43 c. Tested the hypothesis with the provision. If the significant 0.05; so
Ha accepted and Ho rejected, if significant 0.05; so Ha rejected and Ho accepted.
d. Interestingly the conclusion was based on result of testing.
4.4
t
-
test.
According Bhuono Theories 2005 if t
test
t
table
therefore Ho rejected and Ha accepted, that means independent variables partially as
influence significantly toward dependent variable. If t
test
t
table
therefore Ho accepted and Ha rejected, that means independent variable partially has no influence significantly toward dependent variable.
Level of significant use amount 5 or α 0.05
G. Operational Variable.
Operational variable is a statement of the specific dimensions and elements through which a concept will become measurable Sekaran, 2006.
There are two kinds of variable, which are independent variable and dependent variable, on these variables we define into dimension and indicator
to me a question.
44
1. Independent Variable.
Independent variable is also known as the predictor variable. It is one that influence the dependent variable either in a positive or negative
ways Cavana, Delahaye, Sekaran, 2001. The independent variables studied in this research are promotion, service quality, customer
experiences and brand.
a. Promotion. Promotion may be defined as “the co-ordination of all seller
initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service”. Promotion is most often intended
to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinate with the rest of the marketing mix,
particularly productbrand decision, so that is may effectively supports an entire marketing mix strategy. The promotion mix consists:
Advertising is the dissemination of information by non personal
means through paid media where the source is the sponsoring organization.
Personal selling is the dissemination of information by non personal
method, like face to face, contacts between audience and employees of the sponsoring organization. The source of information is the
sponsoring organization.
45
Publicity is the disseminating of information by personal or non personal means and is not directly paid by organization and the
organization is not the source.
Selling promotion is the dissemination of information through wide variety of activities other than personal selling, advertising and
publicity which stimulate consumer purchasing and dealer effectiveness
b. Service quality. Service quality measure from SERQUAL by panama, there five
common item used to measure customer satisfaction are:
Tangible is appearance of physical facilities, equipment, personnel,
and communication materials.
Reliability is ability to perform the promised service dependably and
accurately.
Responsiveness is willingness to help customers and provide prompt
service.
Assurance is knowledge and courtesy of employees and their ability
to convey trust and confidence.
Empathy is the firm provides care and individualized attention to its
customers.
46 c. Customer Experiences.
Customer experiences included on-time departure, safety, better service, cheaper airfares, and easy booking.
On time departure refer to the time is stated in ticket are implies to the
departure time.
Safety refers to the customer feel comfortable and safe from any other
afraid.
Better service is how the crew or employee provide the maximal
service to the customer or passenger
Cheaper airfare is low to pay for ticket or low price
Easy booking refer to the easy way of customer to booking ticket
online, and any requirement include in the procedural
d. Brand. According to Keller 2008 states that bran can be divine into two
dimensions that are brand image and brand awareness.
Brand image refer to recognition of the name, symbol, logo, and any
combination of them
Brand awareness mean that the brand already recognition and famous
in customer mind, since the brand become one of the product or service with the best alternative.
47
2. Dependent Variable.
The dependent variable is the primary interest of this research, which is customer satisfaction. In Customer satisfaction can be measure
with promotion, service quality, and customer experiences and also brand. Here is the formula for measure relationship between variable:
Table 3.5 Relationship between Variable, Dimension and Indicator
VARIABLE DIMENSION
INDICATOR SCALE
X1 Promotion
Onwuchuruba 2002:115
Advertising.
1. Advertising affects Customer
satisfaction
Ordinal Personal Selling.
2. Launching program affects customer satisfaction
3. Personal selling affects customer satisfaction
Publicity. 4. Radio or television affects
purchase and customer satisfaction
Sales Promotions. 5. Dummy service affects customer satisfaction
X2 Service Quality
Parasuraman, Berry et al.
1985; Parasuraman,
Berry et al. 1988; Zeithaml,
Parasuraman et al. 1990;
Parasuraman, Berry et al.
1991; Parasuraman,
Berry et al. Tangibles
1. Appearance physical facilities affect customer satisfaction.
Ordinal Assurance
2. Knowledge or courtesy or employee affects customer
satisfaction. Reliability
3. Service dependably affects customer satisfaction
Responsiveness 4. Individualized attention
affect customer satisfaction
Empathy 5. Welcome to help customers
and prompt service affects customer satisfaction.
48 1993;
Parasuraman, Berry et al.
1994
X4 Customer Experiences
Pine Gilmore, 1990
On Time Departure
1. Schedule manage affected customer
satisfaction
Ordinal Safety.
2. Safety affects customer satisfaction
Better Service. 3. Better service affect
customer satisfaction Cheaper Airfares.
4. Low price affect customer satisfaction
Easy Booking 5. Uncomplicated in
purchasing affects customer satisfaction
X3 Brand
Kevin Lane
Keller 2008
Image 1. Image affects customer
Satisfaction Ordinal
Awareness 2. Awareness to brand
affects customer satisfaction
Y Customer Satisfaction
Promotion 1. Promotion affects
customer satisfaction
Ordinal Service Quality
2. Service quality affects customer satisfaction
Customer Experiences
3. Customer Experiences affects customer
satisfaction Brand
4. Brand affects customer satisfaction
49
H. Variable Measurement.
