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 Price Place Indikator STS TS S SS 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 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 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 People 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 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 kabin Sriwijaya Air berpenampilan rapi 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
Variabel Indikator STS TS S SS Physical Evidence Kepuasan Pelanggan Ikatan emosional Kabin pesawat Sriwijaya Air bersih dan nyaman Kursi penumpang dalam pesawat Sriwijaya Air cukup lega Ruang tunggu di bandara bersih dan nyaman Makanan yang disajikan dalam penerbangan masih baru dan segar 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 saya puas atas kinerja Sriwijaya Air Sriwijaya Air menjadi pilihan saya dalam merencanakan suatu perjalanan 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
ATTACHMENT B : VALIDITY PRE-TEST RESULT 1. Variable PRODUCT if Item if Total 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 if Item if Total 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 if Item if Total 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 if Item if Total 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 if Item if Total 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 if Item if Total 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 if Item if Total 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 if Item if Total 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 if Item if Total V34 3.04.476.920.846. V35 3.04.563.920.846.
10. Variable BRAND LOYALTY if Item if Total 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 Based on.839.846 4 2. Variable PRICE Based on.879.883 4 3. Variable PLACE Based on.702.708 4
4. Variable PROMOTION Based on.947.948 4 5. Variable PEOPLE Based on.975.976 4 6. Variable PROCESS Based on.738.741 4 7. Variable PHYSICAL EVIDENCE Based on.835.859 4
8. Variable CUSTOMER SATISFACTION Based on.782.778 5 9. Variable EMOTIONAL BONDING Based on.956.958 2 10. Variable BRAND LOYALTY Based on.970.971 3
ATTACHMENT D : VALIDITY TEST USING FACTOR ANALYSIS 1. Variable MARKETING MIX KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..500 Bartlett's Test of Sphericity Approx. Chi-Square 656.017 df 1 Sig..000 Anti-image Matrices PPL PRC Anti-image Covariance PPL.012 -.012 PRC -.012.012 Anti-image PPL.500 a -.994 PRC -.994.500 a a. Measures of Sampling Adequacy(MSA) Communalities Initial Extraction PPL 1.000.997 PRC 1.000.997 Extraction Method: Principal Component Analysis. Total Variance Explained Compo Initial Eigenvalues Extraction Sums of Loadings nent Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.994 99.706 99.706 1.994 99.706 99.706 2.006.294 100.000 Extraction Method: Principal Component Analysis. Component Matrix a Component 1 PPL.999 PRC.999 Extraction Method: Principal Component Analysis.
2. Variable CUSTOMER SATISFACTION KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..739 Bartlett's Test of Sphericity Approx. Chi-Square 356.809 df 10 Sig..000 Anti-image Matrices CS1 CS2 CS3 CS4 CS5 Anti-image Covariance 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 Anti-image CS1.858 a -.267 -.333 -.018 -.141 CS2 -.267.742 a -.321 -.316.227 CS3 -.333 -.321.737 a.158 -.528 CS4 -.018 -.316.158.707 a -.555 CS5 -.141.227 -.528 -.555.679 a a. Measures of Sampling Adequacy(MSA) Communalities Initial Extraction CS1 1.000.646 CS2 1.000.518 CS3 1.000.738 CS4 1.000.562 CS5 1.000.706 Extraction Method: Principal Component Analysis. Total Variance Explained Compo Initial Eigenvalues Extraction Sums of Loadings nent Total % of Variance Cumulative % Total % of Variance Cumulative % 1 3.170 63.408 63.408 3.170 63.408 63.408 2.707 14.135 77.544 3.575 11.503 89.047 4.358 7.155 96.203 5.190 3.797 100.000 Extraction Method: Principal Component Analysis.
Component Matrix a Component 1 CS1.804 CS2.720 CS3.859 CS4.750 CS5.840 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..500 Bartlett's Test of Sphericity Approx. Chi-Square 30.506 df 1 Sig..000 Anti-image Matrices EB1 EB3 Anti-image Covariance EB1.813 -.351 EB3 -.351.813 Anti-image EB1.500 a -.432 EB3 -.432.500 a a. Measures of Sampling Adequacy(MSA) Communalities Initial Extraction EB1 1.000.716 EB3 1.000.716 Extraction Method: Principal Component Analysis.
Compo nent Initial Eigenvalues Total Variance Explained Extraction Sums of Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.432 71.612 71.612 1.432 71.612 71.612 2.568 28.388 100.000 Extraction Method: Principal Component Analysis. Component Matrix a Component 1 EB1.846 EB3.846 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..500 Bartlett's Test of Sphericity Approx. Chi-Square 175.205 df 1 Sig..000 Anti-image Matrices BL1 BL2 Anti-image Covariance BL1.305 -.254 BL2 -.254.305 Anti-image BL1.500 a -.834 BL2 -.834.500 a a. Measures of Sampling Adequacy(MSA)
Communalities Initial Extraction BL1 1.000.917 BL2 1.000.917 Extraction Method: Principal Component Analysis. Compo nent Initial Eigenvalues Total Variance Explained Extraction Sums of Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % 1 1.834 91.687 91.687 1.834 91.687 91.687 2.166 8.313 100.000 Extraction Method: Principal Component Analysis. Component Matrix a Component 1 BL1.958 BL2.958 Extraction Method: Principal Component Analysis. a. 1 components extracted.
ATTACHMENT E : REABILITY TEST ACTUAL QUESTIONAIRE 1. Variable MARKETING MIX Based on.752.762 7 2. Variable CUSTOMER SATISFACTION Based on.851.854 5 3. Variable EMOTIONAL BONDING Based on.613.613 3
4. Variable BRAND LOYALTY Based on.755.772 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 can also increase brand loyalty if Sriwijaya Air. What is your opinion?