KUESIONER
A. Data Responden
1.
Profesi anda sekarang : a. Mahasiswa b. Pegawai swasta c. Pegawai negeri d. Wiraswata e. Lain-lain
2. Usia anda sekarang : a. 17-21 tahun b. 21-30 tahun c. 30-40 tahun d. 41-50 tahun e. >51 tahun 3. Jenis kelamin anda : a. Laki-laki b. Perempuan 4. Pendidikan terakhir anda : a. SMU / sederajat b. S1 (Sarjana) / sederajat c. S2 (Magister) d. S3 (Doktor) e. Lain-lain B. About Sriwijaya Air
Keterangan : STS
: Sangat Tidak Setuju
TS
: Tidak Setuju
S
: Setuju
SS
: Sangat Setuju
1
Variabel (7p)
Product
Indikator
STS
Rute Sriwijaya Air sesuai dengan kebutuhan saya Rute Sriwijaya Air sesuai memberi kemudahan bagi saya untuk bepergian Jadwal penerbangan Sriwijaya Air sesuai dengan kebutuhan saya Jadwal penerbangan Sriwijaya Air memberikan kemudahan bagi saya untuk bepergian
Price
Harga tiket yang ditawarkan Sriwijaya Air sesuai dengan kebutuhan saya Harga tiket yang ditawarkan Sriwijaya Air sesuai dengan kantong saya Harga tiket Sriwijaya Air sebanding dengan jasa yang saya peroleh Harga tiket Sriwijaya Air tergolong murah jika dibandingkan dengan operator lain
Place
Kantor cabang Sriwijaya Air berada di lokasi yang mudah dijangkau Kantor cabang Sriwijaya Air berada di lokasi yang strategis Tiket Sriwijaya Air bisa dibeli melalui website Sriwijaya Air Tiket Sriwijaya Air mudah untuk didapat
Promotion
Promosi yang diberikan oleh Sriwijaya Air sangat menarik Promosi yang diberikan oleh Sriwijaya Air sangat menguntungkan saya Promosi yang diberikan oleh Sriwijaya Air memberikan manfaat lain bagi saya Saya bersedia memberitahukan promosi yang diadakan oleh Sriwijaya Air kepada teman dan kerabat
People
Staff dan awak kabin Sriwijaya Air sangatlah ramah Staff dan awak kabin Sriwijaya Air sangat membantu saya Staff dan awak kabin Sriwijaya Air berpenampilan bersih Staff dan awak berpenampilan rapi
kabin
Sriwijaya
Air
Proses pembelian tiket Sriwijaya Air sederhana
Process
Sriwijaya Air tepat waktu sesuai dengan jadwalnya Pelayanan yang diberikan Sriwijaya Air selama penerbangan sangat berkesan bagi saya Pelayanan yang diberikan oleh Sriwijaya Air selama saya berada di bandara sangat baik
2
TS
S
SS
Variabel
Indikator
STS
Kabin pesawat Sriwijaya Air bersih dan nyaman Physical Evidence
Kursi penumpang dalam pesawat Sriwijaya Air cukup lega Ruang tunggu di bandara bersih dan nyaman Makanan yang disajikan masih baru dan segar
Kepuasan Pelanggan
penerbangan
Saya puas dengan produk jasa yang diberikan oleh Sriwijaya Air Saya puas dengan harga yang ditawarkan oleh Sriwijaya Air Saya puas dengan pelayanan yang diberikan oleh staff dan awak kabin Sriwijaya Air Saya puas dengan promosi yang ditawarkan oleh Sriwijaya Air Secara keseluruhan Sriwijaya Air
Ikatan emosional
dalam
saya
puas
atas
kinerja
Sriwijaya Air menjadi pilihan merencanakan suatu perjalanan
saya
dalam
Sejak dulu saya paling suka dengan Sriwijaya Air Sejak dulu saya percaya dengan Sriwijaya Air Saya akan selalu menggunakan Sriwijaya Air
Loyalitas Merk
Ketika saya akan bepergian, Sriwijaya Air selalu menjadi pilihan utama saya Saya akan selalu merekomendasikan Sriwijaya Air kepada rekan dan kerabat saya Saya tidak membandingkan Sriwijaya Air dengan airline lainnya
3
TS
S
SS
ATTACHMENT B : VALIDITY PRE-TEST RESULT
1. Variable PRODUCT Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V1
8.83
1.623
.474
.241
.884
V2
8.79
.868
.822
.718
.727
V3
8.96
1.172
.721
.523
.779
V4
8.79
.868
.822
.718
.727
2. Variable PRICE Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V5
8.79
1.998
.771
.640
.832
V6
8.88
2.027
.775
.633
.831
V7
8.75
2.109
.609
.376
.899
V8
8.83
2.058
.822
.702
.816
3. Variable PLACE Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V9
9.13
1.245
.518
.770
.620
V10
9.13
1.245
.688
.803
.515
V11
8.92
1.471
.470
.454
.650
V12
8.71
1.520
.315
.265
.744
4. Variable PROMOTION Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V13
8.38
3.636
.859
.899
.934
V14
8.33
3.623
.891
.915
.926
V15
8.25
3.239
.913
.897
.918
V16
8.17
3.536
.833
.850
.942
5. Variable PEOPLE Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V17
9.50
2.174
.956
.
.963
V18
9.50
2.174
.956
.
.963
V19
9.58
2.167
.894
.
.981
V20
9.54
2.259
.951
.
.965
6. Variable PROCESS Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V21
8.25
2.283
.317
.128
.788
V22
8.50
1.043
.709
.536
.568
V23
8.33
1.275
.629
.428
.618
V24
8.54
1.563
.602
.402
.643
7. Variable PHYSICAL EVIDENCE Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V25
8.29
4.042
.524
.472
.855
V26
8.38
2.853
.745
.682
.754
V27
8.67
2.406
.661
.526
.834
V28
8.17
3.014
.892
.824
.709
8. Variable CUSTOMER SATISFACTION Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V29
11.67
1.536
.414
.533
.783
V30
11.54
1.042
.684
.483
.696
V31
11.63
1.375
.478
.501
.766
V32
11.75
1.239
.616
.448
.721
V33
11.75
1.239
.616
.570
.721
9. Variable EMOTIONAL BONDING Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V34
3.04
.476
.920
.846
.
V35
3.04
.563
.920
.846
.
10. Variable BRAND LOYALTY Item-Total Statistics Squared
Cronbach's
Scale Mean if
Scale Variance
Corrected Item-
Multiple
Alpha if Item
Item Deleted
if Item Deleted
Total Correlation
Correlation
Deleted
V36
5.67
2.493
.966
.
.933
V37
5.67
2.493
.966
.
.933
V38
5.58
2.428
.878
.
1.000
ATTACHMENT C : REABILITY PRE-TEST RESULT
1. Variable PRODUCT Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .839
N of Items .846
4
2. Variable PRICE Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .879
N of Items .883
4
3. Variable PLACE Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .702
N of Items .708
4
4. Variable PROMOTION Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .947
N of Items .948
4
5. Variable PEOPLE Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .975
N of Items .976
4
6. Variable PROCESS Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .738
N of Items .741
4
7. Variable PHYSICAL EVIDENCE Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .835
N of Items .859
4
8. Variable CUSTOMER SATISFACTION Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .782
N of Items .778
5
9. Variable EMOTIONAL BONDING Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .956
N of Items .958
2
10. Variable BRAND LOYALTY Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .970
N of Items .971
3
ATTACHMENT D : VALIDITY TEST USING FACTOR ANALYSIS 1. Variable MARKETING MIX KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square
.500 656.017
df
1
Sig.
.000
Anti-image Matrices PPL Anti-image Covariance
PPL
Anti-image Correlation
PRC
.012
-.012
PRC
-.012
.012
PPL
.500
a
-.994
PRC
-.994
.500
a
a. Measures of Sampling Adequacy(MSA) Communalities Initial PPL PRC
Extraction
1.000 1.000
.997 .997
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2
Initial Eigenvalues Total
% of Variance
1.994 .006
99.706 .294
Extraction Sums of Squared Loadings
Cumulative % 99.706 100.000
Extraction Method: Principal Component Analysis. Component Matrix
a
Component 1 PPL PRC
.999 .999
Extraction Method: Principal Component Analysis.
Total 1.994
% of Variance 99.706
Cumulative % 99.706
2. Variable CUSTOMER SATISFACTION KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity
.739
Approx. Chi-Square
356.809
df
10
Sig.
.000
Anti-image Matrices CS1 Anti-image Covariance
Anti-image Correlation
CS2
CS3
CS4
CS5
CS1
.501
-.144
-.140
-.009
-.058
CS2
-.144
.578
-.146
-.170
.100
CS3
-.140
-.146
.355
.066
-.182
CS4
-.009
-.170
.066
.497
-.227
CS5
-.058
.100
-.182
-.227
.336
CS1
.858
a
-.267
-.333
-.018
-.141
CS2
-.267
a
-.321
-.316
.227
-.321
a
.158
-.528
a
CS3
.742
-.333
.737
CS4
-.018
-.316
.158
.707
CS5
-.141
.227
-.528
-.555
-.555 .679
a
a. Measures of Sampling Adequacy(MSA) Communalities Initial CS1 CS2 CS3 CS4 CS5
Extraction
1.000 1.000 1.000 1.000 1.000
.646 .518 .738 .562 .706
Extraction Method: Principal Component Analysis.
Total Variance Explained Compo nent 1 2 3 4 5
Initial Eigenvalues Total 3.170 .707 .575 .358 .190
% of Variance 63.408 14.135 11.503 7.155 3.797
Extraction Sums of Squared Loadings
Cumulative % 63.408 77.544 89.047 96.203 100.000
Extraction Method: Principal Component Analysis.
Total 3.170
% of Variance 63.408
Cumulative % 63.408
Component Matrix
a
Component 1 CS1 CS2 CS3 CS4 CS5
.804 .720 .859 .750 .840
Extraction Method: Principal Component Analysis. a. 1 components extracted.
3. Variable EMOTIONAL BONDING KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square
.500 30.506
df
1
Sig.
.000
Anti-image Matrices EB1 Anti-image Covariance Anti-image Correlation
EB1
.813
-.351
EB3
-.351
.813
EB1
.500
a
EB3
-.432
a. Measures of Sampling Adequacy(MSA) Communalities Initial EB1 EB3
EB3
Extraction
1.000 1.000
Extraction Method: Principal Component Analysis.
.716 .716
-.432 .500
a
Total Variance Explained Compo nent 1 2
Initial Eigenvalues Total
% of Variance
1.432 .568
Extraction Sums of Squared Loadings
Cumulative %
71.612 28.388
Total
71.612 100.000
% of Variance
1.432
71.612
Extraction Method: Principal Component Analysis. Component Matrix
a
Component 1 EB1 EB3
.846 .846
Extraction Method: Principal Component Analysis. a. 1 components extracted.
4. Variable BRAND LOYALTY KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square
.500 175.205
df
1
Sig.
.000
Anti-image Matrices BL1 Anti-image Covariance Anti-image Correlation
BL2
BL1
.305
-.254
BL2
-.254
.305
BL1
.500
a
-.834
BL2
-.834
a. Measures of Sampling Adequacy(MSA)
.500
a
Cumulative % 71.612
Communalities Initial BL1 BL2
Extraction
1.000 1.000
.917 .917
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2
Initial Eigenvalues Total
% of Variance
1.834 .166
91.687 8.313
Extraction Sums of Squared Loadings
Cumulative % 91.687 100.000
Extraction Method: Principal Component Analysis. Component Matrix
a
Component 1 BL1 BL2
.958 .958
Extraction Method: Principal Component Analysis. a. 1 components extracted.
Total 1.834
% of Variance 91.687
Cumulative % 91.687
ATTACHMENT E QUESTIONAIRE
:
REABILITY
1. Variable MARKETING MIX Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .752
N of Items .762
7
2. Variable CUSTOMER SATISFACTION Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .851
N of Items .854
5
3. Variable EMOTIONAL BONDING Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .613
N of Items .613
3
TEST
ACTUAL
4. Variable BRAND LOYALTY Reliability Statistics Cronbach's Alpha Based on Cronbach's
Standardized
Alpha
Items .755
N of Items .772
4
ATTACHMENT F : INTERVIEW QUESTION 1. Question to support hypothesis 1. H1 : 7P of marketing mix variables has positive influence on customer satisfaction. -
The results of this study shows that good marketing mix process are able to raise the level of customer satisfaction on Sriwijata Air. What is your opinion?
2. Question to support hypothesis 2 H2 : 7P of marketing mix variables has positive influence on brand loyalty. -
The result of this study shows that good marketing mix process has no effect on brand loyalty among Sriwijaya Air customer. What is your opinion?
3. Question to support hypothesis 3 H3 : 7P of marketing mix variables has positive influence on emotional bonding. -
The result of this study shows that good marketing mix process can also increase emotional bonding between the passanger of Sriwijaya Air. What is your opinion?
4. Question to support hypothesis 4 H4 : Customer satisfaction has positive influence on emotional bonding. -
The result of this study shows that customer satisfaction not able to deliver into emotional bonding among Sriwijaya Air customer. What is your opinion?
5. Question to support hypothesis 5 H5 : Customer satisfaction has positive influence on brand loyalty. -
The result of this study show that high customer satisfaction are not able to deliver into brand loyalty. What is your opinion?
6. Question to support hypothesis 6 H6 : Emotional bonding has positive influence on brand loyalty. -
The result of this study show that high emotional bonding increase brand loyalty if Sriwijaya Air. What is your opinion?
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