PENGARUH ASPEK SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION MASKAPAI NAM AIR PADA RUTE JAKARTA-SAMPIT // THE EFFECTS OF SERVICE QUALITY ASPECTS ON CUSTOMER SATISFACTION OF NAM AIR AIRLINE ON JAKARTA-SAMPIT ROUTE

Penelitian ini bertujuan untuk menganalisis pengaruh service quality terhadap
customer satisfaction penumpang Maskapai NAM Air pada rute Jakarta-Sampit
(CGK-SMQ). Pendekatan yang digunakan adalah kuantitatif explanatory research dengan teknik analisis Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) menggunakan SmartPLS. Data dikumpulkan dari 103 responden penumpang rute CGK-SMQ melalui kuesioner daring. Service quality diukur menggunakan lima dimensi SERVQUAL, yaitu tangibles, reliability,
responsiveness, assurance, dan empathy. Hasil penelitian menunjukkan bahwa
kelima dimensi secara simultan mampu menjelaskan 48.2% variasi customer
satisfaction. Secara parsial, dimensi reliability (β = 0,219; p = 0,044) dan assurance (β = 0,249; p = 0,006) berpengaruh positif dan signifikan. Sementara itu, responsiveness, empathy, dan tangibles tidak berpengaruh signifikan. Penelitian ini memberikan dasar empiris bagi NAM Air untuk memprioritaskan peningkatan keandalan dan jaminan layanan dalam menghadapi persaingan yang semakin ketat pada rute CGK-SMQ.

This study aims to analyze the effect of service quality on customer satisfaction of NAM Air passengers on the Jakarta-Sampit (CGK-SMQ) route. A quantitative
explanatory research approach was employed using Structural Equation Modeling based on Partial Least Square (SEM-PLS) through SmartPLS. Data
were collected from 103 respondents via online questionnaire. Service quality was measured using five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Results indicate that all five dimensions simultaneously explain 48.2% of customer satisfaction variance. Partially, reliability (β = 0.219; p = 0.044) and assurance (β = 0.249; p = 0.006) showed positive and significant effects. Responsiveness, empathy, and tangibles did not show significant effects. This study provides empirical evidence for NAM Air to prioritize service reliability and assurance improvement amid increasing competition on the CGK-SMQ route.