(source : Zethaml, Parasuraman and Berry (2005))

This is Service Quality (SERVQUAL) model made by Zethaml,

Parasuraman and Berry (1995). This model is including five factor (variable) of

the customer satisfaction, which includes tangibles, reliability, responsiveness ,

assurance and empathy

20

3.3.Research Framework

The purpose of researcher going to found out its impact of the service quality

toward the customer satisfaction of Airasia Indonesia. However, researcher use

tangible, reliability, responsiveness, empathy,assurances, as independent variable

and customer satisfaction as dependant variable. All the steps conducted by

researcher

Fig 2 research figure

(source: self constructed)

Figure 3.3. ResearchFramework

Statement of Problem

Service Quality

Customer’s Satisfaction

Validity and reliability test

Data Gathered

Conclusion

Distribute questionnaire

Collect data & analyzing data

21

3.4. Hypothesis

H1a: There is a significant influenceof Tangibles toward Customer Satisfaction.

H1o: There is no significant influence of Tangibles toward Customer

Satisfaction.

H2a:There is a significant influence of Reliability toward Customer Satisfaction.

H2o: There is no significant influence of Reliability toward Customer

Satisfaction.

H3a: There is a significant influenceof Responsiveness toward Customer

Satisfaction.

H3o: There is no significant influence of Responsiveness toward Customer

Satisfaction.

H4a: There is a significant influenceof Assurance toward Customer

Satisfaction.

H4o: There is no significant influence of Assurance toward Customer

Satisfaction.

H5a: There is a significant influence of Empathy toward Customer Satisfaction.

H5o: There is nosignificant influence of Empathy toward Customer Satisfaction.

H6a: There is a simultaneous significant influence of Tangibles, Reliability,

Responsiveness, Assurance and Empathy toward Customer Satisfaction

H6o: There is no simultaneous significant influence of Tangibles, Reliability,

Responsiveness, Assurance and Empathy toward Customer Satisfaction.

22

3.5. Operational Definitions of Variables

The operational definition is attaching meaning to a variable by specifying

the activities or actions that need to measure the variables. Operational

Definition of variables is then decomposed into empirical indicators include:

Table 3.5. Operational Definition of Variables

Variable Definition Indicator Scale

Tangibles

X1

Tangibles variables of Service

Quality is refers tothe physical

aspects, includes facilities and

equipments.(Anderson, 2013)

-The aircraft has clean and comfortable seats

- The airlines able to provides high quality of food and also beverage

- Cleanlineness of aircraft toilets

- The airline have flight entertainment service such as newspapers and magazines

( Park, Robertson & Wu (2004) ; Pakdil& Aydın (2007) ; Archana & Subha (2012); Namukasa (2013)

Likert

Scale

Reliability

X2

The Reliability in Service Quality means how the company perform and complete their promises theirservice, the quality and the accuracy include of the

- convenient flight schedule

- on time performance

-safety

likert

scale

23

requirements givenespecially between the airlines company yet for the customer. (Anderson, 2013)

-Clean interior/ seats

-Updating airline website

(Pakdil and Aydın (2007) ; Park, Robertson & Wu (2004); Namukasa (2013)

Responsive

ness

X3

The Responsiveness of the

Services Quality dimensions

refer to company willingness

to help the customers (airline

passengers)to provide a good

quality of service. (Anderson,

2013)

- Response of Handle the delayed flight

- check in / baggage services to be efficient

- Willingness of employees to help

- Employees’ speed handling request/ complaint

- Quality of the reservation services

(Archana & Subha( 2012), Park, Robertson & Wu (2004), Pakdil& Aydın (2007)

Likert

Scale

Assurance

X4

The Assurance in Service

Quality dimension is refers to

employees of the airlines

company. (Anderson, 2013)

-The Image of its airlines company

- Knowledge having by the employee

- Language skills expertise e of employee

(Elliott & Roach (1993); Namukasa (2013); Park, Robertson

Likert

Scale

24

& Wu (2004)

Empathy

X5

The Empathy of Service Quality

basically refers to how the

company cares and gives

individualized

attention to their customers to

make.

-Employees’ behavior to delayed passenger

-Individual attention toward passengers

-Understand of passengers specific or particular needs

-Courtesy of airlines employees

(Pakdil& Aydın (2007); Park, Robertson & Wu (2004)

Likert

Scale

Customer

Satisfaction

Y

The previous and the outcome

of airlines customer

satisfaction found that quality

to be falling shortly of the

expectations which have a

higher impact towatd the

satisfaction and the retention

especially compared to the

exceeding (Anderson, 2013)

-My choice to use theairline was wise one

-I believe that I did the right thing when I decided to use the airline

-The offering of flight services of the airlines is are worth to pay for

-This airline values compared to customer’s comments

(Park, Robertson & Wu (2004); Namukasa (2013)

Likert

Scale

25

3.6.Instruments

To collect the data, this research use questionnaire, this is self-constructed.

According to Istijanto (2009), questionnaire is a list of questions that will be using

be researchers to obtain data from the source directly through the communication

process or ask question

Questionnaire is made for respondents to answer those questionnaire questions

quickly by using a simple language in order the data able to be collected

effectively and efficiently. To follow the evaluation of customers, and get more

information about the service quality of Airasia Indonesia. Respondent s required

to choose the numerical values from strongly disagree to strongly agree. Each

respond would Be :

Table 3.6. Likert Scale Descriptions

In this research, Respondents need to indicate the amount of agreement level or

disagreement from strongly agree to strongly disagree. The level of percentage

represents the percentage of agreement about the statements in the questionnaire.

Primary Data

Rao in 2008 explained that primary data defined asfirst time data that gathered by

the researcher. The primary data in this research was collect directly from the

source by using questionnaire. In this research, the respondents who filled the

questionnaires are the someone who ever travelled with Airasia.

Scale Description Percentage

1 Strongly Disagree 0% agree

2 Disagree 1%-25% agree

3 Neither Agree nor Disagree 26%-50% agree

4 Agree 51%-75% agree

5 Strongly Agree 76%-100% agree

26

The data results of the questionnaire are strongly support the understanding of the

related variables. The data obtained from the questionnaire in the form of the

service quality of Airasia Indonesia.

Sampling

Sample size

This research is unkown for population. According to Sekaran (2013) the

guidance that provided for number determination of research sample is among

30-500 elements. According to Rau Purba (1996) and Sufa (2012), the unknown

population can be predicted using the formulation below:

n = 1.962

4(0.10)2

= 96.04 –rounded to 100 respondents

n : the number amount of the sample

Z : Normal distribution sample with significant level of 5% = 1,96

MoE : Margin of Error, the maximum of sampling error rate able to be tolerated

at 10%

The total respondent who respond on the survey is 100 people. The spreading of

the questionnaire is completed after the pre test.

The sampling method that researcher conduct in the research is convenience

sampling ( non probability sampling). The researcher use google forms to spread

the questionnaire for people age 15-35 years old who lived in Cikarang. The

research give questionnaire to 100 respondents who had ever travelled with

Airasia.

27

3.7. Data analysis

Validity

Validity is an important key to effective research. The purpose to conduct a

validity testing is eliminating the proper questions that will be answering the

research objectives. The Quantitative interpretation of the degree of linear

relationship existing is shown in the following range of values.

According to Shepherd and Wiklund in 2009, thecorrelation of coefficient

validity is can be determined as follows high if r ≥ 0.5, moderate if 0.3- 0.5,low if

r = 0.1- 0.3 and no if r ≤0.1 . In this research, researcher used 2- tailed testing, α =

0.05, n=100 the critical value of r = 0.197.

Correlation r formula:

For any two variables, X and Y, the correlation coefficient between them is given

by formula:

(Source: Douglas and William, 2003) Where:

N = the number of paired observation

∑ = The X variable summed

∑ = The Y variable summed

= the X variable squared and the squared summed

= The X variable summed and the sum squares

=The Y variable squared and the squares summed

= variable X and Y sum

28

The first step and the requirement of an instrument is a validity test. The

researcher used Pearson Product Moment Correlation to fulfill the requirements of

the instrument validity.

Reliability Test

According to Cooper & Schindler, 2006 Reliability is the test on purpose to check

and examine the correlation of statement of the questionnaire. Reliability would

be concerned about thedegree estimation . For this research, the researcher used

formula of Cronbach’s Alpha for determining the reliability. Cronbach’s

Alphaused to conduct measurement t of this reliability testing:

∝ = 𝑲. 𝒓

𝟏 + (𝑲 − 𝟏)𝒓

(Source: Cronbach’s Alpha, 2010)

Where:

α = as the reliability’s coefficient instrument

r = mean correlation coefficient between variables

k = number of questions

To do validity and reliability testappropriately

Here we interprate the cronbach’s alpha into the following internal consistency.

Table 3.7. Internal Consistency for Cronbach’s Alpha.

(George D & Mallery P ,2003)

Cronbach's alpha Internal consistency

α 0.9 Excellent

0.8 ≤ α < 0.9

0.7 ≤ α < 0.8

Good Acceptable

0.6 ≤ α < 0.7 Questionable

0.5 ≤ α < 0.6 Poor

α <0.5 Unacceptable

29

The purposes of these two tests are to determine the correlation and reliability of

the research instrument.

Multiple Regression Analysis

According to the Basic Business Statistics book ofBerenson, Levine

&Krehbiel in 2009, the multiple regression model specifically needed toestimate

or forecast the value of Y variable . In regression analysis, relationship between

response variable and one or more predictor variable is discovered. The

multiple regression models contain a dependent variable (Y), which more than a

independent variables (X1, X2, X3… Xn), the β’s are regression coefficients and

the random error term (ε), in which Y depends on the Xs, the Y and the

Xs are continuous variables.

The multiple regression model described as:

Y = β0 + β1X2 +β2X2 +β3X3 +……+βn-1Xn-1 +βnXn + e

Where:

Y: Customer Satisfaction (Dependent variable)

β0: Constant

β1-βn: Coefficients

e: Random error term/ Residuals X1– Xn: Independent variables

MarkL. Berenson, David M.Levine& Timothy C.Krehbiel, 2009)

The result of the regression analysis will be usedfor accept and reject it

hypothesisin order to observeif there is an affect or not between the dependent

and also the independent variables. There are three classical assumption test

must be passed: the normality test, the multicollinearity test, the

heteroscedasticity test and Autocorrelation test.

Normality Test

Normality test is conducted to examine whether the data is distributed normally or

not distributed. According to Barbara, Brian, & Jonathan (2012)The indicator of

30

data to be normally distributed is when the curve of the histogram is shaped like

a bell.

Multicollinearity Test

Multicollinearity is the test that will show a high correlation among

variables. Correlated independent variables only show the inferences ofthe

regression coefficients of individual and the individual effect appeared on

dependent variable. Multicollinearity is measured when VIF is less than 10,

and it called satisfactory ( Lind, Marchal and Wathen, 2010)

Heteroscedasticity Test

This test is showcase of the similarity of residual variance from one observation to

other observation. The fact that standard error is biased may have tendency to

generate the incorrect conclusions especially for the significance of the regression

coefficients.The result of the test can be seen by looking at theresidual

valuesdistributiontowards the values that has been predicted in the scatter plot. If

the distribution randomly spread and does not make any systematic pattern

likeincreasing or decreasing pattern, then the heteroscedasticity assumption is

fulfilled.

T-Test

A T-Test is the statistical hypothesis test where the statistical test follows a

Students t distribution if only the null hypothesis is supported. It is applicable

using to determine if the two sets of data arebasically having a significant

different from oneanother and it is most commonly can be applied when the

statistical testfollow a normal distribution if the scaling term value in the

statistical testhave been known. To compute the T – test, there is a T - test

formula used:

31

( Lind, Marchal&Wathen in 2010)

In which:

t = statistical test for

distribution

bj = Sample slope

βj= Population’s slope

Sbj = standard error of the slope

The T-test can be described explicitly as following:

Ha1:β1 ≠ 0 (There is a partially significant relationship of Tangibles

towardCustomer Satisfaction).

H01:β1 = 0 (There is no partially significant relationship of Tangibles

towardCustomer Satisfaction).

Ha2:β2 ≠ 0 (There is a partially significant relationship of Reliability toward

Customer Satisfaction).

H02:β2 = 0 (There is no partially significant relationship of Reliability toward

Customer Satisfaction).

Ha3:β3 ≠ 0(There is a partially significant relationship of Responsiveness toward

Customer Satisfaction).

H03:β3 = 0 (There is no partially significant relationship of Responsiveness toward

Customer Satisfaction).

Ha4:β4 ≠ 0 (There is a partially significant relationship of Assurance toward

Customer Satisfaction)

H04:β4 =0 (There is no partially significant relationship of Assurance toward

Customer Satisfaction)

Ha5:β5 ≠ 0 (There is a partially significant relationship of Empathy toward

Customer Satisfaction)

32

H05:β5 =0 (There is no partially significant relationship of Empathy toward

Customer Satisfaction)

F-Test

F-test defined as the statistical test where the F-distribution is under the null

hypothesis. Mostly used for comparing the statistical models fitted to the

dataset, used to identify it model which fits the best of the population especially

from where the data sampled taken. F-tests mostly appear when the models

alreadymatched to the data by using a least squares.

For the hypothesis testing the confidence interval using two tailed is 95% and

the 5% the significance level (α = 0.05) used by the researcher outside of the

confidence level will leads to rejection of null hypothesis. The 5% of the

significance level applied because the research is within of the social science

topics, according to Krehbiel, 2006 the 5% significance is customable .In term

of testing the value of α, F – test is need to be conducted. By the chances, the

significance level of the F – Test is low in which the significance level α used is

0.05, the theory of Lind, Marchal&Wathen, 2010 stated that H0 is rejected and

defined there is a linear relationship. F- test and significance of the F –value, for

this specific test, if the F – value is significant, It described that the significant

difference between the groups of this variables has been found.

( Lind, Marchal&Wathen, Statistic Techniques in Business and Economics, 2010 )

In which:

F = statistical test for F distribution

R2 = determination coefficient

k = Independent variables number in the

mode

n = sample number

H0: β1 = β2 = β3= β4 = 0, if significant F > 0.05, accept H0

33

Ha: at least there is one β ≠ 0, if significant F < 0.05, reject H0

Correlation of Determination Analysis ( R2 )

The Coefficient Correlation (R) analysis specifically used to found out the

whole correlation between two or more independent variable toward dependent

variable. It depends on the value, if the value of R is 0 – 1, means if the

result is choose to 1, then the correlation between independent variables and

dependent variable are stronger. Identification of determinant (R2) can be used

to find out the percentage of the influence of independent variables to

dependent variable in this multiple regression model. Identification of

determinant (R2) function is to determine significant variable, it is necessary to

find the coefficient of determinant (R2). Coefficient determinant indicates the

contribution from independent variables (X) to the dependent variable (Y).

34

CHAPTER IV

RESULT & DISCUSSION

4.1. Company Profile

Basic Principleof AirAsia : “The founding principle of AirAsia is to be aware at

all times that we are engaged in a business where the responsibility of peoples’

lives is in our hands. We safeguard that responsibility through the safety and

quality of our operations. We operate with the highest level of integrity, striving

to exceed industry standards in a proactive manner while doing so with respect to

others and the environment.”

Vision

To be the largest low cost airline in Asia and serving the 3 billion people who are

currently underserved with poor connectivity and high fares.

Mission

1. To be the best company to work for whereby employees are treated as part

of a big family

2. Create a globally recognized ASEAN brand

3. To attain the lowest cost so that everyone can fly with AirAsia

4. Maintain the highest quality product, embracing technology to reduce cost

and enhance service levels

History of AirAsia

AirAsia established in 1993 and began the operations on November 18th 1996.

AirAsia founded by a governmentowned conglomerate which is DRB Hicom. On

2 December 2001, Airasia was purchased by Tony Fernandes, at the time it has

heavy indebted.

In 2016, AirAsia improved route network by making destinations to be

commectedthrought the previous region and continuously expanding into

35

Vietnam, Indonesia, Southern China and also India. While, Thai AirAsiawith

Indonesia AirAsia, have plan to focus on develope its hub located in Jakarta and

Bangkok. Byhigher frequency and expansion of new routes, AirAsia able to

increase the volume of passenger to be 13.9 million in 2007. (airasia.com)

Indonesia AirAsia

Indonesia AirAsia operates both domestic and international, Indonesia Airasia is

an Indonesian carrier associate of the Malaysian low cost airline AirAsia.

AirAsia’s main base is located on Soekarno Hatta International Airport,

Jakarta. Until July 2010, Indonesia Air Asia along with a lot of Indonesian

airlineshas banned from the flight to EU for the safety concerns.In the 1999, The

airline named as Awair by Abdurrahman Wahid,He had 40% stake of the airline

which released right after presidential election of Indonesia in October 1999.On

the 1 December 2005,Awair changed the name to be Indonesia AirAsia similar

with the other AirAsia airlines in specific of the region. AirAsia Berhad has 49%

share along with Fersindo Nusaperkasa owning 51%. Because the law in

Indonesia is not allowed the majority of foreign ownership on to the operation of

the domestic civil aviation.(Flightglobal.com)

36

4.2. Validity Test

The validity test is presented as follows:

Table 4.2: The Result of Validity Test

Corrected Item

Total

Correlation

Validity Table Result

TANGIBLES (X1)

Q1 0.711 0.197 VALID

Q2 0.753 0.197 VALID

Q3 0.766 0.197 VALID

Q4 0.744 0.197 VALID

RELIABILITY (X2)

Q5 0.831 0.197 VALID

Q6 0.779 0.197 VALID

Q7 0.741 0.197 VALID

Q8 0.749 0.197 VALID

Q9 0.740 0.197 VALID

RESPONSIVENESS (X3)

Q10 0.745 0.197 VALID

Q11 0.788 0.197 VALID

Q12 0.796 0.197 VALID

Q13 0.766 0.197 VALID

Q14 0.765 0.197 VALID

ASSURANCE (X4)

Q15 0.848 0.197 VALID

Q16 0.808 0.197 VALID

Q17 0.866 0197 VALID

37

EMPATHY (X5)

Q18 0.803 0.197 VALID

Q19 0.701 0.197 VALID

Q20 0.781 0.197 VALID

Q21 0.800 0.197 VALID

CUSTOMER SATISFACTION

(Y)

Q22 0.811 0.197 VALID

Q23 0.849 0.197 VALID

Q24 0.776 0.197 VALID

Q25 0.868 0.197 VALID

All the questions from service quality variables ( tangibles, reliability

responsiveness, assurances and empathy ) are consider as valid in validity test that

has been conducted by the researcher with 2 tailed testing α=0.05, the critical

value of r is 0.197.

38

4.3. Reliability Test

SPSS 16.0 is used to check the research reliability test Cooper & Schindler in

2006 stated that, “if the reliability is consider not good if it is less than 0,6 and 0.7

is considered as acceptable while if the reliability cronbach alpha is 0.8 or more

above that , it is considered as good”. Reliability test resulted the cronbach alpha

ofevery variable in the research which shown as follow:

Table 4.3: The Result of Reliability Test

Variable Questions Cronbach’s

Alpha

Cronbach’s

Alpha

Standard

Remark

X1 4 0.796 0.6 Reliable

X2 5 0.798 0.6 Reliable

X3 5 0.799 0.6 Reliable

X4 3 0.842 0.6 Reliable

X5 5 0.806 0.6 Reliable

Y 4 0.823 0.6 Reliable

39

4.4 Descriptive Analysis

Figure 4.4.1. Descriptive Analysis (Gender)

The figure above shows that the respondent of this research is consist of 53%

male and 47% female. The majority of respondents is male. The data shows there

are a little bit differences between male and female passengers numbers especially

those who are using AirAsia Indonesia

53%

47%

Gender

Male

Female

40

Figure 4.4.2. Descriptive Analysis (Age)

The chart above shows that the majority of respondents are between 15-20 years

old (34%) which means 34 people. Following by the age between 21-25 years old

(31%) or 31 people. Means that by the research that researcher conduct AirAsia

traveler who are living in Cikarang mostly about 15 -20 years who consider as a

teenagers.

34%

31%

22%

13%

Age

15-20

21-25

25-30

30-35

41

Figure 4.4.3. Descriptive Analysis (Occupation)

Based on the graph above, it is stated that the majority of respondents is private

employees (37%) or equal to 37 persons. Following by the businessman/

entrepreneur with 21% or equal to 21 persons. For students and government

employees has exactly the same number of respondents (17%) or 17 persons. The

others occupation can not be shown on the explanation. Means that, the AirAsia

passengers that ever travelled with AirAsia especially who live in Cikarang is a

private employees. Researcher get the data from the respondents profile of this

research.

17%

38% 17%

21%

8%

Occupation

Students

Private employees

Government employees

Businessman

Others

42

figure 4.4.4. Descriptive Analysis (Purpose)

The majority of respondents stated that the purpose of travelling with Airasia

Indonesia are holiday (47%) or equal to 47 persons. Following by visiting family

and friends as their purpose (27%) or equal to 27 persons. By the respondent

profile data that filled by the respondents. Research can able to conclude that

mostly people using AirAsia for Holiday purpose.

figure 4.4.5. Descriptive Analysis (Types of Flight)

11%

47% 15%

27%

Purpose

Business

Holiday

Education

Visiting family and friends

41%

25%

34%

Types of Flight

Domestic

International

Both domestic &International

43

Majority of Airasia passenger are choosing domestic types of flight (40%) or

equal to 40 persons. Following by both international and domestic flight which is

34 % or equal to 34 persons. The minority are those who used international type

(25%) or equal to 25 persons. Based on the respondents profile, the majority of

AirAsia passenger is choosing the domestic flight as the types that they ever used.

It is indicated that there is a very great potential of domestic airlines of AirAsia

Indonesia beside the International types.

figure 4.4.6. Descriptive Analysis (Frequency)

The majority of respondents stated that they already travelled with airasia 2 times

in the last 5 years (30%) or equal to 30 persons. Slightly different with those who

only use it once in last 5 years(29%) or equal to 29 persons. The lowest are those

who use airasia 5 times on the last 5 years which is 5 % of respondents or equal to

only 5 persons among 100. Based on the research, most of people using airasia 2

times in the last 5 years. It could be better if the frequency of individual travelled

using AirAsia can be increased.

29%

30%

12%

10%

5% 14%

Frequency

1 time

2 times

3 times

4 times

5 times

>5 times

44

4.5.Multiple Linear Regression Model Table 4.5. Multiple linear regression model

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .059 1.260 .047 .963

Tangibles .288 .099 .262 2.905 .005

Reliability .136 .100 .157 1.360 .177

Responsiveness .329 .101 .358 3.272 .001

Assurance -.029 .161 -.021 -.181 .857

Empathy .181 .119 .157 1.523 .131

a. Dependent Variable: Satisfication

Multiple linear regression model concept used to construct the basic equation

which already been mentioned in previous chapter,it used to examine the

influence of six variables: Five independent variables and one dependent variable:

Y = β0 +β1X1+ β2X2 + β3X3+ β4X4 +β5X5 +e The data from theregression analysis calculation previously shown on the table,

resulted :

Y = 0.059 + 0.288 X1+ 0.136X2 + 0.329X3 +-0.029X4 +0.181X5+e

Where:

Y = Customer Satisfaction

X1 = Tangibles

X2 = Reliability

X3 = Responsiveness

X4 = Assurance

X5 = Empathy

interpretation of there regression above are:

45

For constant, If all the independent variables value are equal to 0 then, the beta

value would be 0,059. The coefficient value of X1 (tangibles) is 0,288. Means

that every 1 unit increase of tangibles then there is increase in Y (customer

satisfaction) by 0,288 with the assumption that variable exclude from the

regression model is constant. The coefficient value of X2 (reliability) is 0,136.

Means that every 1 unit increase of reliability then there is increase in Y

(customer satisfaction) by 0,136 with the assumption that variable exclude from

the regression model is constant. The coefficient value of X3 (responsiveness) is

0,329. Means that every 1 unit increase of responsiveness then there is increase in

Y (customer satisfaction) by 0,329 with the assumption that variable exclude

from the regression model is constant.

Coefficient value of X4 (assurances) is 0,029 in negative value. This indicate that

the assurance have opposite relationship with Y ( customer satisfaction). Which

means every 1 unit increase of assurances then there is decrease in Y (customer

satisfaction) by 0,029. with the assumption that variable exclude from the

regression model is constant. The coefficient value of X5 (empathy) is 0,181.

Means that every 1 unit increase of empathy then there is increase in Y (customer

satisfaction) by 0,181 with the assumption that variable exclude from the

regression model is constant.

46

4.6.Normality Test

Normality test will determine if data is distributed. In which the data

distribution to be normal or abnormalwhich depend on it situation. In

consequent, histogram is used as the determinants for normal or abnormal data,as

already mentioned in chapter 3.

Figure 4.6 Histogram of Regression Standardized Residual

Figure 4.6 shown that the curve was formed in the proper bell of the shape in the

center, either it is skewed to the left position or to the right position. It can be

described that the data have variation to make it normally distributed and used

to approximately various different probability of the distribution and alsoable to

arrange the continues research.

47

4.7. Multicollinearity Test

Table 4.7.Multicollinearity Statistics Test.

From Table 4.7 above, every of the independent variable shows the variance

inflation factor or knowing as VIF values are obligated to be greater than 0.1 but

should be less than 10 according to Lind,Marchal&Wathen, 2010. From the table,

researcher able to found out that the tangible (2.029), reliability (3.314),

responsiveness (2.980), assurances (3.512) and empathy (2.644) Beside that, the

researcher able to conclude the datahas not facing the Multicollinearity. If the data

considered of not facing multicollinearity, the researcher able to use the multiple

regression model to analyze and examine.

Model

Unstandardized

Coefficients

Standardize

d

Coefficients

t Sig.

Collinearity

Statistics

B Std. Error Beta

Toleranc

e VIF

1 (Constant) .059 1.260 .047 .963

Tangibles .288 .099 .262 2.905 .005 .493 2.029

Reliability .136 .100 .157 1.360 .177 .302 3.314

Responsivene

ss .329 .101 .358 3.272 .001 .336 2.980

Assurance -.029 .161 -.021 -.181 .857 .285 3.512

Empathy .181 .119 .157 1.523 .131 .378 2.644

a. Dependent Variable:

Satisfication

48

4.8. Heteroscedasticty Test

Figure 4.8 Scatter Plot of Heroscedasticty Test.

From the Figure 4.8 above, the plot’s pattern is randomly spreading without any

systematical pattern between those variable, resulted that there is no

heteroscedasticty. In accordingly, null hypothesis that Has been started conclude

that there is no heteroscedasticty accepted.

4.9.Hypothesis Testing Result. This research used analysis of multiple linear regression since this model has two

(2) variables. F Test and T Test is being used to do the hypothesis testing. Partial

T Test will be specifically used to examine the effect of independent variable

individually toward dependent variable. The F-Test will be specifically used to

test the influence of allof the independent variables to the dependent variable.Each

49

of independent variable simultaneously significant when the value is basically less

than 0.05.

4.10.T-Test The T-Test specifically used for independent variable to be partially has influence

significant toward dependent variable. By calculating the T and T table the T test

can be conducted manually. The T test able to conduct using the SPSS Software,

the indicator of the T-Test is basically from the significant (sig) value of

independent variables include as Tangibles, Reliability, Responsiveness,

Assurance, and Empathy.

Below shows the output of T-Test:

T-Test

Table 4.10 T-Test result

A. Tangibles

One of the independent variable Reliability (X1) has a significant (sig) value of

0.005 which is less comparing to p-value of 0.05. However, it means service has

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .059 1.260 .047 .963

Tangibles .288 .099 .262 2.905 .005

Reliability .136 .100 .157 1.360 .177

Responsiveness .329 .101 .358 3.272 .001

Assurance -.029 .161 -.021 -.181 .857

Empathy .181 .119 .157 1.523 .131

a. Dependent Variable: Satisfication

50

significant influence toward dependent variable which is Customer Satisfaction.

So the hypothesis (H01) is rejected and hypothesis (Ha1) is accepted.

B, Reliability

Reliability (X2) has not significant (sig) value of 0.177 which is more than p-

value of 0.05. It describe that reliability has no significant influence toward

dependent variable which is Customer Satisfaction. So the hypothesis (Ho2) is

accepted.

C. Responsiveness

Responsiveness (X3) has significant (sig) value of 0.01 which is less comparing to

the p-value of 0.05. however It means that the responsiveness has influence

toward dependent variable which is the Customer Satisfaction.So, the hypothesis

(Ho3) is rejected and the hypothesis (Ha3) is accepted.

D, Assurance

Assurance (X4) has not significant (sig) value of 0.857 which is larger more than

p-value of 0.05. It means assurance has no significant influence toward dependent

variable which is Customer Satisfaction. So the hypothesis (Ho4) is accepted. and

(Ha4) is rejected.

E. Empathy

The fifth independent variable Empathy (X5) has not significant (sig) value of

0.131 which is larger more than p-value of 0.05 It means empathy has no

significant influence toward dependent variable which is Customer Satisfaction.

So the hypothesis (Ho5) is accepted and (Ha5) is rejected.

51

4.11.F-Test F-Test is used by the researcher because researcherpurpose to find that all

independent variables have collectively influence toward the dependent variables.

So that researcher able to get result, this research use SPSS 16.0, and have result

as below

Table 4.11. ANOVA F-Test Result

The hypothesis given:

Null hypothesis of H0: β = 0 when, There is no influence that is significant of

Tangibles, Reliability, Responsiveness, Assurance and Empathy toward Customer

Satisfaction. Alternative hypothesis (Ha) : At least there is one βi≠ 0. There is a

significant influence of at least one of the independent variable on Service Quality

of Airasia toward Customer Satisfaction.

From ANOVA result from table 4.10, it stated that F is calculated

approximately31.079 with thesignificant level if 0.000 since the probability

number is 0.000 < 0.05. It is means that Tangibles, Reliability, Responsiveness,

Assurance, and Empathy simultaneously have influence on the Customer

Satisfaction.

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 547.888 5 109.578 31.079 .000a

Residual 331.422 94 3.526

Total 879.310 99

a. Predictors: (Constant), Empathy, Tangibles, Responsiveness, Reliability, Assurance

b. Dependent Variable: Satisfication

52

4.12.Coefficient Determinants (R²) Coefficient determinant also called as the score of adjust R square. The output for

(R²)between dependent variable which is the customer satisfaction withthe

independent variables include the tangibles, reliability, responsiveness, assurance

and empathy, the result shown as below

Coefficient Determinants (R²)

Table 4.12.Coefficient Determinants (R²)

Model Summary

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .789a .623 .603 1.878

a. Predictors: (Constant), Empathy, Tangibles, Responsiveness,

Reliability, Assurance

Based on the Table 4.12, adjusted R2 appear to be 0.603 or 60.3%.it described

that there is 60.3% independent variables (Tangibles, Responsiveness, reliability

,Assurance, and Empathy) affect dependent variable or Customer Satisfaction.

Means that, 60,3% of the customer satisfaction become the dependent variable

with the independent variables which include Tangibles, Reliability,

Responsiveness, Assurance and Empathy whereas the other 39,7% is explained by

another factors which are excluded from the model.

4.13.Interpretation of the results Different kind of results from each of the variable are explained as follow:

Tangibles toward Customer Satisfaction of Airasia Indonesia

Based on the result of test show that have been done, the probability value of

Tangibles variable is 0.005 which is less than 0.05 has indicated there is

significant correlation between Tangibles and Customer satisfaction. In

comparison of previous research, Wiwik retnaningsih (2013) have the significant

value exactly the same with this research which is 0.005. Researcher can

conclude that tangibles have partial significant influence toward customer

53

satisfaction of AirAsia Indonesia. The tangibles such as the cleanliness of

aircraft, the comfortable seats the quality of foods need to be maintained and to be

concerned about because the customer satisfaction is very important in the

existences and continuity of passengers loyalty and satisfaction.

Reliability toward Customer Satisfaction of Airasia Indonesia

Based on the result of test show that have been done, the probability value of

Reliability variable of 0.177is more than 0.05 so it turns out the hypothesis have

no significant influence of Customer Satisfaction. While compared with Wiwik

Retnaningsih (2013) research, the probability of reliability variable is 0,006 which

means there is a significant influence of reliability toward customer satisfaction.

The 0.177 result indicated that, there are no partial significant influence of the

reliability toward the customer satisfaction of AirAsia Indonesia. There are few

dimensions of reliability variables that need to be improved, the convenient flight

schedule, on time performance and the safety standard of the airlines itself.

Responsiveness toward Customer Satisfaction of Airasia Indonesia

Based on the result of test show that have been done, the probability value of

Responsiveness variable is 0.01 it is less than 0.05 , the result of Wiwik

Retnaningsih (2013) is 0.02 which is it turns out the hypothesis had significant

influence of Customer Satisfaction. This indicated that responsiveness variables

has partial influences toward customer satisfaction of AirAsia Indonesia. Even the

result of the research in responsiveness variable is good. There is several thing

that need to be improved and maintained. AirAsia employees should be very fast

response in what passengers need especially in several condition such as delay

flight and check in process.

Assurance toward Customer Satisfaction of Airasia Indonesia

Based on the result of test show that have been done, the probability value of

Assurance variable is of 0.857 which is greater more than 0.05 so it turns out the

hypothesis had no significant influence of Customer Satisfaction. The result done

by Wiwik Retnaningsih (2013) have probability value of assurance 0.106.

54

indicated that there is no significant influence of assurance toward the customer

satisfaction. This indicated that in Assurances variables has no partial significant

influences toward customer satisfaction of AirAsia Indonesia. Eventhough the

accident of AirAsia can not be forgotten by most of people. It is very important to

maintain the good image of airline industry itself in order to be more competitive

than another airlines industry.

Empathy toward Customer Satisfaction of Airasia Indonesia

Based on the result of test show that have been done, the probability value of

Empathy variable is 0.131 which is greater more than 0.05 so it turns out the

hypothesis had no significant influence of Customer Satisfaction. The result is

different with the previous research done by Wiwik Retnaningsih (2013) which

resulted probability value of 0.000 which means there is significant influence of

empathy towar customer satisfaction. The result of this research indicated that in

empathy has no partial influence toward customer satisfaction of AirAsia

Indonesia. Employees should be able to give specific attention to those passenger

who has specific needs and those who need special treatments.

Tangibles, Reliability, Responsiveness, Assurance, and Empathy towards

Customer Satisfaction of Airasia Indonesia

From the result of T-Test on table 1 as Tangibles , Responsiveness variables have

partial significant influence with Customer Satisfaction. And Reliability,

Assurance, Empathy variables have no partial significant influence with Customer

Satisfaction. However, all the independent variables (Tangible,

reliability,responsiveness,assurances,empathy) has simultaneously significant

influences with the dependent variable . customer satisfactionadjusted R2 is 0.603

or 60.3%. This mean, there is 60.3% independent variables (Tangibles,

Reliability, Responsiveness, Assurance, and Empathy) affect dependent variable

(Customer Satisfaction).

55

CHAPTER V

CONCLUSION & RECOMMENDATION

5.1. Conclusion

1. Tangible has partial significant influence toward customer satisfaction of

Airasia Indonesia.

2. Reliability has no partial significant influence toward customer satisfaction of

Airasia Indonesia.

3. Responsiveness has partial significant influence toward customer satisfaction of

Airasia Indonesia.

4. Assurance has no partial significant influence toward customer satisfaction of

Airasia Indonesia

5. Empathy has no partial significant influence toward customer satisfaction of

Airasia Indonesia

6. All Tangible, reliability, responsiveness, assurance, empathy has

simultaneously significant influence toward customer satisfaction.

5.2. Recommendation

Based on the findings on previous sections, there are some recommendation and

suggestion that hopefully will bring benefit for Airasia Indonesia and more value

for the customers. The researcher would like to contribute some recommendation

on service quality toward customer satisfaction of Airasia Indonesia from the

research that has collected from respondents in Cikarang area.

For Airasia Indonesia

According to the finding and results of this research, there are 3 independent

variables of service quality that has no partial significant influences toward

influences are reliability, assurances and empathy. Therefore, to maintain the

56

competitive advantage for Airasia passengers, it is important to be more concern

on those independent variables. It is important to make more convenient daily

flight schedule both domestic and international to attract passenger while

choosing AirAsia airlines. We know that AirAsia has become the lowest fare

airline in the world and its very important to maintain the good reputation as an

airlines company. Researcher suggest that AirAsia will keep the promotion of

cheap flight regularly updated on the AirAsia website. It could be better if there is

some tour package with AirAsia and competitive yet affordable for people. The

independent variables of service quality that has partial significant influences are

tangibles and responsiveness, both variables should be improved especially for

improvement of comfortable seats and aircraft, it is important to be concern on the

cleanliness of aircraft to make passengers of AirAsia feel comfortable during the

flight. for responsiveness variable, researcher suggest to make more efficient

check in and baggage service for the passengers to make the easiness and more

time saving for the passenger, it can be through self machine check in provided in

airports which accommodated for AirAsia passengers.

For Future Research

In this research, the researcher found out that the service quality as the

independent variable (tangible, reliability, responsiveness, assurance, empathy)

has simultaneously significant influence toward dependent variable (customer

satisfaction). Researcher hope that in the further study, there will be more specific

and more variable which will be affected the independent variable in Airlines

industry.

References

Books and journal

Anderson, E. W., Forneel, C. & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, vol.58 (July), pp. 53-66.

A. Parasuraman, V. A. Zeithaml, and L. L. Berry. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, vol. 64, pp. 12-40, Spring88.

Burns, Alvin; Burns, Ronald (2008). Basic Marketing Research (Second ed.). New Jersey: Pearson Education. p. 250. ISBN 978-0-13-205958-9.

Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: A re-examination and extension. Journal of Marketing, 56, pp. 55-68.

David M. Levine, David F. Stephan, Timothy C. Krehbiel& Mark L. Bereson.

(2004). Statistic for managers using Microsoft Excel, 6th Edition, McGraw- Hill, New York, NY.

F. Pakdil and Ö. Aydın (2007) Expectations and perceptions in airline services: An analysis using weighted SERVQUAL scores. Journal of Air Transport Management, vol. 13, pp. 229-237.

Gronroos, C. (2001). The Perceived Service Quality Concept – A Mistake?.

Gbadamosi, Gbolahan, De Jager& Johan. (2008) Managing Service Quality.Vol. 11, No. 3, pp. 150-152.

Herzberg, Frederick, Bernard Mausner, and Barbara B. Snyderman (1967). The Motivation to Work, second edition, Wiley, NY. H. S. Khraim, "Airline Image and Service Quality Effects on Traveling Customers’ Behavioral Intentions in Jordan. European Journal of Business and Management, vol. 5, pp. 20-33, 2013.

J. Hair, W. C. Black, B. J. Babin, R. E. Anderson, and R. Tatham, (2006) Multivariate Data Analysis. Pearson Education, New York, NY.

J. Namukasa, (2013) The influence of airline service quality on passenger satisfaction and loyalty The case of Uganda airline industry. TQM Journal, vol. 25, pp. 520-532.

J.-W. Park, R. Robertson, and C.-L. Wu. (2004). The effect of airline service quality on passengers’ behavioural intentions: a Korean case study. Journal of Air Transport Management, vol. 10, pp. 435-439.

K. M. Elliott and D. W. Roach (2004) Service quality in the airline industry: are carriers getting an unbiased evaluation from consumers?. Journal of Professional Services Marketing, vol. Vol. 9, pp. 71-82.

K. Kalaippiriya, Santhi Appannan and Barathy Doraisamy (2015). A Study on Service Quality on Customer Satisfaction in Low Cost Airline Industries. International Journal of Science,environment and technology, Vol.4, 1126- 1138

Lind, Marchalf &Wathen. (2010). Statistic Techniques in Business and Economics

Malik, Danish & Usman, A. (2010). The Impact of Service Quality on Students’ Satisfaction in Higher Education Institutes of Punjab. Journal of Management Research, 2 (2).

M. M. Bozorgi. (2007). Measuring Service Quality in the Airline Using SERVQUAL Model (Case of IAA), Master's thesis, pp. 1-119.

R. Archana and M. V. Subha,(2012). A study on service quality and passenger satisfaction on Indian Airlines. International Journal of Multidisciplinary Research, vol. 2, pp. 50-63.

Retnaningsih, wiwik, (2013) Effect on the Quality of Customer Satisfaction of Lion Air Airline in Surabaya City. International Journal of Business and Management Invention ISSN Volume 2

Uma Sekaran. (1992). Research Methods for Business Wahab, Zakaria , inda Sukati, lee hua li, (2015) measuring the Malindo Airline passenger’s Satisfaction” Asian Social Science Vol.11. No.18

Zeithaml, V. A. (2000). Service Quality, Profitability, and the Economic worth of Customers: What we know and what we need to learn. Journal of the Academy of Marketing Science, 28 (1), pp. 67-85.

Zeithaml, V. A., Berry, L. L., Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, Vol. 52 (April), pp. 35-48.

Website

. (http://centreforaviation.com/profiles/countries/indonesia)

"Tony Fernandes". Bloomberg Businessweek. 11 July 2004. Retrieved 29 December2014.

Leong Hung Yee (27 December 2006). "AirAsia embarks on 2nd chapter". The Star. Kuala Lumpur.

AirAsia Group. "AirAsia's 2007 Annual Report" (PDF). AirAsia.

Directory: World Airlines". Flight International. 3 April 2007. p. 93.

"List of airlines banned within the EU". European Commission's "Transport" website. Retrieved 10 July 2010.

"The Naming Procedures of Indonesia's Islands", Tenth United Nations Conference on the Standardization of Geographical Names, New York, 31 July – 9 August 2012, United Nations Economic and Social Council

A Skill Building Approach, 2th Edition, John Wiley & Son, i9nc. New York, USA.

http://www.marketingresearch.org/issues-policies/glossary/pilot-test

http://www.statisticssolutions.com/multicollinearity/

www.indomovieland.com

Appendices

Measuring Service Quality of Airasia Indonesia (A Study Case of Airasia

Passenger in Cikarang)

Dear respondents, My name is Merry Susanti a last semester student majoring

International Business Management President University. It will be very helpful

for me if you are willing to spare your time to fill up this questionnaire. It will be

strictly used for academic purpose only, Thank you for your time.

Nama saya Merry Susanti, Mahasiswi semester akhir International Business di

President University. Penelitian ini akan sangat membantu bagi saya apabila

responden meluangkan waktu untuk mengisi kuesioner ini. Penelitian ini hanya

digunakan untuk kepentingan akademik. Terimakasih atas waktunya.

Part I : Respondent’s Profile

Instruction: Please answer all the following questions by check list (√) on one

option below

Starting question (selected questions)

Have you flight with AIRASIA?

YES (If yes, you can continue to the questionnaire)

NO

Are you live in Cikarang ?

YES (If yes, you can continue to the questionnaire)

NO

1. Gender : Male Female

2. Age : 15-20

21-25

25-30

30-35

3. Occupation : Students

Private Employees

Government Employees

Businessman

Others

4. Purpose : Business

Holiday

Education

Others

5. What type of flight you had with Airasia?

Domestic flight

International flight

Both domestic & International flight

6. frequency of travel with Airasia

One time

Two times

Three times

Four times

More than four times

Part II

Instruction: The following questions would like to see the respondent’s

perception about Service quality of Airasia Indonesia . Please answer all the

following questions by check list (√) the answers on the 5-point scale ranging

from 1 (Strongly Disagree) to 5 (Strongly Agree

1= Strongly Disagree (sangat tidak setuju)

2= Disagree (tidak setuju)

3= Neutral (netral)

4= Agree ( setuju)

5= Strongly Agree (sangat setuju)

No Statement (pernyataan) 1 2 3 4 5

Tangibles

1 Airasia aircraft has clean and comfortable seats

(maskapai airasia memiliki kursi yang bersih dan

nyaman)

2 Airasia provides high quality yet delicious food and

beverage

(Airasia menyediakan makanan dan minuman berkualitas

dan tinggi)

3 Airasia has clean toilet

(Airasia memiliki toilet yang bersih)

4 Airasia have in flight entertainment services( newspaper

and magazines)

(Airasia memiliki layanan hiburan koran dan majalah)

Reliability

5 I feel that Airasia has convenient flight daily schedule of

domestic and international flight

(saya merasa airasia memiliki jadwal penerbangan

harian yang tepat baik penerbangan domestic maupun

internasional)

6 Airasia has on time performance of flights

(Jadwal penerbangan Airasia tepat waktu)

7 I feel that Airasia concern about the safety of the

passengers by giving appropriate safety procedure

(saya merasa airasia fokus terhadap keselamatan

penumpang dengan memberikan prosedur keselamatan

yang sesuai)

8 Airasia have comfortable and well maintained interior

(airasia memiliki interior nyaman dan terawat)

9 The website of Airasia is updated regularly

(website airasia selalu terupdate)

No Statement 1 2 3 4 5

Responsiveness

10 I feel that Airasia able to minimize delayed flight well to

its passengers

( saya merasa Airasia dapat meminimalkan penerbangan

delay terhadap penumpang)

11 Airasia provide efficient check in/ baggage handling

services

( airasia menyediakan pelayanan check in dan

pengambilan bagasi dengan efisien)

12 I feel that Employees of Airasia willing to help

passengers during check in until passengers on board

(saya merasa karyawan Airasia mau membantu

penumpang selama check in sampai ke pesawat)

13 Airasia’s employees able to handle requests and solve

complaints from passengers well and fastly

(karyawan airasia dapat menerima permintaan dan

menyelesaikan complain dari penumpang dengan baik

dan cepat

14 Airasia provide easiness of reservation services

(Airasia member kemudahan dalam layanan reservasi)

Assurances

15 Airasia has good image of airline company in Indonesia

compared to other airlines company.

( airasia memiliki reputasi baik sebagai perusahaan

penerbangan di Indonesia disbanding perusahaan

penerbangan lainnya)

16 The employee of Airasia have knowledge about airlines

procedure and the safety standard

(karyawan Airasia memiliki pengetahuan tentang

prosedur penerbangan dan standar keselamatan)

17 The employee of Airasia are expertise in language skills

( karyawan airasia memiliki kemampuan berbahasa yang

baik)

Empathy

18 Employees of Airasia have appropriate behavior to

delayed passenger by giving pleasant treatment

( karyawan Airasia memiliki tindakan tepat untuk

customer di penerbangan delay dengan memberikan

pelayanan yang menyenangkan)

19 Employees of Airasia have individual attention to

passenger

( karyawan airasia memiliki perhatian personal terhadap

penumpang)

20 I feel that Airasia understand he specific needs of

passenger especially for disabled, older, maternity and

baby

(saya merasa Airasia mengetahui kebutuhan khusus

penumpang terutama, penyandang cacat, lansia, ibu

hamil maupun bayi)

21 Airasia employees are polite and well mannered toward

passengers (karyawan Airasia sopan dan berkelakuan

baik terhadap penumpang)

customer satisfaction

22 Decision to use Airasia is wise one (keputusan

menggunakan Airasia adalah bijak)

23 choosing Airasia airline for travelling is right (memilih

Airasia untuk bepergian adalah tepat

24 service of Airasia airlined are worth what I pay for (

pelayanan Airasia sebanding dengan harga)

25 As a passenger, I am satisfy with the service quality of

Airasia ( sebagai penumpang saya puas dengan kualitas

layanan Airasia)

Respondent profile

53%

47%

Gender

Male

Female

17%

38% 17%

21%

8%

Occupation

Students

Private employees

Government employees

Businessman

Others

11%

47% 15%

27%

Purpose

Business

Holiday

Education

Visiting family and friends

41%

25%

34%

Types of Flight

Domestic

International

Both domestic &International

29%

30%

12%

10%

5% 14%

Frequency

1 time

2 times

3 times

4 times

5 times

>5 times

Validity Correlations

Q1 Q2 Q3 Q4 X1

Q1 Pearson Correlation 1 .351** .404** .417** .711**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q2 Pearson Correlation .351** 1 .443** .366** .753**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q3 Pearson Correlation .404** .443** 1 .450** .766**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q4 Pearson Correlation .417** .366** .450** 1 .744**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

X1 Pearson Correlation .711** .753** .766** .744** 1

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

Q5 Q6 Q7 Q8 Q9 X2

Q5 Pearson Correlation 1 .607** .441** .580** .557** .831**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q6 Pearson Correlation .607** 1 .416** .506** .409** .779**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q7 Pearson Correlation .441** .416** 1 .433** .579** .741**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q8 Pearson Correlation .580** .506** .433** 1 .351** .749**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q9 Pearson Correlation .557** .409** .579** .351** 1 .740**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

X2 Pearson Correlation .831** .779** .741** .749** .740** 1

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Q10 Q11 Q12 Q13 Q14 X3

Q10 Pearson Correlation 1 .449** .549** .442** .425** .745**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q11 Pearson Correlation .449** 1 .486** .556** .517** .788**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q12 Pearson Correlation .549** .486** 1 .508** .584** .796**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Correlations

Q15 Q16 Q17 X4

Q15 Pearson Correlation 1 .485** .613** .848**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

Q16 Pearson Correlation .485** 1 .586** .808**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

Q17 Pearson Correlation .613** .586** 1 .866**

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

X4 Pearson Correlation .848** .808** .866** 1

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Q13 Pearson Correlation .442** .556** .508** 1 .437** .766**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

Q14 Pearson Correlation .425** .517** .584** .437** 1 .765**

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

X3 Pearson Correlation .745** .788** .796** .766** .765** 1

Sig. (2-tailed) .000 .000 .000 .000 .000

N 100 100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Correlations

Q18 Q19 Q20 Q21 X5

Q18 Pearson Correlation 1 .410** .504** .538** .803**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q19 Pearson Correlation .410** 1 .359** .422** .701**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q20 Pearson Correlation .504** .359** 1 .529** .781**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q21 Pearson Correlation .538** .422** .529** 1 .800**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

X5 Pearson Correlation .803** .701** .781** .800** 1

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Correlations

Q18 Q19 Q20 Q21 X5

Q18 Pearson Correlation 1 .410** .504** .538** .803**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q19 Pearson Correlation .410** 1 .359** .422** .701**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q20 Pearson Correlation .504** .359** 1 .529** .781**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

Q21 Pearson Correlation .538** .422** .529** 1 .800**

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

X5 Pearson Correlation .803** .701** .781** .800** 1

Sig. (2-tailed) .000 .000 .000 .000

N 100 100 100 100 100

**. Correlation is significant at the 0.01 level (2-tailed).

Reliability RELIABILITY /VARIABLES=Q1 Q2 Q3 Q4 X1 /SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA.

Reliability Statistics

Cronbach's

Alpha N of Items

.796 5

RELIABILITY /VARIABLES=Q5 Q6 Q7 Q8 Q9 X2 /SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA.

Reliability Statistics

Cronbach's

Alpha N of Items

.798 6

RELIABILITY /VARIABLES=Q10 Q11 Q12 Q13 Q14 X3 /SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA.

Reliability Statistics

Cronbach's

Alpha N of Items

.799 6

RELIABILITY /VARIABLES=Q15 Q16 Q17 X4

/SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA.

Reliability Statistics

Cronbach's

Alpha N of Items

.842 4

RELIABILITY /VARIABLES=Q18 Q19 Q20 Q21 X5 /SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA.

Reliability Statistics

Cronbach's

Alpha N of Items

.806 5

RELIABILITY /VARIABLES=Q22 Q23 Q24 Q25 Y /SCALE('ALL VARIABLES') ALL

/MODEL=ALPHA.

Reliability Statistics

Cronbach's

Alpha N of Items

.823 5

Multiple regression

Normal P-P plot of regression Standard Residual (Source: SPSS 16.0 results)

Histogram of Regression Standardized Residual (Source: SPSS 16.0 results)

Multicollinearity Statistics Test.

(Source: SPSS 16.0) Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.

Collinearity Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) .059 1.260 .047 .963 Tangibles .288 .099 .262 2.905 .005 .493 2.029

Reliability .136 .100 .157 1.360 .177 .302 3.314

Responsiveness .329 .101 .358 3.272 .001 .336 2.980

Assurance -.029 .161 -.021 -.181 .857 .285 3.512

Empathy .181 .119 .157 1.523 .131 .378 2.644 a. Dependent Variable: Satisfication

Multiple Linear Regression Model Coefficientsa

Model

Unstandardized Coefficients Standardized Coefficients

t Sig. B Std. Error Beta

1 (Constant) .059 1.260 .047 .963

Tangibles .288 .099 .262 2.905 .005

Reliability .136 .100 .157 1.360 .177

Responsiveness .329 .101 .358 3.272 .001

Assurance -.029 .161 -.021 -.181 .857

Empathy .181 .119 .157 1.523 .131 a. Dependent Variable: Satisfication

ANOVA F-Test

Source: SPSS 16.0 Result.

T-Test (Source SPSS 23.0 Result) Coefficientsa

Model

Unstandardized Coefficients Standardized Coefficients

t Sig. B Std. Error Beta

1 (Constant) .059 1.260 .047 .963

Tangibles .288 .099 .262 2.905 .005

Reliability .136 .100 .157 1.360 .177

Responsiveness .329 .101 .358 3.272 .001

Assurance -.029 .161 -.021 -.181 .857

Empathy .181 .119 .157 1.523 .131 a. Dependent Variable: Satisfication

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 547.888 5 109.578 31.079 .000a

Residual 331.422 94 3.526 Total 879.310 99

a. Predictors: (Constant), Empathy, Tangibles, Responsiveness, Reliability, Assurance b. Dependent Variable: Satisfication

Coefficient Determinants (R²)

(Source SPSS 16.0)

Model Summary

Model R R Square Adjusted R

Square Std. Error of the

Estimate

1 .789a .623 .603 1.878 a. Predictors: (Constant), Empathy, Tangibles, Responsiveness, Reliability, Assurance

Turnitin Originality Report analysis customer satisfaction of airasia passenger by merry susanti From checks (Std 2016)

· Processed on 12-Jan-2017 09:48 WIB · ID: 758383733 · Word Count: 7770

Similarity Index

18% Similarity by Source Internet Sources:

8% Publications:

3% Student Papers:

17%

sources: 1

3% match (student papers from 11-Jan-2017) Submitted to President University on 2017-01-11

2

1% match (student papers from 12-Jun-2015) Submitted to Universiti Teknologi MARA on 2015-06-12

3

1% match (student papers from 31-Dec-2016) Submitted to Higher Education Commission Pakistan on 2016-12-31

4

1% match (Internet from 24-May-2016) http://www.wow.com/wiki/Air_Asia

5

1% match (student papers from 23-Oct-2015) Submitted to Kolej Universiti Linton on 2015-10-23

6

1% match (student papers from 31-Dec-2013) Submitted to iGroup on 2013-12-31

7

1% match (student papers from 11-Jan-2017) Submitted to President University on 2017-01-11

8

1% match (student papers from 30-May-2014) Submitted to Universiti Malaysia Sarawak on 2014-05-30

9

1% match (student papers from 04-Aug-2014) Submitted to University of Wales central institutions on 2014-08-04

10

< 1% match (student papers from 04-Feb-2012) Submitted to Assumption University on 2012-02-04

11

< 1% match (Internet from 25-May-2016) http://uir.unisa.ac.za/bitstream/handle/10500/18201/thesis_pitsoane_em.pdf?isAllowed=y&sequence=1

12

< 1% match (Internet from 26-Nov-2015) http://www.ijset.net/journal/746.pdf

13

< 1% match (student papers from 10-Jan-2017) Submitted to President University on 2017-01-10

14

< 1% match (student papers from 28-Jan-2015) Submitted to President University on 2015-01-28

15

< 1% match (student papers from 19-Dec-2016) Submitted to President University on 2016-12-19

16

< 1% match (Internet from 28-Apr-2003) http://www.econ.upm.edu.my/report/mgm10b.html

17

< 1% match (publications)

Brännback, Malin, Alan L. Carsrud, and Niklas Kiviluoto. "Measuring Growth", SpringerBriefs in Business, 2014.

18

< 1% match (student papers from 10-Jan-2017) Submitted to President University on 2017-01-10

19

< 1% match (student papers from 15-Apr-2016) Submitted to University of East London on 2016-04-15

20

< 1% match (student papers from 16-Sep-2016) Submitted to University of Northampton on 2016-09-16

21

< 1% match (student papers from 23-Jul-2013) Submitted to Universitas Pendidikan Indonesia on 2013-07-23

22

< 1% match () http://personal.ecu.edu/whiteheadj/data/ols/

23

< 1% match (student papers from 08-Dec-2013) Submitted to Leeds Metropolitan University on 2013-12-08

24

< 1% match (student papers from 11-Mar-2013) Submitted to University of Northumbria at Newcastle on 2013-03-11

25

< 1% match (Internet from 17-Dec-2016) http://dspace.nwu.ac.za/bitstream/handle/10394/11193/Mokgoto_HL.pdf?isAllowed=y&sequence=1

26

< 1% match (student papers from 09-Jan-2017) Submitted to President University on 2017-01-09

27

< 1% match (student papers from 19-Dec-2016) Submitted to Universitas 17 Agustus 1945 Surabaya on 2016-12-19

28

< 1% match (student papers from 24-Apr-2011) Submitted to Universiti Teknologi Malaysia on 2011-04-24

29

< 1% match (student papers from 14-May-2013) Submitted to Segi University College on 2013-05-14

30

< 1% match (student papers from 23-Dec-2016) Submitted to President University on 2016-12-23

31

< 1% match (student papers from 01-Jan-2016) Submitted to Segi University College on 2016-01-01

32

< 1% match (student papers from 05-Dec-2014) Submitted to University of Glamorgan on 2014-12-05

33

< 1% match (student papers from 21-Oct-2015) Submitted to University of KwaZulu-Natal on 2015-10-21

34

< 1% match (student papers from 31-Mar-2010) Submitted to Universiti Malaysia Sarawak on 2010-03-31

35

< 1% match (student papers from 17-Apr-2015) Submitted to 65046 on 2015-04-17

36

< 1% match (student papers from 17-Mar-2015) Submitted to EDMC on 2015-03-17

37

< 1% match (student papers from 21-Jan-2013) Submitted to Multimedia University on 2013-01-21

38

< 1% match (student papers from 20-Dec-2016) Submitted to President University on 2016-12-20

39

< 1% match (student papers from 27-Nov-2016) Submitted to Segi University College on 2016-11-27

40

< 1% match (student papers from 11-Jan-2017) Submitted to President University on 2017-01-11

41

< 1% match (student papers from 09-Dec-2012) Submitted to Manchester Metropolitan University on 2012-12-09

42

< 1% match (Internet from 08-May-2009) http://www.sccgov.org/SCC/docs/Affordable%20Housing%20Office%20of%20(DEP)/attachments/8475212004_homeless_report.pdf

43

< 1% match (student papers from 02-Jan-2016) Submitted to Universiti Teknologi MARA on 2016-01-02

44

< 1% match (Internet from 06-Aug-2014) http://theseus.fi/bitstream/handle/10024/75936/Helin_Sasi.pdf?sequence=1

45

< 1% match (Internet from 10-Jun-2016) http://ieeexplore.ieee.org/xpl/login.jsp?reload=true&tp=&arnumber=5234972&url=http%3A%2F%2Fi

46

< 1% match (publications) Leong, Lai-Ying, Teck-Soon Hew, Voon-Hsien Lee, and Keng-Boon Ooi. "An SEM–artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airline", Expert Systems with Applications, 2015.

47

< 1% match (Internet from 24-May-2016) http://eprints.utar.edu.my/1387/1/BF-2014-1103382.pdf

48

< 1% match (Internet from 02-Jan-2014) http://unione.unilife.edu.au/Books/BooksByAuthor.aspx?S=M

49

< 1% match (Internet from 30-Apr-2014) http://ichaimucu.wordpress.com/2013/06/24/effect-of-brand-image-and-price-on-purchase-decisions-lg-mobile-phone/

50

< 1% match (publications) Misbach, Irwan; Surachman; Hadiwidjojo, Djumilah and Armanu. "Islamic Bank Service Quality and Trust: Study on Islamic Bank in Makassar Indonesia", International Journal of Business & Management, 2013.

51

< 1% match (Internet from 14-Oct-2016) http://www.airasia.com/ph/en/about-us/airasia-mission-vision-values.page