Pengaruh Brand Image dan Customer Experience Terhadap Kepuasan Pelanggan di Bandara Internasional Banyuwangi

Abstract

Growing public awareness of sustainability issues and concern for the environment influences people’s product choices. Not only that, but this awareness and concern for the environment have also impacted service - oriented companies, including those in the air transportation sector, namely airports. These changes are prompting airports to focus in operational and service aspects, while also building an eco - friendly brand image and delivering a memorable customer experience. This study aimed to test and analyze the influence of brand image and customers experience on customes satisfaction at Banyuwangi International Airport. This study is quantitative study that employed questionnaires as a data collection method. The purposive sampling was used to select 96 respondents who had previously used services at the Banyuwangi International Airport. The data analysis involved validity and reliability test, multiple linear regression, t-test, and F-test using IMB SPSS Statistics 25. The result of this study indicated that brand image had a partial, positive and significant effect on customer satisfaction. Customer experience had a partial, positive and significant effect on customer satisfaction. The F-test showed that brand image and customer experience had a simultaneous, positive and significant effect on customer satisfaction. This study concludes that brand image and customer experience are the factors that contribute to customer satisfaction at Banyuwangi International Airport. For this reason, airport management needs to consistently work to maintain a positive brand image and improve the quality of the customer experience so that passenger satisfaction can continue to increase.