HUBUNGAN TIPE KEPRIBADIAN OCEAN DAN BRAND TRUST PADA KONSUMEN MASKAPAI PENERBANGAN LOW COST CARRIER

Octavianty Octavianty, Devi Jatmika

Abstract


Abstract  The need of air transportation is increasing day by day. In order to satisfy this need, airline industries build low cost carrier airlines concept. However, low cost carrier concept may have some risk factors, especially the safety concern of passengers that should be the main priority of the aviation industries. This study aims to determine the relationship between OCEAN personality type and brand trust ofAirAsia’s consumers. Quantitative research method was conducted in this research. The number of sample was 266 users of low cost carrier airline. Sampling technique used was accidental sampling. Data were collected and were statistically analyzed by using Spearman correlation technique. The results in this study indicate that there is a positive and significant correlation between personality type of Extraversion (r= 0.155; p< .05), conscientiousness(r= 0.216; p< .05), agreeableness(r = 0.254; p< .05), openess to experience (r= 0.613; p< .05) towards the brand trust. Moreover, there is significantand negative correlation between neuroticsm and brand trust(r= -0.268; p< .05).The descriptiveanalysis of brand trust revealed that consumers tend to have low trust to the low cost carrier airline.

 

Abstrak — Kebutuhan masyarakat akan transportasi udara semakin hari semakin meningkat, sehingga maskapai penerbangan dengan konsep low cost carrier(berbiaya murah) semakin marak.Namun, pada perusahaan maskapai dengan konsep low cost carrier ini, masih terdapat berbagai masalah terutama dalam hal jaminan keamanan dan keselamatan penumpang yang merupakan prioritas utama dalam penerbangan. Penelitian ini bertujuan mengetahui hubungan antara kepribadian tipe OCEAN dan brand trust pada konsumensalah satu maskapai penerbangan low cost carrier. Metode penelitian yang digunakan ialah metode penelitian kuantitatif. Subjek penelitian sebanyak 266 orang dari berbagai kalangan yang pernah menggunakan layanan maskapai penerbangan low cost carrier. Teknik sampling yang digunakan adalah accidental sampling. Teknik analisa data menggunakanteknik korelasi Spearman. Hasil dalam penelitian ini menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara tipe kepribadian extraversion(r = 0.155; p< .05), conscientiousness(r = 0.216; p< .05), agreeableness(r= 0.254; p< .05), openess to experience (r= 0.613; p< .05) dengan kepercayaan terhadap merek (brand trust), serta terdapat hubungan negatif dan signifikan antara tipe kepribadian neuroticismdengan kepercayaan terhadap merek (brand trust)(r = -0.268; p< .05) pada konsumen salah satu maskapai penerbangan low cost carrier. Hasil analisa deskriptif dari kepercayaan konsumen terhadap merek pada maskapai penerbangan low cost carrier cenderung rendah.


Keywords


OCEAN personality type; brand trust; low cost carrier; tipe kepribadian OCEAN; kepercayaan terhadap merek; low cost carrier

Full Text:

PDF


DOI: https://doi.org/10.24854/jpu22015-42

Refbacks

  • There are currently no refbacks.




Copyright (c) 2017 Octavianty Octavianty, Devi Jatmika

View My Stats

This journal and its content licensed under
a Creative Commons Attribution-NonCommercial 4.0 International License

Creative Commons License